A regional retail and commercial bank with more than $15 billion in deposits was handicapped with aging marketing systems and limited data sources. As a result, the bank had an incomplete view of the customer relationship. Without a comprehensive, household view, segmentation, valuation, and cross-sell activities could not proceed. Chris Cahill led a team charged with developing and deploying a comprehensive customer data management capability..
Approach
- Determined and synthesized the full set of requirements for all internal business partners
- Managed the vendor selection process
- Developed the business case for the system with the Finance team, incorporating incremental revenues and cost savings
- Oversaw the system development and ensured the full execution of marketing and IT systems requirements
Results
- Significantly enhanced customer reporting and ad hoc insight capabilities
- Fully integrated campaign management capabilities and created greater direct marketing efficiencies
- Enabled more in-depth customer analysis and predictive modeling with grater data access capabilities
