International Business Machines Corp. is formally launching today a suite of software and tools aimed at helping banks understand their customers better.
DecisionEdge for Relationship Marketing helps determine how individual customer relationships can best be handled to increase profits and market share. It incorporates four components: profitability analysis, customer segmentation, campaign management, and customer prospecting. These are sold individually or separately.
DecisionEdge includes a data warehouse, data models, and quick-start data marts.
A handful of banks are already using the product. KeyCorp of Cleveland uses it to cross-sell products to its seven million customers. Peoples Bank and Trust Co. of Indianapolis uses the technology to reconcile customer data and map its retail branch strategy. First National Bank North Dakota manages customer relationships with it, and Santa Barbara Bank and Trust will use DecisionEdge to direct information to the proper decision makers and reduce attrition.