Case Study Fiserv

Jessica Marketing Cluster

FISERV Case Study

1. Define the problem or objective.

Fiserv is a company that has an electronic process for consumers to expedite payments through online billing for their payments/bills due. Mr. Jon Black is the senior VP of Marketing has to present to his EVP Lori Strides on how Fiserv could endeavor into the e-billing sector. As proven in exhibit 2 in Kerin and Peterson’s Strategic Management book, Fiserv has improved its billing/automatic payment process over a 4 year period in excess of 40%. Fiserv are attempting to improve the notification of the billing to its consumers. They are attempting to encourage its customers/consumers to not receive paper billing statements in order to cut costs and to assist with “saving the planet”. Fiserv needs to develop a marketing plan to promote the process of “no paper billing” to its consumers and essentially their customers. Fiserv discovered a great satisfaction with e-billing however they are now attempting to determine the lack of online customers wanting to use e-billing as their primary way to view their bills and how to market to the consumer to increase this form of billing.

2. Consider relevant information.

Fiserv has decided to complete online interviews and then each of the answers was statistically analyzed. As stated in Kerin and Peterson’s Strategic Management textbook six distinct groups were produced and each of these groups was defined by the various attitudes and behaviors. Many of them were asked questions related to their finances, family life and professional goals.

Subsequent to feedback from the billers determined that sending each of these paper bills cost Fiserv on an average of $1.25 per bill and as stated in Kerin and Peterson’s Strategic Management had determined a savings of at least 45% for each bill for the consumer’s that decided not to receive the paper bills monthly. It was also determined that there was an opportunity to...