REVIEWER: Jorge Portugal strategic marketing director for Banco Espirito Santo.

BACKGROUND: Founded in 1880, Banco Espirito Santo serves more than one million customers at 586 branches in Portugal, 22 in Spain and another 32 offices in 12 countries. The bank's commitment to customer service led its strategic marketing group to articulate a clear mission: implement analytical tools and adopt relationship-building techniques to precisely predict customer behavior and increase customer loyalty.

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