VTB Insurance implemented means of cleaning of the CRM databases

In "The uniform client" the unified register of clients VTB Insurance providing quality and synchronization of client information between different information systems is constructed.

The marketing analytics is formed on complete and qualitative client data now. The unified register of clients is used by telemarketing. Work with qualitative information helped to increase cross-sellings.

Project Progress

The first stage of implementation of "The uniform client" took about three months. HFLabs collected more than 3 million records about clients, from four existing bases, loaded them into a system and cleaned. During operation "The uniform client" bases could not stand idle therefore integration of the operating systems with "The uniform client" was carried out in parallel with their normal work.

Action VTB Insurance, (2014)

In the course of data scrubbing "The uniform client" revealed more than one million doubles of client cards and collected up-to-date information about a status of client data in base. Earlier the customer could only assume - how many cards contain the addresses and phone numbers suitable for contact.

In base of customer company of 82% of such records — part of them is suitable after processing, error correction and enrichment by data from information systems of the company.

At the second stage of implementation in Uniform Client information on agreements of clients is loaded. It allowed to merge automatically another 18% of the duplicated client records which required manual check. Primary data validation of clients companies according to the USRLE is carried out — its results showed that for further development it is necessary to process processes of data collection.

Project Results

The project proceeded half a year. The staff of the company received the integrated profile of the client with relevant phones and complete product history. It helped to create the personalized service offerings VTB Insurance.

In the first year after implementation, prolongation in forward channel of sales grew on average by 10%. Roman Telyshev, head of department bases of client data VTB Insurance

In 2016 VTB Insurance began implementation of operational CRM. At a design stage integrated search opportunities of "The uniform client" into it.

Normal search by means of CRM works slowly and only on specific fields. Search from "The uniform client" — full text. It instantly returns records by any search criterion: to a surname, phone, passport number or address. When the client rings a support service, his number is defined and looked for in CRM by search of "The uniform client". So employees of support obtain all up-to-date information on the client at once. He does not even need to be represented, the operator addresses by name at once. Sergey Golovkin, head of department of development of information systems VTB Insurance

From the moment of implementation the volume of the customer base increased by nine times, "The uniform client" became the business and critical rule.