Experian wins The Associates CRM contract

Experian wins The Associates CRM contract

Citigroup subsidiary Associates First Capital Corporation (The Associates) has contracted with UK-based credit agency Experian to improve its customer management strategy.

The Associates will use Experian's Truvue solution to link together its various disparate customer databases to provide a rounded view of the customer. This single view will then be integrated with The Associates' in-house analytical data warehouse.

Truvue's single customer view will enable The Associates to improve on cross selling and up selling opportunities by not only identifying what products and services a customer already holds, but also the communication channel to which they are most responsive, says the company.

The Associates is looking to develop improved direct marketing campaigns that are targeted precisely to each individual's needs and preferences.

Clare Robinson, database manager for The Associates, says: "By entrusting Experian to deliver an integrated, single customer view we are able to focus our core business efforts on maintaining excellent relationships with our existing customers, whilst effectively targeting prospects."

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