Amena's customer service representatives lacked a holistic view of customer data. Without current, detailed customer data, representatives were unable to answer questions accurately, provide timely service or extend cross- or up-sell offers. Amena decided to implement a sophisticated, analytical-based CRM system with a 100-percent customer-oriented architecture. Known as the Avanza project, this new CRM system had to become the client data master and, as automatically as possible, enable commercial actions such as those needed to generate real-time offers, centralize call, etc. As a solution the company turned to Informatica PowerCenter to meet these challenges.
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