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ns from the bank. And when the customer starts to work they can go for any of the current or savings account facility offered by the bank. The customer might wish to purchase goods, and so take away a mortgage. Customer might take out a car loan, to purchase a vehicle to get you to effort. As the customer advance in his career he begins to save for his own family, and saves for their own children's Education. Customer board ahead a number of reserves plans and scheme, and eventually Lloyds Banking Group offer Customer pension plan. In this way the bank does business with customers throughout their whole life.

Source: Adopted from face-to-face interview

Marketing Campaign

As like the Customer Relationship Management, marketing campaign has equal important in every operational area. This marketing campaign is the very first method that Lloyds Banking Group has used to test different analysis and techniques.

The overall marketing campaign has described on Figure 5:1 it shows the partiality determination and targeting the first step of the whole activity. Before attempting the approach on a large scale roll out different experimental campaigns have been designed and carried out to test effectiveness of the approach.

By meeting the sales forces in the branch offices an educational process has been introduced, by distributing an explanation booklet and publishing on the internet a note on the whole process of marketing campaign. In order to track the customer under promotion, system interface has been modified. It also helps to enable the sales people in the branch office to complete the sales on promoted customers as well as to record the fact that the sale was an end result of the promotion.

So far the bank has used two different to promote, firstly: the sales person of the branches and secondly: call-centers. The activities of call-centers are supported by specific software package. The total campaign has supported by the specific Marketing campaign management software. This software uses both the data's from data warehouse and also manage itself a smaller local database, for the campaign data to be stored temporarily. Data's such as list of customers, date of promotion, responses etc. has been copied manually into the data warehouse when the campaign has been completed.

As described in the figure, Large Scale Lloyd's infrastructure the first step is the Cluster Analysis, which basically classifies the clusters or the group of similar customers, than it is formed as campaign Design. The campaign designs the potential for each clusters or groups of customers. Campaign design model completely impacts the profitability. The third step comes to supporting materials, this is basically it produces scripts, training and sales support materials. Fourth position comes to test campaign; this executes the test campaign to evaluate the effectiveness of the Marketing campaign. This stage a本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。