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Front-office CRM system in practice

Front-office CRM system in practice. Balás Zoltán, Head of CRM and marketing analysis CIB Bank (Hungary). What is single customer view?. 1. Implement a system showing client’s contact history and portfolio. 2. Teach front office staff:

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Front-office CRM system in practice

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  1. Front-office CRM system in practice Balás Zoltán, Head of CRM and marketing analysis CIB Bank (Hungary)

  2. What is single customer view? 1. Implement a system showing client’s contact history and portfolio 2. Teach front office staff: „Take care the client only who is standing in front of you” 3. Get business advantage: Formerly: 2-3 campaigns in the network at one point of time Afterwards: 15-20 campaigns parallel

  3. Client value based service • Client value (income – direct costs) are calculated and displayed every months. • Sales staff aligns: • x-sell efforts (aggressive vs. light) • time spent with client

  4. Sales based on automatic x-sell Set-up of rules 47 mln 18% Create offers (dataware-house) 8.5 mln 1,8% 154,000 Ranking 0,8% 42% 64,000 14% of total sales of branches

  5. Behavioural scoring based offers Estimate income 60% of total uncovered loan sales Calculate limit amount Monthly sales of 800-1000 uncovered loans Upload

  6. Motivational questions During the administration of client answers some questions have to be made We get to know the motivation of the clients why they have requested or refused a product. Cheap and quick mini-surveys!

  7. New ways of campaign measurement Target group Show-up Client contact Offer ratio Sales efficiency Offer made Sales Example II. Product: Online account Offer ratio: 38% Sales efficiency: 35% Conclusion: low branch activity and focus, due to remuneration problems Example I. Product: credit card Offer ratio: 65% Sales efficiency: 3% Conclusion: low sales results due to low affinity in target group

  8. Front-office application approaches Sales Desk concept Service Desk concept + Focused on selling + Easier implementation - Less efficiency and single customer view Source of picture: PBZ, Croatia + All information and functions at one place - Might be slower or not easy to overview

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