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CSG app creates personalized e-mail blasts

Wed, 12/17/2008 - 7:15am
Brian Santo

CSG Systems introduced an application that allows the creation of HTML e-mail tailored to individual customer profiles, including personalized content based on a customer’s geography, existing services, account status and other characteristics.

The application, called Precision Email, is designed to be used for increasing sales and improving overall customer relationships for service providers.

Precision Email will be integrated first into CSG’s Care Express online customer management system. Services providers use Care Express to let their customers upgrade service packages, view and pay bills, and sign up for new services online.

CSG said Precision Email will subsequently be made to work with its Output Solutions and Prairie Interactive Messaging products, which are used to provide consistent customer interactions across multiple communication channels.

Dwayne Ruffin, CSG’s senior vice president of product management, said: “Recent research has shown that consumers are three times as likely to open a transactional e-mail, such as one reminding them to pay their bill online, as they are to open a commercial marketing e-mail. This e-mail channel presents a great opportunity for our clients to further build relationships with individual customers. With Precision Email, we take it a level further by delivering targeted, relevant e-mail communications based on customer profile data. This personalization delivers higher readership, click-through rates and increased sales.”

That capability could be amplified with CSG’s latest acquisition. The company recently began the process to buy Quaero Corp. Quaero provides analytic tools that help service providers predict their customers’ behavior. CSG said it plans to integrate those tools with Care Express.

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