Malta Makes its Mark in CRM
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“On the Internet nobody knows you are a dog.” Funny and true, this can be paraphrased to read: “You don't have to operate a mega-corporation in a superpower country in order to succeed with advanced technology and business concepts.”

Hardly visible on most maps, the sovereign island republic of Malta is aspiring to join the EU and has a mature and forward-looking economy.

CRM and customer-centric strategies, underlying technologies like data warehousing, business intelligence and decision support systems are recently growing faster than in many larger countries. The crusade, supported by multinational vendors like Oracle, NCR and IBM, is led locally by the PRISM Group. Originally a consultancy specialising in information-based marketing, PRISM took a dominant position in loyalty programs and systems. Today PRISM Consulting boasts the most successful schemes on the island, among them the FlyPass frequent flyer program of the national airline Air Malta, projects with the island's largest bank and the national telecoms operator Maltacom.

Facing competition in a newly liberalised market, Maltacom is keen to retain its most valuable customers and contracted PRISM to create the Key(TM) loyalty scheme. The scheme is soon to receive a technology boost from PRISM subsidiary DataMasters Ltd., who have developed an application to manage both the bonus scheme and cross-industry partners, as well as front-end functionality for the team of account executives responsible for the most valuable customer segment.

DataMasters aim to equip with affordable technology organisations whose needs are as complex as those of any airline, but whose smaller size does not allow the investment in world leading software.

Following last year's success, PRISM and DataMasters are organising a second international CRM conference at the Hilton Portomaso resort, Malta (4-5 May).  Entitled ‘Whisper...Don't Shout’,  the event attracts over 120 key executives from most industries and some prominent international speakers, and has an accompanying exhibition of software and CRM-related products.


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