August 8, 2012 – PNC's John DeMarchis believes he's found a way to remove static from his bank's interactions with customers. The Pittsburgh-based bank is using new flexible and automated work processes to create a world in which customers contact the institution and immediately receive the proper message in the right channel, free of the kind of out-of-date, stagnant content that's inhibited cross-selling and true one-to-one marketing at financial institutions for years.
"It's extremely exciting," says DeMarchis, senior vice president of customer management for PNC. "We view it as having huge possibilities in terms of how we interact with our customers. The performance of mail and telemarketing is deteriorating and those channels are actually irritating consumers. This [new initiative] enables us to deliver interactions the way customers want to see a message, when they want to see it. It's a big part of the future way that we're going to be interacting with customers."
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