Addiko Bank Digital Transformation Experience drive with Microsoft Dynamics 365 platform to achieve better customer engagement, employee productivity and transform operations and products.

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2. Addiko Bank
Digital Transformation
Experience
Bohumil Hyanek - Managing Director
Customer Value Management, Addiko Bank
Snežana Nikolić - Client Analytics - Manager,
Addiko Bank
Vladimir Ljubibratić - Deputy Delivery Director,
Comtrade System Integration

3. Agenda
Addiko Bank Digital Transformation

4. Banks are under pressure to differentiate
and improve customer experiences
leading to knowledge
gaps across teams
related to missing
customer data
as customers want to be
able to engage with banks
at their convenience
and banks are struggling
to move customers
to digital channels
which leads to missed
opportunities and
customer churn
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Customer data is siloed
across systems
and departments
Banks don't have a
systematic way to address
compliance issues
Outbound sales are
yielding low results
Costs of serving
customers through
assisted channels
is growing
Relationship managers
only understand a
fraction
of their portfolio
This is not a
good time to
talk…

5. Comtrade Group business units
S Y S T E M
I N T E G R AT I O N
D I S T R I B U T I O N S O L U T I O N S
Comtrade Group

6. Comtrade facts
2000+
The largest
IT ORGANIZATION
In Southeast Europe
The largest
CLOUD CENTER
In the region
Privately owned group
EUR 307 MIL
Turnover
T O TA L
E M P L O Y E E S
C O M PA N I E S I N
1 4 C O U N T R I E S
S O F T W A R E
E N G I N E E R S
C O N T I N E N T S
(Europe, North America & Asia)
Y E A R S O F
E X P E R I E N C E
T E C H N O L O G Y
C E N T E R S
1200+
25+
27
3
04

7. Comtrade System
Integration and Veripark
Value Proposition

8. VeriPark – Dynamics Global ISV of the Year
500+
Employees
13 Offices
Worldwide
19 Years of
Innovation
Financial
Services
Know How
Microsoft
Gold
Partner
The only Global
Independent
Software Vendor
for Financial
Services

9. VeriTouch
Increase Productivity
in FSI with
Customer
Relationship
Management

10. VeriTouch - Drive Personal Engagement with Customers
Personal
Engagement
Customer
Management
Actionable Insight Sales Performance
Seller Manager
Customer

11. VeriTouch Vision - CRM at the core of Digital Transformation
Customer
Relationship
Management
Omni-
Channel
Unified Front
End
Single View
of Customer

12. Create value at every touch
A single instance,
standardized solution
for all markets
Manage leads online
and in branches in
near real-time
Flexible pre-sales
workflows that can
be easily adapted to
changes
Be able to track pre-
sales & sales
activities on a daily
basis

13. Addiko Bank Journey

14. Addiko Bank – Who we are?
• Six Countries: Slovenia,
Serbia, Croatia, Bosnia and
Herzegovina, Montenegro ,
and HQ in Austria
• Assets: 2,49 billion
• 199 branches
• 1,053 million customers

16. Why WE decided to become a
TRANSFORMer?
 Very competitive market
 New disruptive technologies & new bizz
models
 New generation customers & growing
customer expectations
 New channels and platforms
 Great partnership possibilities for a
modern bank

17. Customer experience
Delivering on the straightforward banking promise via:
 Targeted core and innovative products/services
 Efficient E2E processes
 Special Customer Experience Committees
 Customer centricity
 Strategic partnerships

18. Partnership that help going forward
Cooperation with Microsoft on providing
 Modern collaboration platform Office 365
 State-of-the-art CRM solution Dynamics 365

