Aiming to maximise on the marketing potential of its call centre, Suncorp Metway is set to implement a customer relationship management (CRM) suite in June to help drive its cross-sell strategy.
According to the bank, almost 60,000 transactions are processed daily through 150 branches and its call centre, thereby presenting a large opportunity to cross-sell and up-sell to customers making banking and insurance transactions.
The CRM suite will be rolled out across 526 touch points throughout selected branches, the call centre and the bank's Internet site.
Suncorp Metway's group general manager of distribution, Mark Blucher said the software will let the bank test hundreds of offers a day and see what is working with customers in real time, rather than waiting weeks to see the response as we do with direct mail. Blucher, who said the software will let frontline staff deliver personalised sales or promotional offers to a customer making a banking or insurance transaction, declined to comment on the cost of the E.5 CRM real-time personalisation module from E.piphany.
The system builds a real-time profile for each visitor or customer from information drawn from many sources. It claims to be able to pull information from Web clickstream data, customer databases, transaction systems, third-party data and other sources.