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FIRST NATIONAL BANK OF EVERGREEN PARK, IL, CAN'T remember what life was like before rolling out a marketing customer information file (MCIF) system. The $1.8 billion-asset bank, which serves Chicago's southwestern suburbs from six branches, has been using Orlando-based Marketing Profiles, Inc.'s MCIF database marketing system to provide platform officers with desktop access to customer/relationship data on deposits, loans, credit cards and other bank products.
But then, First National is getting more than cross-selling mileage out of the $45,000 it invested in the system; the bank is using it to improve its compliance with Community Redevelopment Act (CRA) regulations, custom-tailor new products to its customer base--even to target new branch sites.
The MCIF database marketing system, which MPI calls MAX$ELL, is a Microsoft Corp. DOS-based, turnkey solution. At First National, the system runs on a Compaq 486/33, networked to a mainframe at M&I Bank in Brown Deer, WI. First National doesn't have a data processing department, according to John Camphouse,...