Bank marketers are facing increasing pressure to enhance cross selling and up-selling of products, and to address the complexity and fragmentation of marketing efforts. The marketing function is also challenged by the need to improve the efficiency, effectiveness and accountability of their operations. Infogain helps businesses extend the functionality of CRM and campaign management applications and processes to create improved response rates within an interactive multi-channel environment. In addition to implementation of basic functionality for campaign analytics, campaign execution and managing campaigns, Infogain assists with implementation of more-advanced processes and multi-channel enabling technologies such as predictive analytics, campaign optimization, event triggering, real-time recommendations and evolving e-marketing integration.
NEXT BEST ACTION STRATEGY TO SUSTAIN REVENUE GROWTH
It has been over a decade since enactment of the Riegle-Neal Interstate Banking and Branch Efficiency Act that enabled true interstate banking to occur. Bankers expected Riegle-Neal to help them to grow in size, revenue and profitability, but studies of actual results show mixed benefits and a lack of truly organic revenue growth within banks' customer franchises. The current interest rate environment requires that banks focus on improved customer experience and enable greater cross-sell/up-sell to retain customers and sustain revenue growth. Customer Relationship Management (CRM) was supposed to be the key to making this happen but actual experience with enterprise CRM has been problematic.
In a groundbreaking whitepaper from Infogain, we examine the issue of sustainable revenue growth in depth, including why traditional CRM has failed to elicit the kind of growth that the technology initially promised. We conclude that there is a missing organizational learning component that must be combined with a technical architecture to create a next-best-action strategy for conscious engagement with customers to achieve the goal of sustainable revenue growth
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