Tailoring Customer Marketing in Real Time
NCR Corporation has combined its analytical software, e-Commerce hosting capabilities and self-service technology with offline and online customer experiences to create a product that allows users to customize marketing messages in real time. The resulting product can deliver tailored messages to customers at a wide variety of interaction points including automated teller machines, retail checkout, Web sites, customer call centers, bank branches and kiosks.
The system provides marketers with a continuous loop of customer transaction information and feedback, data it picks up from past experiences financial institutions, retailers, cataloguers and suppliers have had with that customer combined with real time information such as a purchase the customer is currently making. It then analyzes the data to help a marketer customize a message based on the customer's preferences and up-to-the-minute actions.
Early users of the product include a major retailer that draws data from its bridal registry to create a comprehensive lifecycle marketing campaign. When a sale then occurs on a preferred brand, the couple is notified via e-mail, alerted via a Web banner or given a cash register coupon when they next visit the store. Another user is a major telecommunications company that uses the application to generate low-cost, direct-mail catalogs geared specifically to the accessories designed for a customer's particular cellular phone model.
Copyright © 2005 Bankers' Hotline. Originally appeared in Bankers' Hotline, Vol. 15, No. 7, 7/05
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