OneBankassure:Customer intimacy through machine learning

Beath, Cynthia M. and Tarafdar, Monideepa and Ross, J.W. (2018) OneBankassure:Customer intimacy through machine learning. In: ICIS2018 Proceedings. AIS Electronic Library. ISBN 9780996683173

Text (ICIS2018 1BA case)
ICIS2018_1BA_case.docx - Accepted Version
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Abstract

OneBankAssure [a pseudonym] sought to delight its customers by delivering new digital value propositions that exploited new data science and machine learning disciplines. The company created a new organizational unit focusing on these disciplines and funded many new use cases that leveraged them. This case describes the practices of this new unit and recounts the story of the development of one of the company's successful machine learning use cases. To create fertile ground for the use of machine learning capabilities, the company was also making significant investments in training and culture change, so as to become a more data-driven and evidence-based organization.