Sales and marketing support system using a graphical query prospect database

• US 5,966,695 A
• Filed: 10/17/1995
• Issued: 10/12/1999
• Est. Priority Date: 10/17/1995
• Status: Expired due to Term

• Current Assignee: Citibank (South Dakota) NA (Citigroup Incorporated)
• Original Assignee: Citibank (South Dakota) NA (Citigroup Incorporated)
• Inventors: Martinez, Rafael, Hirsch, Martin, Melchione, Anthony R., Seifert, Eric
• Primary Examiner(s): Voeltz, Emanuel Todd
• Assistant Examiner(s): Hughet, William N.
• Application Number:
  US08/544,102
• Time in Patent Office: 1,456 Days
• Field of Search: 395/201, 395/606, 395/210, 395/235, 705/10, 705/35
• US Class Current: 705/7.33
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 40/00 Finance; Insurance; Tax strategies; Processing of corporate or income taxes

Abstract

An electronic sales and service support system and method for identifying sales targets using a centralized database to improve marketing success. The system includes a central database that receives comprehensive information from a variety of internal and external feeds, and standardizes and households the information in a three-level hierarchy (households, customers, and accounts) for use by a financial institution. The comprehensive information stored on the central database is accessed through micromarketing workstations to generate lists of sales leads for marketing campaigns. A database engine is provided for generating logical access paths for accessing data on the central database to increase speed and efficiency of the central database. The system distributes sales leads electronically to branch networks, where the sales leads are used to target customers for marketing campaigns. The central database is accessed by workstations of a central customer information system for profiling customers, enhancing customer relationships with the financial institution, and electronically tracking sales performance during marketing campaigns.

Claims

1. An electronic sales and service support system for a financial institution, comprising:

a central database containing information about households, customers, and accounts serviced by said financial institution wherein the central database stores the information about households, customers and accounts in a hierarchy such that the household information is a level above the customer information and the customer information is a level above the account information;

a micromarketing center having at least one user workstation in electronic communication with said central database, said user workstation having an input device for entering selection criteria which operates individually or on combinations of household, customer and/or account information copied from the central database for defining a selected group of customers to target for a marketing campaign; and

a central customer information system having a plurality of branch workstations in electronic communication with said micromarketing center and said central database, said branch workstations each having a display device for selectively displaying a profile of a customer including the customer'"'"'s relationship with the financial institution; and

whereby said micromarketing center generates a list of customers from the selected group of customers to target for a marketing campaign and electronically communicates the list of customers to the central customer information system, wherein the list communicated to the central customer information system contains customer identification information and customer summary information, and said central customer information system selectively provides information about said list of customers in real time, directly from the central database via a telecommunication link, when said list of customers are contacted during a marketing campaign.

2. The electronic sales and service support system of claim 1, wherein said central database comprises:

a central data storage means for storing the central database;

means for inputting input data into the central data storage means from a plurality of sources; and

means for standardizing and householding the input data in the central data storage into the hierarchy.

3. The electronic sales and service support system of claim 2, further comprising means for searching the data storage means in response to structured queries and identifying records that match said queries;

and

means for building said structured queries in response to a user'"'"'s selection of criteria from a graphic user interface of the user workstation at said micromarketing center.

4. The electronic sales and service support system of claim 3, wherein said user workstation at said micromarketing center includes means for retrieving identified data records from the central data storage means in response to said structured queries and remote data storage means for storing data records retrieved from the central data storage means.

5. The electronic sales and service support system of claim 4, wherein said user workstation of said micromarketing center comprises means for displaying data records retrieved from the central data storage means in response to said structured queries.

6. The electronic sales and service support system of claim 1, further including means for transmitting data records from the user workstation at the micromarketing center to the plurality of branch workstations of the central customer information system.

7. The electronic sales and service support system of claim 1, further comprising means for generating logical access paths for searching the central data storage means and quickly identifying records that match said queries.

8. A method of identifying sales targets, distributing sales leads, and enhancing sales tools for a marketing campaign, comprising the steps of:

inputting data into a central database from a plurality of sources;

standardizing and householding said input data into a plurality of organizational levels within said central database wherein said organization levels include household level information, customer level information and account level information where the household level information is a level above the customer level information and the customer level information is a level above the account level information;

placing a user workstation in a micromarketing center in electronic communication with said central database;

entering criteria into a user interface of said user workstation for defining a list of customers to target during a sales campaign, wherein the list of customers contains customer identification information and customer summary information;

building structured queries in response to the selected criteria which operates individually or on combinations of household level information, customer level information and/or account level information;

searching the central database using said structured queries, identifying records in said central database that match said selected criteria, and generating said first list of customers to target during the sales campaign;

placing a branch workstation of a central customer information system in electronic communication with said central database;

distributing said list of customers to said branch workstation; and

displaying a profile containing information about a customer from said list of customers on said branch workstation during a sales session with said customer during the sales campaign wherein the branch workstation receives the profile directly from the central database.

9. The method of claim 8, further comprising the steps of:

householding said information within said central database into household, customer, and account levels; and

generating a logical data access path for accessing data in each of the levels.

10. A system for storage, searching, and retrieval of financial and demographic data, comprising:

a central data storage means;

means for inputting data into the central data storage means from a plurality of sources;

means for standardizing input data in the central data storage means in a plurality of organizational levels wherein a first organizational level is above a second organizational level;

a plurality of user workstations that are remote from the central data storage means, each of the user workstations including data storage means and display means, the workstations including means for generating a graphic user interface for allowing a user to select search criteria blocks to graphically build a graphically constructed search query;

means for converting the graphically constructed search query into a text query that includes necessary codes and syntax required to insure that the text query will run;

means for allowing data communication between the user workstations and the central data storage means;

means for searching the central data storage means in response to structured queries received from one of the user workstations and identifying records that match said queries;

means for providing specific leads comprised of customer identification information and customer summary information to the user workstation; and

means for directly downloading the specific leads to a branch workstation wherein the branch workstation receives a customer profile directly from the central data storage via a telecommunication link.

11. The system of claim 10, wherein said user workstation includes means for retrieving identified data records from the central data storage means in response to said structured queries and means for downloading reports and files to local printers and storage devices.

12. The system of claim 11, wherein said graphic user interface includes pull-down windows, icons, and drag-and-drop operation.

13. The system of claim 10, further comprising a plurality of branch workstations connected to each user workstation by telecommunication means, and means for transmitting data records from the user workstation to the plurality of branch workstations.

14. The system of claim 10, further comprising means for generating logical access paths for searching the central data storage means and identifying records that match said queries.

15. The system of claim 14, wherein said first organizational level comprises household level information, said second organizational level comprises customer level information, and said plurality of organization levels comprise a third organization level that comprises account level information, and further comprising means for defining a universe of selected households, customers, and accounts for each query.

16. The system of claim 15, further comprising means for defining criteria of households or customers within said defined universe for generating a list of optimum sales leads for a marketing campaign.

17. The system of claim 10, further comprising means for grouping data records into a single unit considered to be one household, based on demographic information.

18. The system of claim 10, wherein the customer service database is remote from the central database.

19. The system of claim 10, wherein the central database includes a security database component, a domain database component, a parameter database component, a generation database component, a query output database component, a selected query universe component, and a household-customer-account repository component, and wherein the components of the central database are interfaced with each other and with the outside communication feeds by a database engine.

20. The system of claim 19, wherein the database engine includes a first logical component that extracts specified keys that satisfy the user criteria;

and

a second logical component that picks up all the data items that the user wants;

wherein both the first and second logical components can be saved for further processing at another time; and

further comprising means for using the saved keys to pick up a different set of fields.