UK-based Alterian has teamed up with Marketing Databasics (MDB) and MarkIT to develop the analytical foundation of Britannia Building Society's customer relationship management (CRM) programme.
The joint venture will provide a CRM system from which Britannia can seamlessly integrate customer analysis with marketing campaign management, say the companies.
MDB is to deploy and host Alterian's database platform as an analytic data warehouse and will develop a customised analytic CRM front-end system. In addition, MDB will integrate MarkIT's campaign management system, MarkIT Manager.
The customer-facing system will both feed marketing data to the branch staff and receive data back to allow the monitoring of interactions with customers. The building society highlights this as a crucial part of its CRM initiative, involving on-screen prompts for branch staff such as asking members if they received the latest mailing and if they would like further information.
David Crawshaw, senior manager CRM at Britannia Building Society, says: "The significant speed benefits offered by the combined solution means we can expect to be "fit for the future" and able to support campaigns across all our channels."