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Spotlight: STCU Analyzes Customer Data to Improve Service

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The credit union spent six months developing a proprietary system to analyze a wide range of customer data.

To better serve its 74,000 customers, the Spokane Teachers Credit Union (STCU) worked with consultants from Pitney Bowes to develop a system, built around Pitney Bowes' Sagent Data Flow product, that analyzes customer data ranging from age to choice to financial products.

"A custom engine built internally by STCU's IT department grabs the data each evening, making it available to a Web-based customer relationship management (CRM) application that its frontline workers use to interact with customers," writes SearchDataManagement.com's Jeff Kelly. "The development and implementation took about six months."

"Now, when a member calls the credit union with a question about an account, logic built into the customer data analytics engine processes that customer's personal and financial data, creates a custom script for call center representatives, and displays the information via the Web-based CRM application," Kelly writes.

The result can be everything from a detailed recommendation for a higher-yield money market account to simply prompting a rep to wish a customer a happy birthday.

Click on the following to read the SearchDataManagement.com article: Customer data analytics leads STCU to personalized customer service

This article was originally published on January 22, 2010
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