CRM system in banks

Survey as a result of which asked people to tell about the most important for them choice parameters towards this or that bank was conducted. We can see result on the scheme below:

Figure 1. Customer needs. Research of Corus Consulting.

The biggest percent of respondents expressed opinion on that, for them, first of all, the bank is interesting by low rates on the credits. It and is clear – it is not necessary to save for many years for the apartment or the machine now, it is enough to take the credit, it is desirable under the minimum percent, and the dream was fulfilled. Or to use the credit for repair, and even purchase of the next shoes.

The criterion following on importance - availability of bank (the number of branches and ATMs). Nobody wants to go to other end of the city to remove the salary from a card or to spend a couple of hours for standing in a stopper to reach the nearest bank branch.

From this also the following criterion – existence of any comfortable canal for communication follows. People do not want to come to bank personally any more, for this purpose there have to be convenient means of receiving/sending information. Pay the credit or transfer money – through convenient, but safe Internet banking. Obtain information on the forthcoming payment or removal from the card – by means of SMS notifications. Write a request to a support service – please, a personal account or e-mail. To quickly suspend the card in case of loss – available call center.

The following factor which "keeps up" with the neighbors – data security. It, certainly, is important as nobody wants neither to lose the "terribly earned", nor to tell to the third parties information on the calculations. Reliability of bank still remains one of the most keyword parameters by search of the suitable financial partner. In this regard receiving the most beneficial interests on deposits only on the following place. Some respondents were recognized to us that they at first select bank on a reliability criterion, and only then select the most attractive from the list of reliable banks under the terms. The risk of financial losses in Russia is too high, according to them. Therefore the fact of accomplishment of obligations by bank is so important (the sharp or frequent interest rate realignment, existence of the hidden payments, etc. are inadmissible)

What else factors are considered by our fellow citizens before crossing a threshold of the selected bank?

The efficiency and clarity of work of employees is important for some citizens (receiving the answer speed on requests, term of approval and issuance of credit, providing the most complete and reliable information). The competence of employees of the bank also interests people, as well as their friendliness, and attention.

If to look at the scheme of customer needs, then at first sight it is not absolutely clear how it is possible to connect all these factors with automation systems in bank. It appears not only is possible, but the solution of some of the listed tasks without special tools would be very difficult presently, and even it is absolutely impossible.

Let's look at the scheme and we will see that those criteria which are not connected with automation systems in any way are highlighted with green color and completely are a "human" factor. This friendliness and attention. Any, even the most advanced system with the big red button will not force the employee to be attentive and polite more likely in this case exclusively administrative resource will help. And, of course, to affect a location of bank and its availability also difficult.

As for all the rest, automation systems can seriously influence existence of this or that factor in customer service.

What bank is able to afford the most attractive conditions of rates on the credits? Certainly, it is promoted by many factors, but usually that bank which is confident in low interest of "non-return" is able to afford the most profitable rates. How it is possible to control this process? For this purpose banks use different tools - BKI (bureau of credit histories), scoring, build difficult process of approval of issuance of credit of obligatory participation of different divisions, including a security service. When the credit is already issued, process of collecting of problem debt which without due automation just will not earn enters work.

Already in many financial institutions, taking into account all necessary parameters, the CRM system helps to accept the decision on issuance of credit. It not only automates process and controls terms of its execution, but also "turns" it in this or that bed, depending on that, "stop factors" worked or not. The CRM system stores all history of addresses, including appeals to remote divisions of bank, in case of the positive solution instantly calculates PSK (true interest cost), creates the payment schedule and also prints all necessary set of documents. Use of such tool not only allows to minimize a human factor at decision-making, but also to considerably reduce the term of issuance of credit, as well as to reduce the level of problem debt.

Statistics of improvement of quantity characteristics of process of crediting after implementation of the most popular CRM systems is included below.

So, for example, after implementation of Microsoft Dynamics CRM in National Reserve Bank of costs on processing of credit case were reduced by 50%, and time for processing of credit case were reduced by 36%.

In 9 months after implementation of Microsoft Dynamics CRM in Fosborn Home the efficiency of sales grew by 60%3. Besides, use of the solution allowed to support growth of quantity of the issued mortgage loans in 9 months more than by 9 times.

• (sources: the Bankovskoye Obozreniye magazine, No. 6.2006, implementation in the National mortgage company (National Reserve Bank) 
, RAEX Rating agency, implementation in the loan broker of "FOSBORN HOME")

Implementation of Oracle Siebel CRM allowed Unicreditbank "release 122 employees at the same volumes of credit requests, having occupied them in the solution of other housekeeping tasks of clients.

• (source: PC Week/Re№37 (691) 6)

In St. Petersburg bank with implementation of the specialized solution for the banking sector on the basis of Microsoft Dynamics CRM work with credit folders cardinally changed, the efficiency and service rate of clients significantly increased.

Further - it is more. The ability to integrate CRM systems with different sources of communication, whether it be mail, SMS mailing, call center, is an important point in increase in level of service and customer service quality. The client knows that whatever question he asked, he will receive on it the qualified and prompt response (both use of the knowledge base of the CRM system, and the automated processes of work with the client by feedback will help with it).

One more factor about which we wrote above - reliable and convenient Internet banking. An opportunity to manage completely the means, without rising from a sofa, and at the same time to be sure of security of the data now attracts many therefore banks which provided such functionality found many grateful clients.

It becomes obvious that at the competition growing in financial market, the banks wishing to save the clients or to attract new should treat with special attention needs of users of their services. And in many respects modern IT solutions which will allow bank can help not only "remain afloat", but also become an example for imitation in the industry.