19. Objectivnes and scope of the solution?
CM&oCRM = Campaign management & operative CRM
requested for the Addiko Group in an RfP
VeriTouch – MS Dynamics solution from VeriPark
Group solution was chosen in Jun 2017
• Solution made for financial industry
• Based on MS Dynamics
Suppliers / implementers
• Veripark (VP) – Microsoft strategic partner
• Comtrade (CT) – regional partner of Veripark
Expected number of users =
1200+ End users & ca. 100 Special Users in 6 banks
One instance application for 6 Addiko banks
• Slovenia and Croatia (EU, Hibis)
• BiH Sarajevo and Banja Luka, Serbia, Montenegro
(non-EU, T24)
• Common MS Dynamics Database - Logical Data
• On-Prem installation, to be cloud transferable
• Unique appearance (screen content) and work of the
application (processes) in the whole group
• Replacing a series of legacy light CRM applications
• The first such (more important) application in the
Addiko Group
Application adaptations must be minimal
• Except for standard VeriTouch solution changes
Integrations
• SMS, Viber, E-mail communication channels
• Digital banking (Addiko eBank & Mobile, ...)
• Office365 / Exchange / SharePoint
• Core systems Real Time API
• Crucial application handovers
VeriTouch modules
Retail Customer Single View (CSV)
Sales Management
Campaign Management
Micro SME Single View
„Read only/Recipient” system, except for Sales process

20. Addiko targets in oCRM & CM?
CVM: Deliver targeted
percentage of total
sales volumes
Sales: Be able to track
pre-sales & sales
activities on daily basis
Digital: Manage leads in
online and branches
in near-time
Analytics: Create models
and one version of truth
x-SEE client data
IT: One instance and
standardized solution
in all markets
Processes: Flexible pre-
sales workflows
adaptable to changing
conditions

21. Engage your Customers

22. Challenges and Needs for the Single View
Application turn-
around time is quite
long due to paper-
based processes,
and lack of
streamlined and
standard flows.
Many times
customers are
contacted again to
gather information
that was missed in
initial contact.
Errors are likely to
occur in processes
where data is
entered and forms
are filled manually.
Lack of automation
of processes and
checks on the
customer increases
errors and returns
in the process.
Lack of insight into
customer’s wallet
and not knowing
what to sell to the
customer and
when, results in
losing many cross-
sell and up-sell
opportunities.
Lack of prospect
management
processes, SLAs,
escalations and
proper routing and
assignment results
in neglection and
loss of many
prospects and sales
opportunities.
There is no visibility
into how sales
teams are spending
their time, what
they are selling,
who they are
visiting. Without
real-time reports
and dashboards,
timely actions and
performance
analysis is difficult.
$

23. CRM Should NOT be a place to look at!
It should be a place to...
Serve Solve Sell

24. Data model

25. Single view of retail client

26. Targeted offers & open Opportunities

27. Interaction history on a timeline

28. Optimize your Operations

29. Optimized operations SFE
 The initiative aims to activate sales capabilities through:
 Improved performance management
 Reduce waste, improve capacity management, standardize branch operations
Goals
 A more standardize and structured approach to sales
 Improvement in front office processes and increase in client-facing sales time
 Increase number of sales and the product usage of the existing client base
 Efective monitoring and target tracking
Benefits

30. Optimal and unified sales process

31. User privileges

32. Target tracking
• Sales targets/goals are defined as KPIs to
measure performance.
• Targets defined:
1. At user level or business unit level (i.e.
branch, region, HQ).
2. As sales targets (i.e. specific product) or
as touch targets (i.e. activities like phone
calls and appointments).
3. For a fiscal period (i.e. month/year) or a
custom period (i.e. from/to date).
4. Based on count (i.e. 30 deals) or volume
(i.e. $200,000).
• Targets measuring as ‘Actual’ and ‘In
Progress/Pipeline’.

33. Monitoring
Role-based dashboards provide users with the information they need on a daily basis.
1. Retail RM Dashboard
2. Branch Manager Dashboard
3. Corporate RM Dashboard
4. Corporate Team Head Dashboard
5. Product Manager Dashboard

34. Monitoring
Reports provide the information required for monitoring sales from different
aspects.
1. Neglected Prospects
2. My Referrals
3. My Incentives
4. Performance Scorecard
.
.
.

