SOME MARKETING ACTIVITIES are more onerous than others. Take East Ascension Telephone Co. (Eatel), which had been pitching customers various service offers on its billing statements.
But when Hurricane Katrina hit, the Gonzales, LA communications firm stopped promoting its local and long-distance telephone, TV, high-speed Internet and Web hosting services in Ascension and Livingston, LA. Marketing right after the storm not only would’ve been insensitive, but the U.S. Postal Service wasn’t delivering to many of its customers.
The answer was Exstream Software’s Dialogue, a personalization application that triggered Eatel’s database to suppress mailings to the hardest-hit areas. Customers whose neighborhoods weren’t completely washed out received details of out-of-service credits. They also got a note from Eatel saying it was halting late-payment fees since its New Orleans pay-by-mail center was flooded.
Dialogue incorporates data from several formats
Network
