Canada's Laurentian Bank is implementing Massachusetts-based Unica's customer interaction and marketing management software, Affinium.
Unica says the bank will use its Affinium system to improve the efficiency of marketing programmes and help drive customer acquisition, retention and growth.
Luc Bernard, senior vice president, marketing and product management at Laurentian Bank, says: "We want to serve our clients better, respond to their inquiries faster and make sure that we're providing them with the right products and services."
Laurentian also expects Affinium to improve the productivity of its marketing organisation. Previously, it took several weeks for marketing analysts to manually hand-code and execute campaigns, but with the new product the bank expects to execute similar campaigns in less time. This will enable more campaigns to be lauched and free up time for staff to focus on strategic initiatives.
With 156 retail branches in Quebec, Laurentian Bank has an aggressive business plan to open several new branches. The implementation of Affinium is part of a major initiative to enhance its CRM infrastructure in support of this future growth, says Bernard.