Integrating a Call Center with Customer Information

11th Dec 2000
In the age of the consumer and the need to manage customer relationships the marketing dilemma that many financial institutions face is how to get closer to their target market without investing in bricks and mortar. This article looks at how a call-center can be integrated with a Scaleable Data Warehouse (SDW) -based CRM solution for competitive advantage. This paper explores how the SDW technology - coupled with a robust CRM philosophy and implementation plus clear marketing strategies - can be applied for call centers to support customer retention and cross-selling opportunities, improve direct marketing campaigns, market to a segment of one and put the FSP on the road to marketing one to one.

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