The Baltika bank expands functionality of CRM with implementation of contact center

The NORBIT company completed the consulting project on development of strategy of implementation of Microsoft Dynamics CRM in JSC JSB Baltika, the company reported on July 24, 2013.

Project bases

Active development of bank, gain of its positions in retail market and significant increase in the customer base raised questions of need of implementation of the CRM system by means of which it is necessary to perform optimization and process automation of sales of banking services, works of divisions of call center and marketing.

When choosing the supplier experience of implementation in a bank segment, existence of the qualified team of industry specialists, understanding of tasks of bank and trends of a bank segment and also existence of the certified industry solution were considered. For development of strategy of implementation of CRM the NORBIT company was selected.

Project Progress

Specialists of the contractor booked audit of business processes and the customer's IT infrastructure, developed a target solution architecture, formalized requirements to integration and security, systematized a product catalog and rates.

The stage of inspection and development of strategy was begun in April, 2013, it took 1.5 months. Holding consulting actions before the main works allowed not only to collect, to formalize and systematize requirements of the customer, to develop the step-by-step development plan for a system, but to minimize possible risks at an early stage.

Tatyana Salasina, the head of directorate of banking products, marketing and advertizing of JSC JSB Baltika, noted: "We very carefully selected the suitable CRM platform. It was difficult to make the final decision in many respects because the project difficult and requires development of the individual solution and also because of restrictions on implementation terms. As a result we initiated the project of preliminary survey that, in our opinion, will allow to minimize possible risks at further project implementation".

Dmitry Karbasov, the head of complex projects on the Microsoft platform of NORBIT company, emphasized: "Projects when the customer before making decision on system implementation goes to additional expenses on professional evaluation of requirements and requirements to solution development, are for the present rather rare in the market. Many companies are preferred to be saved on conducting preliminary survey and begin development of criteria when the tender for system implementation is already held. Such approach often conducts to the wrong assessment of terms and need of completion of the project for implementation process. From this point of view, the Baltika bank exercised in the organization of process of implementation very judgment".

Project Results

On November 24, 2014 the NORBIT company announced implementation of call center and a front office system on the Microsoft Dynamics CRM platform in Baltika bank.

Implementation project of industry solution "The multi-channel contact center for banks" included three stages within which modules automated workplaces of CC (the automated attendant workstation of call center), the front for individuals, the module "Marketing" are developed and implemented.

Tatyana Salasina, the director of directorate of banking products, marketing and advertizing of JSC JSB Baltika, told: "When choosing the supplier such factors as experience of implementation in a bank segment, existence of the qualified team of industry specialists, understanding of tasks of bank and trends of a bank segment and also existence of the certified industry solution were considered. For development of strategy of implementation of CRM the NORBIT company having long-term experience of similar projects in banking sector was selected. Specialists of NORBIT company booked audit of the business processes existing in bank and IT infrastructures, developed a target solution architecture, formalized requirements for integration and security. As a result of work of a project team of NORBIT main goals of bank are achieved. First, the transparency and controllability business processes increased: marketing, sales by phone, customer service. Secondly, the customer loyalty due to quality improvement of service and individual approach raised".

"The financial sector traditionally was the market of the high competition. And the main advantage on it is the quality of the offered services and strong customer relations, – Alyona Gekler, the director of Microsoft Business Solutions in Russia said. – Microsoft Dynamics offers flexible business solutions which meet customers needs and allow them to think and work quicker than competitors. Are sure that implementation of NORBITOM of Microsoft Dynamics CRM will help call center agents of bank to increase productivity, to know answers to all questions of clients and to foresee their requirements".