Poetic ROI

Sebor, Jessica
November 2006
CRM Magazine;Nov2006, Vol. 10 Issue 11, p42
Trade Publication
The article deals with the communication problem faced by VTR GlobalCom, a successful cable company in the South American market, with its growing customer base. Comments are made by Gustavo Riso, customer relationship management manager at VTR, regarding the miscommunication issue. There are several reasons for choosing Unica to streamline campaigns and handle its burgeoning customer base. The increase in campaign volume and quality is discussed, as well as customer retention rates.


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