The Customer Database: Cross‐selling Retail Financial Services Available to Purchase

Discusses database marketing, typically associated with direct mail activities, but can be seen to be only the first stage in its evolution for financial services organizations. Charts development of the Bristol& West database to highlight some issues, key decisions and benefits. Successful cross‐selling to customers depends on the strength of the relationship built up with the organization and the ability to identify and satisfy individual customer′s needs. A potential use of the customer database is to apply it at point of sale, but organizations,which typically have a lot of information on customers, are not generally organized to use it in this manner.