"East Express bank" completed implementation of CRM

On November 28, 2013 the IBS group announced project completion of system implementation of Oracle Siebel CRM in JSC CB East Express Bank.

Project Tasks

Rapid growth of retail network and increase in number of clients demanded process optimization of service and upgrade of information systems. Customer information and their transactions was dispersed on several IT systems, including inherited at consolidation of other banks that reduced quality customer service, complicated the analysis of client information and raised costs for IT support.

With respect thereto the project of creation of a new system – a uniform source of reference data on clients and a basis for integration of all business processes of customer service is initiated. As the platform responsible for decision-making selected the Oracle Siebel CRM system, and implementation is entrusted to IBS company.

Project Progress

During the complex project begun in 2011 the uniform storage of client data on the basis of the solution for master data management of Oracle Siebel UCM and technologies of data integration Oracle Data Integrator is unrolled, operations on customer service on the Oracle Siebel CRM platform are automated and the analytical data storage for preparation of statistic and analytical reports according to the customer base is created.

During creation of storage of client data integration of the different systems of bank and migration of historical data during which its cleaning and enrichment were executed was carried out. More than 700 million records about 15 million individuals and their interaction with bank for the last 10 years were in total loaded and processed. Processing and cleaning of client data was carried out using Oracle Siebel UCM.

After implementation, in the regular mode loading of the new and changing customer information – about 3 million records daily continues. The client storage provides access for users to reference data in real time. Balancing of loading of computing powers allows to redistribute quickly resources between integration, user and system tasks.

The block of operational CRM on the Oracle Siebel CRM platform provides end-to-end business processes in contact center, marketing divisions and management of work with VIP clients. In the single interface and information space sales, client communications, process of service and performance management of personnel are automated.

Project Results

The new CRM system became a basis for optimization of key processes of customer service. In particular, it was succeeded to reduce time of processing of calls in contact center, to reduce an error probability, to lower labor costs at customer interaction. During the project the basis for detailed and exact analytics on clients is created that allows to use more effective marketing tools and campaigns for promotion of services.

Roman Sukhov, the CIO of JSC CB East Express Bank, noted: "The project on implementation of Oracle Siebel CRM has key value for bank. Our business quickly grows, and the need for uniform storage of client data and business process automation of customer service was obvious. Based on implementation we systematically take banking systems which functions are performed today by a new CRM system out of service".

Irina Petrovskaya, the head of directorate of sales of solutions in segments finance, FMCG and retail, IBS companies, noted: "Management of client information and business process automation of client service – key questions for any retail bank. Within this project we managed to create examination which will allow to carry out these tasks for the majority of standard processes of banking organization. We are sure that these practices will be useful to quicker and economic implementation of similar projects at our clients in the bank industry".