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Article: Fiserv's lesson in marketing. (Cover Report: Business Strategies).
- Article from:
- Mortgage Banking
- Article date:
- June 1, 2002
- Author:
CopyrightCOPYRIGHT 2002 Mortgage Bankers Association of America. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When Fisery developed a new mortgage servicing system to replace its old Data-Link system, ho would have thought the hardest part would be marketing? The stereotype of the old system dogged the new product until innovative ads and new customers broke down the old perceptions.
WHEN TED MORSE WAS HIRED BY SOUTH BEND, Indiana--based Fiserv Mortgage Servicing Systems three years ago, he knew he had a challenge ahead of him: to turn a technology-driven company into a market-driven company.
In 1993, Brookfield, Wisconsin-based Fiserv Inc. acquired a South Bend, Indiana, mortgage technology company called DataLink, maker of a real-time servicing system of the ...