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Front-office CRM system in practice

Balás Zoltán, Head of CRM and marketing analysis

CIB Bank (Hungary)

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What is single customer view?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 timeAfterwards: 15-20 campaigns parallel

1. Implement a system showing client’s contact history and portfolio

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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

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Offers generated

Offers diplayed

Offers to cutomers

Sales

Display ratio = offers displayed / offers generated

Offer ratio = offers to customers / offers displayed

Sales efficiency = sales / offers to customers

Contact efficiency = sales / offers displayed

Sales based on automatic x-sell

47 mln

8.5 mln

154,000

64,000

18%

1,8%

42%0,8%

14% of total sales of branches

Set-up of rules

Create offers (dataware-house)

Ranking

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Behavioural scoring based offers

60% of total uncovered loan sales

Estimate income

Calculate limit amount

UploadMonthly sales of 800-1000 uncovered loans

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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!

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New ways of campaign measurement

Client contact Offer

madeSales

Offer ratio

Sales efficiency

Example I.Product: credit cardOffer ratio: 65%Sales efficiency: 3%Conclusion: low sales results due to low affinity in target group

Example II.Product: Online accountOffer ratio: 38%Sales efficiency: 35%Conclusion: low branch activity and focus, due to remuneration problems

Target group

Show-up

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Front-office application approachesService Desk concept Sales Desk concept

+ All information and functions at one place- Might be slower or not easy to overview

+ Focused on selling+ Easier implementation- Less efficiency and single customer viewSource of picture: PBZ, Croatia