The objective was an all-embracing orientation to management of existent customers. Instead of ad-hoc responses based on momentary observations, communication with regard to existent customers was to be managed purposefully and sustainably. Among other things, emphasis was placed on automatic checks of whether customers fit into selections, and whether all exclusion and contact rules are adhered to. Customer communications here were to be managed via the relevant channels - e-mail, letter or call centre - culminating in goal-oriented performance measurement.

Apteco prevailed among the three suppliers on the short list. The comprehensive approach is optimally supported by the marketing suite's three elements (FastStats, PeopleStage and Orbit), allowing easy integration of the own CRM on one hand, as well as various channels such as e-mail service providers on the other hand.

b.telligent not only supported NetCologne in choosing the appropriate solution, but also created the related data model and was responsible for training employees.

Automated management of existing customers ultimately lowers total expenditure while raising the quality of processes.