This Financial Insights report discusses the achievements of Taiwan's Chinatrust Commercial Bank (CTCB) in strengthening its CRM capabilities by rolling out best practice marketing and campaign management. CTCB has progressed from a traditional marketing/campaign practice of deploying periodic campaigns based on ad hoc segmentation and data mining scores to an event-based environment that is able to understand individual customer behavior and propensities. This study discusses the business needs faced by CTCB and mentions some benefits that have already been observed by the bank.

Michael Araneta, research manager for Financial Insights Asia/Pacific IT Benchmarking says, "Chinatrust Commercial Bank's experience proves that with executive commitment, strong business unit involvement, and well-thought-out technology investments, banks can indeed succeed in really understanding their customers." Araneta continues, "A greater emphasis on customer analytics has redefined the CRM story of Asia's banks, and CTCB is among several players leading the charge to implement credible CRM propositions."