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.

PLATFORMS: The details of our Teradata Warehouse 7.1 environment include: NCR 4850 and 4851 massively parallel processing servers, NCR UNIX SVR4 MP- RAS 3.02 operating system and Teradata Database V2R5.1. We also use Teradata Tools and Utilities 7.1.

PROBLEM SOLVED: The Teradata environment supported and drove our marketing efforts with the objective of increasing marketing ROI and customer profitability. Other banks were employing event-based (one-to-one) marketing techniques, which were producing significant value, and we wanted to achieve the same results at CTCB.

PRODUCT FUNCTIONALITY: Teradata CRM 5.1 running on the Teradata Warehouse automates the complex event detectives that scan our customer database daily across multiple tables, including the transaction table. It allows us to execute multiple complex event detection each night. At present, we are executing approximately 50 per day with a roadmap to grow to hundreds on a daily basis. It executes the customer and channel optimization rules according to our business requirements. It does this each day for each new campaign, compared to all previous campaigns by campaign type. It manages the multistep, multichannel campaign flow of each campaign. At any given time, the system is automatically managing hundreds of thousands of communications through the campaign process. It detects success based on the customer behavior, typically measured by accounts opened and increase in balance and also by more complex behaviors.

STRENGTHS: The Teradata platform and CRM software are designed and built to handle a complex customer management environment. However, our focus was to achieve a best practice environment. No other product demonstrated an ability to handle hundreds of complex campaigns and to automate the campaign process for each campaign at the customer level, which is our business and marketing requirement. Teradata provided CRM Business Consulting services to help manage the change process and to educate the full spectrum of stakeholders at CTCB.

WEAKNESSES: A constraint in terms of technology is that the Teradata CRM 5.1 software portfolio only runs on the Teradata database. However, we realized that the Teradata database is the only environment capable of scaling to such a complex environment. So, in the end, this limitation turned out not to be an issue for us.

SELECTION CRITERIA: We reviewed the basic market space tools It was Teradata's proven ability to deliver the intellectual property and thought leadership expertise as well as help implement and optimize the hardware and software environment that guided us toward our successful partnership with Teradata.

DELIVERABLES: We installed the Teradata CRM Solution on the Teradata enterprise data warehouse environment and interfaced the application to our ATM, branch office, Web and contact center channels to enable a near real-time multichannel environment. We built a CRM roadmap and established a CRM process with all of the related steps and signoffs required. They also advised us on the organizational structure and the people, processes and skills required to execute on our CRM strategy and developed a campaign ROI estimation spreadsheet.

VENDOR SUPPORT: Teradata worked closely with us through the design, implementation and execution phase. The technical environment required little support, but we obtained much value from Teradata Professional Services consulting and working with us for one week each month during the execution period. Overall, the Teradata support has been exceptional.

DOCUMENTATION: We found the documentation easy to understand and follow.

Teradata CRM V5.1 and Teradata Warehouse
    a division of NCR Corporation
1700 South Patterson Boulevard
Dayton, OH 45479
(937) 445-5993

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