Canada's RBC Financial Group is implementing customer relationship management (CRM) technology from Teradata which it will use to support its multi-channel marketing campaigns.
NCR spin-off Teradata says RBC is moving to the implementation phase of its CRM technology for event-based marketing after a successful pilot earlier this year.
Event-based marketing, which incorporates software programme rules and triggers into the marketing process that detect, analyse and interpret customer actions, transactions and interactions. This enables firms to provide timely and personalised services to customers via multiple channels, including the Internet, ATMs and call centres, says the vendor.
Commenting on the implementation, Ted Brewer, VP, customer information management, RBC, says: "RBC needed a powerful event-triggered CRM software solution which could scale up to hundreds of simultaneous campaigns a year, engaging millions of individual customers through a variety of channels."
"We expect that data warehouse-driven CRM tools will create relevant dialogues with customers across channels, and will help us more effectively serve our customers wherever they choose to interact with RBC," he adds.