MIAMISBURG, Ohio — Singapore-based media, research and intelligence company
The Asian Banker has announced that
Chinatrust Commercial Bank (CTCB) and its information technology vendor,
Teradata Corporation (NYSE:
TDC), were named the co-winners of its Best
Customer Relationship Management (CRM) Applications Award 2007. The award recognized CTCB for its dramatic success and results achieved serving and communicating with its millions of customers, supported by Teradata systems. CTCB has a history of recognized achievement using Teradata software, database solutions, and Teradata CRM business consulting services.
“Business consulting played a critical role in the success of the implementation and encompassed a CRM strategy and gap analysis report based on a comparison of CTCB’s organizational structure, people, processes, and skills to the world’s best practices,” according to the award announcement issued by
The Asian Banker. The announcement also emphasized the significance of “building a CRM roadmap for long-term management of CRM development within CTCB, defining a campaign design and refinement process with all related steps and required signoffs, building post-campaign profiling into the refinement process to improve success rates, and specification of key performance indexes for different categories of CRM users.”
This project has enabled large revenue increases and transformed CTCB from a traditional campaign player to an event-based marketing leader in the Taiwan market. Year over year achievements in 2007 include 308 percent growth in direct marketing campaign revenue, 32 times more contact with targeted customers, a 1,163 percent increase in sales volume in wealth management products and 2,197 percent revenue growth from direct marketing, according to
The Asian Banker.
Chinatrust Bank’s data warehouse-driven CRM program was initiated in 2004 and went into production in June 2005, starting with 40 event-based campaigns. Business benefits were realized almost immediately for this Phase I project. Further follow-up initiatives were consequently launched. The program has evolved through 2007, extending across business units and programs that include loan services, credit card products, wealth management business lines, and a line of insurance services.
“The financial services industry requires continuous customer dialogue across channels, which can be complex and challenging. Leading banks like Chinatrust conduct millions of customer conversations using Teradata every day,” said Allan Hu, general manager of Teradata Taiwan. “We are proud that Teradata customer management solutions and consulting services have been so valuable to Chinatrust. We expect even greater success in the future as CTCB’s very innovative marketers continue to expand their capabilities to manage data for competitive advantage.”
Teradata event-based marketing tools consist of software-based rules and triggers that detect, analyze and interpret customer interactions, which enable companies to provide timely and personalized attention to customers who may be in decision mode with regard to a product or service.
About Chinatrust Commercial Bank
Chinatrust Commercial Bank Co., Ltd. (CTCB) has set many records, including being the first bank to bring credit cards to Taiwan and the bank that has issued the most number of credit cards. Currently CTCB has 111 domestic branches and 58 overseas branches. By integrating existing and future establishments throughout the world, CTCB is forming an extensive international network to provide customers with excellent global and diversified financial services. For additional information about
Chinatrust please visit the firm’s Web site.
About Teradata
Teradata Corporation (NYSE: TDC) is the world's largest company solely focused on raising intelligence through data warehousing and enterprise analytics. Teradata is in more than 60 countries and on the web at
Teradata.com.
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Teradata is a trademark or registered trademark of Teradata Corporation in the United States and other countries.
