"The international investment bank" automated the front office based on bpm’online bank sales

In July, 2017 the International Investment Bank (IIB) completed a stage of automation of transactions of the front office. As a customer relationship management system the specialized CRM system of bpm'online bank sales was selected. The project was executed by Sales'Up company and Softline group — official partners of Terrasoft.^[1]

Prerequisites

The credit and investment block of bank acted as the main initiator of changes, and tasks facing it were put in a project basis.

Having resolved an issue of creation of the database with customer information and transactions, we could pass to implementation based on CRM standardized and together with it flexible business process for what it was necessary to carry out integration of CRM into the core banking system of bank (Flextera). It is separately necessary to note that centralization of process of customer interaction in CRM was intended to solve, including, a problem of ensuring operational information exchange about clients and transactions with the European regional department IIB in Slovakia — the head of the CRM project told IIB Ivan Semenushkin.

Besides, the IIB daily interacts with a large number of clients, partners, partner banks and with public authorities in the territory of many countries. For work with this essential flow of the entering and outgoing communication the bank needed the suitable tool which would allow to communicate in bank, to sort it and in general to increase coordination of actions of all divisions.

Project Tasks

Within the project three main units of tasks were selected:

• Consolidate information on contacts and partners of bank in CRM. It was for this purpose provided, including, bilateral data integration about physical persons and legal entities with the core banking system, including information on communications between them. In addition, it was necessary to expand the standard logic of activities implemented in bpm’online, to create the mechanism of "succession" of activities, having standardized, thus, approach to the description of actions concerning clients and partners.
• Create universal end-to-end process of corporate sales taking into account specifics of work of bank. Process on which work with transactions begins as a classical funnel in CRM was for this purpose implemented and from a certain stage organically passes into the core banking system. At the same time all stages of passing of the transaction are displayed in CRM in real time that is reached due to integration of CRM into the core banking system of bank.
• Make CRM a source and means of visualization of some data regarding the management reporting. Multilevel product catalogs were configured and online integration into the core banking system regarding the operating loan portfolio is implemented that allowed to receive in CRM a relevant picture on all funnel of sales, from a lead to the agreement.

Implementation Progress

According to Alexander Andronicus, the managing partner of Sales'Up, for bank there was important a formation of the end-to-end funnel of sales considering all stages of credit process from a lead to a portfolio. At the same time some stages should be grouped for creation of a funnel. For this purpose the team of contractors processed the put conventional process of corporate sales into bpm’online bank sales, having included specifics of work of bank.

At the same time, integration with Exchange for synchronization of activities with an outlook calendar was configured, automation on activities for a reminder on actions with clients is implemented. Besides, employees of the bank received mobile application and also an opportunity to control all process of issuance of credit at any convenient time.

Project Results

As of July, 2017, a system is brought into operation. As its main user the Credit and investment block IIB acts.

On Ivan Semenushkin's response, a number of positive changes in result of implementation of CRM is already noticeable. In particular, the convenience of work more than from 2400 client records (YUL and financial institutions) and 3700 records FL, including thanks to optimization of the interface of pages of a system and integration increased. There was an opportunity to see more complete picture of the customer base and the loan portfolio IIB, to quickly monitor progress of work with clients and transactions. As a result of integration into the core banking system the complete portrait of the client is available already more than to 1000 client records.

By our calculations, after completion of all works on integration into the credit module ABS the bpm'online system will allow to save time for preparation of separate types of the management reporting for 15% — Mikhail Don, the head of a project portfolio of Sales'Up noted.

As a result of start of bpm'online the IIB had an opportunity to manage all stages of work with the clients. The CRM system provided an opportunity to consolidate customer information, the history of their relationship with bank, to control decision making process on issuance of credit in a single system and helped to accelerate work with clients.

We could achieve that the CRM system manages the sequence of accomplishment of tasks by managers of bank. They have a ready tool using which they work according to the smoothly running automated processes, Alexander Andronicus added.

By estimates of bank, implementation of end-to-end business process allows to save on average 20% of time spent by credit analysts for creation of the credit request in Flextera. In addition, unification of credit process made CRM valuable data source for the management reporting, Ivan Semenushkin emphasized.

He also specified that its adaptation for needs of all the front - and middle-office divisions will be one of the directions of development of the implemented system. Besides, solving of tasks on more granular control of a system, expansion of functionality and increase in convenience of using is planned.

Notes