FE Credit: PMAX – cross-selling with real-time data

Market-leading consumer finance provider FE Credit ran a data-driven campaign to optimise customer lifetime value (CLV) in a challenging COVID-19-affected market in Vietnam in 2021-2022.

Campaign details

Brand: FE CREDITAgency: PMAXRegion: APAC

Campaign video



Consumer finance industry in 2021 kept a two-digit growth. However, the COVID-19 pandemic has led to the shift in consumer behavior in terms of product preferences and buying journey, which forced long-standing companies to make many big changes in their operations. Facing the aggressive growth pressure from the new competitors, as a market leader, FE CREDIT has made big movements in digitalization from their product offer to the selling process, and marketing activities, etc.

Besides new client acquisitions, customer lifetime value optimization was critical...

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