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As one of the largest financial services firms in Europe, ING had a high-volume direct marketing operation, sending out around 60 million pieces of direct mail each year. The bank realized that its campaigns were losing effectiveness because its campaign programme - originally built for direct mail - was not meeting the needs of what was now a multi-channel bank with a strong focus on the online channel. ING went through a 15-month project that involved a budget of more than 5 million and around 50 full-time employees from marketing, IT, customer intelligence and the different channels to build a state-of-the-art direct marketing programme to overcome the old programme's challenges. ING's new direct marketing programme produces marketing messages that are personalized and delivered through different channels in real time. The programme allows ING to do the following: Run campaigns via multiple channels. Whereas ING's old campaign management programme was exclusively based on outbound channels like direct mail, email and outbound call centre calls, the new programme supports marketing on inbound channels like branches, the bank's secure website and inbound calls to the call centre. Synchronize marketing across channels. As campaign management is centralized, campaigns run as a concerted effort across channels both inbound and outbound. For example, a customer can receive the same savings account offer through email, on the website or both in succession. ING has set norms to ensure that offers are communicated through channels achieving specified response rates. Personalize marketing messages. Each customer receives an individual product offer based on what's already known about him and what's been learned during the recent interactions. Branch employees can now see what the next best action (NBA) for each individual customer is and suggest a product during a client interaction in a branch. . Run as a continuous dialogue. Instead of focusing entirely on ad hoc campaigns, ING's new campaign management programme runs on a continuous basis. By collecting customer responses from different channels and feeding them back into the data warehouse daily, the bank can constantly optimize the offers made to customers. If an offer is shown several times and the customer does not respond another offer will be shown Question: Analyze the case and describe the Campaign Management System adopted by ING to revamp its loosing customer share