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To realize its goal of engaging with its customers in a more efficient and effective manner, ADCB required a robust, agile and scalable Customer Relationship Management (CRM) solution. The banking major's existing system, lacking a cohesive and integrated customer-focused framework, was unable to provide the rich and unified experience critical to servicing and retaining customers. The basic building blocks for making the implemented solution successful had been created over the years. The bank had a fully functional Business Intelligence unit which ran campaigns based on customer behavior and demographic data, a unique bank wide loyalty program to enhance customer cross sell offers and a 'Customer segment' oriented organization structure.
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