CRM and Credit Cards in Asia Pacific

11th Dec 2000
This case study follows the events of a retail bank in the pacific rim as it plans and tests for the implementation of customer-focused direct marketing. The paper focuses on the detailed information required to put together a database to support such a system. The plan is put together with the intention of incorporating: *detailed response capture and the enhancement of the customer database *integration with the call center and branch outlets in other markets *the incorporation of more event-driven and customer-focused programs. Program examples are then given - including Insurance Product Sales, Credit-Card Acquisition and Credit-Card Retention. The paper ends with a look at the clients perceived benefits and immediate plans.

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