The document discusses customer relationship management (CRM) including definitions of CRM, its goals, main components, and what financial institutions want from CRM systems. Specifically, it provides 6 common definitions of CRM focusing on managing customer interactions and relationships. It then discusses CRM's goals of optimizing profitability, revenue and customer satisfaction. The main parts of CRM are described as analytical CRM to gain customer insights and operational CRM to manage interactions through various channels. Finally, the benefits financial institutions want from CRM are increasing profits through better targeting, segmentation, and customer retention while reducing costs.

1. There is always a place
for discoveries in our life
openbank.ru
CRM
Easy to Say
Hard to Do
Alexey Savelyev
Head of Credit Card Cross-Sell
Otkritie Bank

2. 224.06.2015
What is CRM ?

3. 324.06.2015
What is CRM ? Definitions
Most common customer relationship management (CRM) definitions:
1. A system for managing a company’s interactions with customers by using
technology to organize, automate and synchronize sales, marketing, customer
service and technical support. (Wikipedia)
2. A way to identify, acquire, and retain customers, a business greatest asset.
(SiebelOracle)
3. A business strategy that aims to understand, anticipate, manage and personalize
the needs of an organization’s customers. (PWC Consulting)
4. An application used to automate sales and marketing functions and to manage
sales and service activities in an organization. (Microsoft)
5. An enterprise wide business strategy designed to optimize profitability, revenue
and customer satisfaction by organizing the enterprise around customer
segments, fostering customer-satisfying behaviors and linking processes from
customers through suppliers (Gartner)
6. A strategy used to learn more about customers' needs and behaviors in order to
develop stronger relationships with them. (CIO)

4. 424.06.2015
What is CRM ? Definitions and goals
Most common customer relationship management (CRM) definitions:
1. A system for managing a company’s interactions with customers by using
technology to organize, automate and synchronize sales, marketing, customer
service and technical support. (Wikipedia)
2. A way to identify, acquire, and retain customers, a business greatest asset.
(SiebelOracle)
3. A business strategy that aims to understand, anticipate, manage and
personalize the needs of an organization’s customers. (PWC Consulting)
4. An application used to automate sales and marketing functions and to manage
sales and service activities in an organization. (Microsoft)
5. An enterprise wide business strategy designed to optimize profitability, revenue
and customer satisfaction by organizing the enterprise around customer
segments, fostering customer-satisfying behaviors and linking processes from
customers through suppliers (Gartner)
6. A strategy used to learn more about customers' needs and behaviors in order
to develop stronger relationships with them. (CIO)

5. 524.06.2015
What is CRM ? My Personal Definition
CRM stands for:
Extend (in time) and Expand (in size)
relationship with customer in a profitable way
by using customer insights through data mining
to relevant communications

6. 624.06.2015
What are the main parts of CRM ?
Analytical CRM
Customer Insight
Modelling
Trends and Forecasting
Segmentation
Results
Next-Best-Action
Response
Customer LTV
Results
Data Quality
StorageWarehouse
Analytical Marts
Data
Source Systems
Campaign Results
Campaign History
External Data
NPS Results
Prospect DB
DATA
TRANSFER
Operational CRM
Campaign/Deal
Event Based Campaigns
Early Warning System
Deal Flow Management
Results
BranchKAM
Call Center
SMSPush
DME-Mail
IB
Results
Focused Sales
(individual offer through
individual communication)
CRM Tools
SAS
SAP
Siebel
MS Dynamics
etc.
ACTION
TRANSFER
INSIGHT
TRANSFER
RESULT
TRANSFER

7. What do Financial Institution want from CRM ?
724.06.2015
Campaign management
Customer workflow management
Call Center automation
IVR
INCREASE PROFITS
Reduce Costs Increase Revenue
Task Automation Customer Retention (existing)
Leaving prevention
Relevant offering
Relevant communicating
More sales
KPI Reporting
Targeting
Segmentation
Modelling
Customer Involving (new)
Market Knowledge
Profitability

8. Who does CRM in Financial Institutions ?
824.06.2015

9. Summary
924.06.2015
1. CRM implementation needs the cooperation of all business functions and
someone must lead it.
2. “All-In-One” CRM is very expensive and many companies do not need it.
3. CRM is not a “Box” software product. It takes many times and a lot of hard work to
build something that realy works.
4. Even if your company buys “All-In-One CRM Software”, You still need to do most
of work by yourself. CRM is not a “SYSTEM”
5. CRM starts with the DATA. If data is not good – CRM will only make it worse.
6. Most companies only use a fraction of functionality available in a large scale CRM
systems.