Case Study: Chinatrust Commercial Bank (CTCB) achieves best-practice CRM and automated event-based marketing with Teradata

CRM at Chinatrust Commercial Bank Winning, One Customer at a Time

Chinatrust Commercial Bank (CTCB), a major consumer bank in Taiwan and the country's largest credit-card issuer, faced intense competition for high‑value customers and needed to deepen relationships while avoiding customer overcontact and wasted marketing spend. The challenge was to move from periodic, broad campaigns to timely, personalized engagement—especially for VIP and "VIP-to‑be" segments—while measuring and improving marketing effectiveness across channels.

CTCB strengthened its enterprise data warehouse and deployed a Teradata CRM campaign engine with SAS-driven modeling to run event‑based, closed‑loop campaigns, supported by a General Inquiry team and strict lead‑management rules. The result: markedly better campaign performance—direct marketing ROI rose as high as 1,400 (with a single web campaign hitting 1,900), a 16% success rate on 355,000 leads from 30 EBM campaigns in six months (well above regional peers), broader CRM adoption across ~500 users, and plans to scale EBM to 100+ campaigns annually.

Chinatrust Commercial Bank (CTCB)