CRM refers to both a business approach and software class. As an approach, it aims to increase sales and loyalty by managing quality communications and collaboration with customers. As a software class, it allows companies to manage and maintain customer processes across the enterprise with transparency, control, scalability and flexibility. There are different types of CRM systems for uses like sales, marketing, risk management, and back office functions. CRM provides a foundation for building collaborative processes between customers, employees and partners to digitize interactions and value chains. Key considerations for CRM include supporting the customer journey across channels, and transitioning from transactional to lifelong customer relationships. Major CRM providers include Microsoft, Salesforce, and Oracle.
2. CRM. WHAT IS IT?
CRM as an approach:
• Customers Relationship Management –
area of business activities with goal of
increasing of sales and clients loyalty through
managing of a quality and ways of
communications and collaboration with clients.
CRM as a software class:
• Enterprise level of software with ability
to manage and maintenance clients
processes of the whole company with
focus on transparence, controllability,
scalability and flexibility
2
Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
3. TYPES OF CRM SYSTEMS BY FIELDS OF USAGE
3
360º
experience
of a client
▪ Potential clients base
▪ Cross-sale
▪ Handling objections
▪ Multichannel
▪ Sales Funnel
Sales
▪ Targeted marketing
(sms, e-mail, calls, digital
bank, tasks to managers)
▪ Segmentation
▪ Clients retention
▪ Clients satisfaction
▪ Speed and quality of work
with claims
▪ Data privacy
▪ Underwriting
▪ Control of mutual settlements
and obligations
▪ Paperless workflow
▪ Automatization of
collaboration
▪ Risks analysis
▪ Fraud prevention
▪ Audit
▪ Soft collection
Marketing
Risks
Service
Back Office
aCRM:
• Analytical CRM for marketing
segmentation, campaigns
management and demand prediction
oCRM:
• Operational CRM for work of
channels managers and running
of internal clients processes
pRM:
• Partners CRM, for work of
business development managers
Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
4. CRM CONCEPT
Course title: oCRM at Sales, Service and Business Multichannel Management, The Retail Banking School 4
ууущщйццззййз
Segmentation
360O
Overview
of a client
Emails
Calls
Social
Personal
meetings
Web
Mail
Points
of sales
Profitability of a client
#
5. CRM AS A FOUNDATION FOR VALUE CHAINS BUILDING
5
Collaborative processes:
1. Client – Bank collaboration
2. Client – managers
communications (sales,
cross-sale, service)
3. Digitized internal processes
(operations, risks, conveyors)
4. Value chains with partners
and external platforms
Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
6. PERSONALIZED BANKING
6
CRM
Engine
Personalized content
(Web + Mobile)
Predictive
analytics
Client
segmentation
Next best
offer
Automated
marketing
Mortgage
refinance,
Insurance plans
Credit Card, Car
Loan, Personal
Loan…
From rent to buy
Price-sensitivity
models
Blog
Key points to consideration:
• Customer journey building.
Searching for potential triggers for
best offers for cross-sale.
• Preparing of customer, products
and services life-circle map for
switching business from
transactional to life-long
relationship model.
Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
7. CRM. THE MAIN PLAYERS
CRM providers:
• Best CRM systems at a market are:
• Microsoft Dynamics 365 (CRM)
• Salesforce
• Oracle Siebel CRM
• Gartner research allow to look to the best CRM
Key, but hidden factors of CRM choosing:
• Ability to scale to all your processes
• Integration opportunities
• Speed and stability of work
• License policy and cost of ownership
• Expertise at a market
Source of a picture: Gartner (June 2021)
Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School 7
8. CRM AT A CLASSICAL AND ANTI-CRISIS STRATEGY
8
Marketing
and
acquisition
Sales efficiency
(More sales, less costs)
Cross-sale
Clients retention
Work with overdue debts and risks
Work with overdue debts and risks
Clients retention
Cross-sale
Sales efficiency
(More sales, less costs)
Marketing
and
acquisition
Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
