This post is part of our Moment Makers series [https://www.salesforce.com/blog/2020/07/moment-makers-series-on-creating-marketing-connections-that-lead-to-lasting-customer-relationships.html], which takes a deep dive into how marketers use technology to build data-driven customer experiences that feel natural, relevant, and right on time. Customers behave differently during crises, and our data strategies have to adapt. During the dark days of the financial crisis of 2008-09, when I led an analytics team at a marketing agency, I met with the CMO of a U.S.-based credit card company. She had noticed a disturbing pattern in her customer data: early-stage companies were charging more on their cards but missing more payments. Heavy late fees made their burdens worse, at the worst possible time.

Looking at the drivers, we saw the problem came down to cash flow. It was temporary and often outside their control. So the CMO made a bold choice, offering a new “start-up card” with less stringent…

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