CRM System Implementation: A Major Commercial Bank.
The Client
Major Commercial Bank
The Situation
The client is a major commercial bank providing credit card, banking and financial services to 12 million customers.
The Challenge
The client wanted to gain a competitive advantage in the highly competitive and information intensive financial services industry. The client wanted an information distribution and delivery infrastructure that would provide this competitive advantage. The client highlighted the following goals:
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Cutting down on the loss of customers and customer value to non-bank competitors.
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Strengthen customer ties weakened by years of consolidation.
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Integrating an infrastructure of newer communication channels such as call centers and eMessaging capabilities.
The client’s data was housed in more than 33 non-integrated transactional systems.
The Solution
The implementation of a CRM solution that would personalize customer relationships and achieve the following:
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Identify the most valuable customers.
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Increase wallet share for existing customers.
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Gain a better understanding of customer behavior.
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Better develop and customize marketing campaigns
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Develop the best mix of products and services.
Wability inc. was selected to recommend and implement a comprehensive CRM solution. Siebel Call Center was selected and implemented.
The Benefits
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The client now has a central repository, where everyone in the organization can view relevant and consistent customer data and analyses from any branch or from the corporate marketing organization.
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The client is able to coordinate front-line marketing efforts with centralized marketing to ensure that customers are treated consistently.
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There is now a profit focus among front-line employees, allowing the bank to maximize the profit derived from direct customer contact.
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The system has the ability to send information from customer contact points to corporate headquarters allowing marketing campaigns to be augmented with informed local interaction to maximize results.
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The bank can now more effectively cross-sell and up-sell by tracking customer activities.
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The bank now has the ability to provide more timely and relevant information to its customers, increasing its share of each customer’s business.