Question selection responding to information on customers from heterogeneous populations to select offers that maximize expected profit

The advent of Internet broking pages allows customers to ‘apply’ to a number of different companies at one time, leading to multiple offers made to a customer. The saturated condition of the personal financial products has led to falling ‘take’ rates. Financial institutions are trying to increase the ‘take’ rates of their personal financial products. Applicants for credit will have to provide information for risk assessment, which can be used to assess the probability of a customer accepting an offer. Interactive channels such as the Internet and telephone allow questions that are asked to depend on previous answers. The questions selected need to provide information to assess the probability of acceptance of a particular variant of financial product. In this paper, we investigate a model to predict the best offer to extend next to a customer based on the response for the questions, as well as the question selection itself.