Mortgage Technology: Bringing telephones and computers together for the mortgage industry!

Lee Najjar, CIO of The Credit People Company, announces a new integrated phone and advertisement tracking system tailored for the mortgage industry.

Darius Panah, CEO, states, Marketing campaigns are a huge investment for any company -The Credit People Company is no different. We invest a great deal of time and money into the efficiency and quality of our marketing campaigns."

In order to capitalize on our marketing investments, weve implemented a CTI (Computer Telephony Integration) infrastructure with a CRM (customer Relationship Management) component that allows us to track the success of each marketing campaign relative to actual sales" says Lee Najjar, CIO. By linking SpeedLeads , a suite of custom developed CRM /lead management applications built on a frame work of Rich Internet technologies including, FlashMX, Flash Remoting, and Cold fusion MX, to our IP contact center through a TAPI (Telephony Application Programming Interface) component weve created a powerful e-transaction database for integrating marketing and customer data information. Weve added the power of data-mining and statistical reporting to give us the necessary tools to adjust our marketing strategy towards those campaigns that offer the highest return on investment".

Our reports that track the number of phone calls per advertisement," adds Dan Zuchowski, Secondary Marketing Officer. Based on the reports, we can determine how effective a particular advertisement is. This allows us to gear our marketing campaigns toward the market demand. With our computer integrated phone system, The Credit People Company has maximized profits through simple advertising for mortgage refinances."