The group, established in 1870 and now one of the largest UK building societies, has selected SmartFocus to run daily updates from its operational system and respond to the way its members operate their accounts.
The SmartFocus group will enable users to gain an understanding of the product holdings of customers and households to drive targeted cross and up-sell campaigns through the branch, call centre and direct mail channels.
Howard Ormesher, Cheshire Building Society customer knowledge manager, said: "We now have customer insight in seconds, which is used immediately to develop ever more targeted campaigns, delivering greater member value."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .