"The Renaissance the Credit" implemented the first stage of system implementation of analytical CRM based on solutions of SAS

November 25, 2015. The Renaissance Credit bank announced implementation of the first stage of system implementation of analytical CRM based on solutions of SAS. The project was entrusted GlowByte Consulting company.

Having implemented the SAS Campaign Management platform, the Renaissance Credit bank reduced terms of start of targeted marketing campaigns, increased efficiency of changes in communications with the client and reduced dependence on a human factor, representatives of the company integrator reported TAdviser.

Before implementation of the specialized solution for automation of marketing campaigns the bank used the SAS Enterprise Guide application. In a system preparation of scenarios of marketing campaigns and data sampling for all communication channels was automated. Significant acceleration and process optimization, connected with target marketing communications became result of the first stage of the project on creation of a modern system of analytical CRM.

"A new system allows bank to build flexibly communications with clients, quickly reacting to changes of a situation, in particular, of structure of a food basket of the client — Arkhipova Maria, the senior vice president for information technologies and maintenance of banking activities comments on Renaissance of the Credit. – It was succeeded to reduce influence of a human factor, and it, in turn, reduced financial and reputational risks of bank".

"Transition to a modern technology platform and improvement of business processes allows bank to save competitive advantage and close contact with clients — Mikhail Perlov, the head of automation of marketing, client and web analysts of GlowByte Consulting comments. – Individual approach and rapid response to changes of market situation are the key to successful work of modern bank today".

"Application of the specialized industrial solutions, the best in the class, always gives the chance to increase process performance and return from work with the customer base. In a case with SAS Campaign Management of it it is possible to reach as due to reduction of resources on preparation of communications, and due to increase in a response to more targeted offers. The bank had an opportunity to quickly test different hypotheses and to reveal the offers, most interesting to each client, and the communication channel. It, certainly, will lead to significant increase in converting in cross-sellings and quantities of products on one client", - Sergey Isaev, the head of client analytics and CRM of SAS Russia/CIS company says.