35. Empower your Employees

36. Azure
Unified processes and data: Dynamics 365Unified processes and data: Dynamics 365

37. Unified processes and data: Dynamics 365
+ Office 365

39. Transform your Products

40. Campaign Management Process
Campaign Management Process
Campaign Launch
• Product
• Timeline
• Budgeting
Target Markets
• Target Lists
Members
Activity
Generation
• Phone Call
• SMS/Email/Fax
• Web Site/Media
Activity
Distribution
• Queue
• User
• Round Robin
Campaign
Response
• Lead Capture

41. C Campaign Management
MS CRM / Sales
Management
Channels
VeriTouc
h
Business
Layer
MS CRM
Branch /
Operations Users
Sales /
Marketing
Users
Users
VeriLink
Campaign Management
Product
s
Offers
TML Budget
Web
Client
Web Service
Organization.
svc
Sales
Management
Opportuni
ty
Campaign
Response
Exchange
Server
SMS
Gateway
Onboarding
Solution
Prospects
&
Customers
Customers
Loan
Origination
Solution
Ex.
GetOffers()
Send Marketing
Material
Ex.
SendSMS()
SendEmail()
Setup
Campaigns
TMLs, Offers
Opportunity
12
3
4
5
6
7
8
9

42. Information Update
Direct Channels
VeriTouc
h
Business
Layer
MS CRM
Branch /
Operations Users
Service /
Operations Users
Users
VeriLink
Customer Profile
Personal Info Address
Contact
Details
Professional Info
Web
Client
Web Service
Organization.
svc
Core
Banking
Card
Manageme
nt System
Customers
Financials
Details
Contact Methods
Back-End Systems
Assisted Channels
Contact
Center
Branch
E-Mail
Customers
Contact Centre
Users
Middlewa
re
Exchange
Server
SMS
Gateway
Customers
Customers
Feedback Channels
Feed back
to
customer
UpdateCustomerInfo()
Updated
Customer Info
UpdateCustomerInfo()
Data
Entry
1
2 3
6
4
5
7 8
10
9
11

43. Define Campaign

44. Associate Target Marketing List

45. Static or Dynamic Target Marketing List

46. • Phone
• Appointment
• Fax
• E-Mail
• Direct Channels
 ATM Banner
 E-Statement
 Physical Statements
 Internet & Mobile Banking
 SMS
 Website
 Teller TV
 Secure Mailbox
• Media
 TV
 Print Media
 Radio
Supported Campaign Channels

47. Preparation of Call Scripts

48. Distribute Phone Calls to Teams

49. Monitor Execution

50. Digital Transformation
What`s Next

51. Addiko’s digital transformation through
oCRM and CM project
Data sourcing – the greatest impact on the duration of the project
• The most important part of the project
• From the local core banking / DWH systems of each bank
• 1000+ attributes
• 6 instances of core banking system, 2 suppliers
• 4 different DW suppliers
• Croatia has a local DW department => the fastest and most flexible
• Therefore the first "pilot" bank
• Building Addiko Common DB and Data Model – side-product of the project
• 5 data sourcing phases by priority
• first of all the most important and easiest attributes,
• later less important and those that are harder to obtain
• VP / CT in parallel adapt new OCRM system

52. 3 in 1 go: Analytics, Campaigns, oCRM
Campaign
Management
Operational CRM
Selection
Analysis
Predictions
Monitoring
&
Reporting
Needs Sales
Service
Feedback
Campaign
Execution
@ branch
Contact via
channels
Client analytics
& modeling

53. The future: Where it will lead us?

54. Closed Loop Campaign Management

55. What we expect from CM and oCRM -
Innovation

56. Ocenite predavanje kako bismo
izabrali najboljeg predavača na
Sinergiji 18!
Popunite konferencijsku anketu i
učestvujte u velikoj nagradnoj igri!

57. Thank you
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