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How sustainable is Capital One’s advantage?
Capital One makes use of IT through the Information based strategy mainly for recording, organizing and then analyzing the data which is based on different characteristics and the consumer behavior. The focus is on exploiting information through construction of certain scientific models that could easily handle the potential cardholders with creditworthiness through the FICO scoring. The customization of the product is for the existing ones which is through the data mining, sorting and the customization of offers. This mainly differs from other organizations and so they are working on compiling the data manually through accepting applicants who are based on the debt income ratios.
The Capital One tends to see the direct marketing for recording interaction with customers. It also allows them to customize the products for each customer so that the interactions are done uniquely. The direct marketing is mainly for ensuring that the collection policies and the cross-selling decisions are directly subjected to the testing through use of different experiments. This tend to enable the ability for rolling products on a national scale and then providing the work without any large fixed costs. The potential is mainly to reinvent the business economy with few products that are directly marketed and then there are firms which are seen to be exploited through the use of statistical analysis (Anand, Rukstad & Paige, 2000). It has been seen that in 1994, Capital One IT system was updated, where the solutions are for replacing aging of mainframe computers, which is an object-based system. The technology is never used for a large scale, where two thirds of Capital One’s competitors work on outsourcing the functions of IT. The companies in 5 years are working on handling the largest database of Oracle and 23 terabytes of data. The sustainability is considered to leverage the extensive branch networks and brand awareness to assess the creditworthiness, where the banks are making use of the different range of acceptable metrics across the banks. The ability to record the transactions and customize the products for the customer is to mainly ensure that the interactions are done in a unique manner. Here, the ability is to turn the business in a scientific manner where there are decisions for the product designing, marketing and the communication channels. The ability to roll out products on a national scale and at a full speed has been worked upon without any incurring of the larger fixed costs. The company Capital One is working on identifying the risks profiles from observing data which might be inadequate (Anand et al., 2000). The strategy is to supplement the data with the larger volumes that are for handling the transactions for the cardholders. Here, the individuals with the high credit risks are likely to response for the credit risks where the offer is depending upon the channels, marketing and follow up.
Anand, B. N., Rukstad, M. G., & Paige, C. (2000). Capital one financial corporation.
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