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For more information about other Microsoft customer successes, please visit: casestudiesCustomer: Union Bank of IsraelWebsite: HYPERLINK "" unionbank.co.ilNumber of Employees: 1,100Country or Region: IsraelIndustry: Financial services—BankingPartner: MatrixCustomer ProfileUnion Bank of Israel is Israel’s sixth-largest bank, and serves the domestic and private banking sectors. Around 30 percent of the companies that operate the country’s diamond businesses are customers of the bank.Software and ServicesMicrosoft DynamicsMicrosoft Dynamics CRM 3.0Microsoft DynamicsCustomer Solution Case StudyBank Increases New Accounts with Flexible Customer Relationship Management Tool“Since Microsoft Dynamics CRM was deployed, we’ve significantly increased the number of new accounts opened a year—the marketing process is more effective.”Ayelet Morim, CRM Project Manager, Union Bank of IsraelUnion Bank of Israel wanted to support its sales employees with the tools to deliver highly personalized customer service, and the data to create successful products and services. In 2006, it deployed a customer relationship management (CRM) solution based on Microsoft Dynamics CRM. Since the solution was deployed, the bank has significantly increased the number of new accounts opened annually.Business NeedsEstablished in 1951, Union Bank of Israel provides banking services to domestic and business clients in Israel. It employs more than 1,000 people at 35 branches and private banking centers. In 2006, it initiated a strategy to increase revenues by providing highly targeted products and services for both domestic and business customers. To support this strategy, Union Bank of Israel needed to enhance its understanding of customer needs and wanted comprehensive data on different customer segments—for example, the savings, loans, and mortgage requirements of its domestic savers, and the financial and investment consulting services required by its business clients. Ayelet Morim, CRM Project Manager, Union Bank of Israel, says: “Prior to 2006, our call centre team didn’t have a standardized process for dealing with customer queries for services and marketing. Each time a customer called, an agent had to search through multiple applications to find or enter data related to the customer. It took them up to 20 minutes to deal with each query.” Lack of standardization also meant that information about customers was captured in separate systems. Information on customer profiles—for example, their credit needs and banking habits—wasn’t held in a central database. This made it difficult for sales and marketing employees to transform information into the valuable business data they need to create competitive products and targeted campaigns,” says Morim.SolutionUnion Bank of Israel worked with Matrix, a systems integration specialist in Israel and Microsoft Gold Certified Partner, to deploy a CRM solution based on Microsoft Dynamics CRM 3.0. The flexible, scalable solution integrates with Union Bank of Israel transactional banking systems and is accessed from an interface that looks like a familiar Microsoft Office Outlook application. All user permissions are configured through the Active Directory service, which is connected to the bank’s electronic call distribution system. Morim says: “We evaluated several CRM offerings, including Siebel, but Microsoft Dynamics CRM had the features to support our strategic goals.”Microsoft Dynamics CRM modules for Sales Force Automation, Customer Service, and Marketing, provide 400 employees in the customer service call centre, operational headquarters, and branch sites, with the tools to manage all customer interactions, and create targeted sales campaigns. Sales Force Automation. The bank’s sales workflow is standardized within Microsoft Dynamics CRM. Employees can view customers’ details at-a-glance, and manage sales leads and opportunities. Customer Service. Call centre agents use a single sign-on to create a new customer profile. They can view sales consultant resources across services and locations, and book one-to-one banking advisory services at branches most convenient to customers. The Microsoft Office Outlook appointment attaches all customer data and is logged directly into the CRM solution.Marketing. The system provides a comprehensive view of customers based on their demographic data, spending, savings, and credit requirements. Marketing employees can use the data to create useful reports and develop targeted products based on different customer segments. They can also take advantage of Microsoft Dynamics CRM tools to evaluate the success of Union Bank of Israel products and campaigns. BenefitsWith the flexible, scalable, CRM solution, employees have the tools to provide fast, effective customer service. The marketing team can access valuable customer profile data to help it create competitive products for different market segments. Morim says: “Since Microsoft Dynamics CRM was deployed, we’ve significantly increased the number of new accounts opened a year—the marketing process is more effective. We manage more calls in our customer contact centre, and the average call time has been reduced by more than 50 percent.”Customer service is enhanced. Calls are resolved within less than five minutes, compared with up to 20 minutes previously. This leaves the service team available to answer a higher volume of calls within the same timeframe. Morim says: “With Microsoft Dynamics, we manage more calls, which reduces the time customers spend waiting to get through to an agent,” he says. Union Bank of Israel is currently measuring customer retention rates, but is already confident that retention levels are higher now.Resourcing is efficient. The bank’s strategists reorganized service delivery to make the best use of internal resources, while increasing the quality of service to customers. It now employs more telephone agents to manage the first stage of customer contact over the phone, and employs fewer consultants at branches. Revenue is boosted. New accounts have significantly increased. Morim says: “Our growth in customer accounts is directly attributed to the information we can draw from the Microsoft Dynamics CRM solution. The sales and marketing teams have a complete view of customers, and the tools to create effective, targeted campaigns that respond to their needs.”New initiatives are easily supported. Previously, employees spent months developing workflows to incorporate new government regulations, whereas now it takes just two weeks. The workflows required to activate products and services are also swiftly deployed. Banking products go to market faster, capitalizing on customers’ potential needs. ................
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