Italian Bank's CRM Sends Responses to Branches
The solution, implemented by Accenture, helped CR Firenze develop and execute central marketing campaigns to 600,000 customers and distribute leads and responses to their 450 branches, according to SSA Global.
Giovanni Andolfi, marketing and customer insight manager for CR Firenze, said the solution -- which lets the bank segment its customer base and determine the most likely offer for each customer -- helped the company increase offer redemption rates, improve customers' overall experience and drive organic growth within the existing customer base.
In its branches, CR Firenze is using SSA Sales and SSA Marketing solutions for lead management, personalized offer recommendations and a comprehensive view of the customer.
Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters