Real-Time Marketing: Leveraging Customer Knowledge to Satisfy and Retain Key Customers
11th Dec 2000
This case study looks at the installation of a data warehouse and the subsequent implementation of call center and cross-selling strategies. Naras Eechambadis case study begins with a look at First Unions background before breaking the project down into four strands of development: (1) improve existing systems (2) meet immediate business needs (3) develop new systems (4) leverage customer knowledge. "Real-Time Marketing" defines First Unions immediate business needs, offers a working definition of CRM, examines the requirements and costs of the companys data warehouse, shows specific examples of program execution, including a Call Center Cross-Sell Pilot, and looks forward to the corporations next steps.