To improve its relationship marketing, Oracle Software, a US based global IT and Information services company, set up a relational database to drive its telemarketing sales efforts. The system allowed company representatives to call up all relevant information on the enquired about product, look at competitors' offerings, and examine all previous interactions with the caller (including other people at the prospect's firm who have interacted with Oracle). This level of immediate interaction with ...

BPIR Categories

4.1.4 Develop & implement marketing strategy
4.2.3 Confirm specific service requirements
1.3.3 Review customer relationship approach
1.2.5 Predict customer purchasing behaviour
10.2.1 Establish info/knowledge management systems

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