Kaspi Bank (SAS Campaign Management)

JSC Kaspi Bank, retail bank of Kazakhstan, Analytical CRM based on the solution SAS Campaign Management brought in 2011 into commercial operation a system. This tool will allow bank to wage marketing campaigns of any complexity and to effectively use all communication channels with clients. Specialists of bank will be able quickly to analyze results of campaigns and quickly to make changes to them for providing the maximum response. The project on system implementation was performed by the partner of SAS Gloubayt Consulting company.

Implementation of SAS Campaign Management is another step to transition to individual service of retail clients; two years before kaspi bank implemented the SAS Credit Scoring system. Now via channels of target marketing, offer each client that product which is necessary to it and while the client is most of all interested in his acquisition.

A system constantly supports everything the offers sent to clients in current status and, if necessary, replaces them new or in general withdraws from channels.

In the project progress of SAS Campaign Management in bank constructed the volume data mart allowing marketing specialists to define without involvement of IT specialists target audience of a campaign and to select for it interesting products with the most suitable parameters (terms, rates, limits). Time from the idea to clients is reduced to start of the new offer not just many times, in tens of times.

"If earlier for start of new marketing campaigns of products it was necessary to wait from one month to one year, and at the same time more than ten people were involved in process: analysts, developers, testers, with implementation of SAS Campaign Management on everything 3-4 days by forces of one person leave," - Dana Sarsenbayeva, the head of department of direct sales of Department of retail sales of kaspi bank says.

During the project specialists solved a number of integration problems, in particular, provided interaction of SAS Campaign Management about the front - and the back office systems of bank. Thanks to it, a system manages the list of the offers to clients delivered through cashiers and managers of bank and also queue of calls in call center of bank now. In addition, a system was integrated with SMS and e-mail channels which are also used for delivery of offers.

Besides, blocks of ensuring compliance with policy of contacts with the client, forecasting of load of call center from the entering and outgoing campaigns and management of this loading are implemented.

"We perfectly understand: the private bank can develop in the conditions of fierce competition for the client only if offers each of them really individual service based on deep understanding of needs of the client, the history of his relationship with ours and other banks", – the board member of kaspi bank Mamuka Kirvalidze commented.

"In a project deliverable we received really powerful and convenient tool for work having the built-in analytics (the choice of target segments of clients, just before start of a marketing campaign), a graphic environment, the scheduler of the diagram of campaigns and communications, multichannel multistep campaigns, to process different responses (the request, the agreement, a call, etc.), to select target groups without the aid of IT allowing to create to us", - Andrey Metlitsky, the project manager of kaspi bank says.

"A system allows us not only to analyze information on clients, to segment them and to define the products which are most suitable for them, - Alexander Emeshev managing business tells. - It gives us the chance to quickly inform of our personal offers each client on that channel and in such a way which is the most convenient for the client".

"In the West, where from model of customer interaction of CRM already began to pass to PCM (Personal Customer Management), target marketing serves for large banks as one of the most important channels of promotion to retail clients of the services, - Yuli Goldberg, the director of work with the financial sector of SAS company says. - Since 2010 this trend gained active development in Russia and in Kazakhstan. In Kazakhstan one of the banking systems which are most developed in the CIS, and level of the competition for clients it is very high. Implementation of analytical CRM in JSC Kaspi bank, certainly, gives it additional competitive advantages and will allow to expand the customer base and to increase profitability according to the development strategy adopted by bank".