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Front-office CRM system in practice
Balás Zoltán, Head of CRM and marketing analysis
CIB Bank (Hungary)
![Page 2: 1 Front-office CRM system in practice Balás Zoltán, Head of CRM and marketing analysis CIB Bank (Hungary)](https://reader036.vdocuments.us/reader036/viewer/2022082712/56649ea35503460f94ba7579/html5/thumbnails/2.jpg)
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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