Italian Bank's CRM Sends Responses to Branches

Banca CR Firenze generated 31 percent acceptance rates for outbound marketing campaigns and 51 percent response to targeted cross-sell offers in the leading Italian bank's branches thanks to an SSA CRM solution, powered by Epiphany, from SSA Global.

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 To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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