Leveraging Customer Service Support to Enhance Brand Value and Corporate Performance: Evidence from the Fintech Industry

Journal of Finance and Banking Review. 2024. Vol. 8. No. 3. P. 116–124.

Syropyatov V. V., Arenkov I. A., Sajid S., Mahar D. H.

Objective –This study investigates the role of customer service support (CSS) in co-creating brand value and enhancing corporate performance in the fintech industry. The research focuses on analyzing the impact of CSS on the customer journey from registration to first deposit. Methodology – The study utilizes historical data analysis and A/B testing. Client data from a leading fintech company is analyzed to compare conversion rates between those who used CSS versus those who did not. An A/B test is then conducted using a specialized support team targeting clients who haven’t made a deposit and had less than 2 chats with CSS. Findings –Clients who used CSS before depositing had 5 times higher conversion rates. The A/B test found a 3.1 percentage point (9.3% relative) increase in conversion from using targeted support. Novelty –This study provides new empirical evidence on the impact of CSS as a brand value co-creator in fintech, with a novel methodology to enhance corporate performance.

Keywords: производительность, обслуживание клиентов, ценность бренда, performance, customer service, финтех, fintech, brand co-creation, brand value, Совместное создание бренд