Implementing CRM at a European Telco: A Case Study

28th Mar 2001
A European national Telco aimed to develop a sales system for newly developing sales channels and help shift organization from engineering to customer-focus. This was done by looking at their multi-channel facilities and the way in which they applied product to segment management which also included sub-segmentation. This paper begins with a background of the Telco, examines their data analysis capabilities, tool sets, use of channels and systems for customer communications, and includes an illustration of their Customer Management Database, finishing with a breakdown of a specific campaign.
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