South Africa's Nedcor Group is to deploy Aprimo Marketing as its central marketing platform across its retail banking operations as it anticipates a four-fold increase in the volume and variety of customer touches annually.
The Web-based platform from Indianapolis-based Aprimo will provide a central location for all of Nedcor's marketing information and activities together with end-to-end processing, says the company. It also incorporates performance metrics to identify which activities are achieving appropriate return on investment.
The bank will also use platform to judge its call centre staffing needs, based on the response level to Nedcor's monthly multi-channel campaigns. By matching staffing to response, Nedcor anticipates reducing its operating expenses and reallocating those funds to other areas that can help boost revenue.