Cheshire Building Society rolls out smartFocus CRM technology

Cheshire Building Society rolls out smartFocus CRM technology

The UK's Cheshire Building Society has implemented customer relationship management technology from Bristol-based smartFocus across its marketing and customer knowledge teams.

The building society has signed a three-year contract for the vendor's smartServer Intelligent Marketing platform, which integrates an analytical data engine and data store with an operational marketing database, along with analysis and modelling applications, Viper and smartModeler.

The vendor says its smartServer system provides staff with customer information that can be used to drive targeted cross and up-sell campaigns through the branch, call centre and direct mail channels.

The system helps marketers by bringing the customer analysis and segmentation processes in house, which enables them to build customer knowledge faster whilst reducing the dependence on external bureaux.

SmartFocus says its technology is also able to run daily updates from the Cheshire's operational systems. Howard Ormesher, customer knowledge manager, Cheshire Building Society, says: "We are keen to exploit the advantage that the daily refresh of the customer data gives us. This will allow us to finely tune our marketing campaigns with increasing sophistication, responding almost immediately to the way our members' operate their accounts."

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