REVIEWER: Michael Sung, senior vice president of the Strategic Marketing Department for Chinatrust Commercial Bank.
BACKGROUND: Chinatrust Commercial Bank (CTCB) is one of Taiwan's leading financial services providers, serving 4.5 million customers. CTCB contracted Teradata to provide both the technical implementation and the CRM business consulting. The project is considered a huge success. CTCB estimates that the first 10 campaigns alone generated NT$479 million in new business, repaying the cost of the CTCB campaign management project twice over and generating an average ROI of 168 percent. CTCB has since implemented an additional 40 campaigns with similar results.
Register or login for access to this item and much more
All Information Management content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access