FINAM (Microsoft Dynamics CRM)

Smart CRM: sales, customer service and marketing

The investment holding "FINAM" offers legal entities and physical persons one of the widest lines of investment services – from providing an opportunity to invest means in security market and trust management of assets before comprehensive support of transactions on purchase and sale of business and capital transactions (the IPO, private placement of actions, etc.). The holding has the biggest among the Russian financial companies regional network and is among leaders in such financial markets as broker service, trust management of assets, mutual investment funds, banking services, insurance, broker services in international markets.

Situation

The basic principle of investment holding "FINAM" - to be the company convenient for clients, to provide as much as possible full range of services and high-quality service. Following this principle, FINAM constantly offers the clients new services and opportunities. In line with this strategy in 2008 the management of holding made the decision on need of automation and removal on qualitatively new level of all procedures connected with primary customer acquisition of holding on this or that service and complex service of the existing clients. For the solution of assigned tasks it was required to implement the CRM system in all business units of holding.

"When choosing the platform we recognized that it should be rather popular, flexible (capable to support adaptation of business processes according to changes of requirements of business), multifunction and to have distinct perspectives of its further development by vendor, - Vladislav Parkhomov, the deputy CEO of Investment holding "FINAM" tells. - The circle of such platforms in our market was rather small. After the careful analysis of market offers we stopped the choice on Microsoft Dynamics CRM.

Solution

"In general the implementation project of CRM covers three global directions of business of holding: sales, customer service and marketing. In a segment of sales a system will support the updated strategy of customer acquisition on all product line of holding. In a service segment - to support the retention strategy of clients including segmentation of the existing customer base, identification of the most profitable segments for the company and, as a result, application of methods of customer retention. And, in methods of segmentation should be considered as the value received by the client from the company and the client's value for the company. In fact, it is identification of the most profitable segments of the customer base for the company and building with these clients of long-term mutually beneficial relations. In marketing control of all mass of channels of promotion of products of holding (first of all - the family of the profile websites on the Internet, i.e. the main channels of promotion is the Internet) and support of marketing campaigns of Holding should be provided", - Eduard Rakitin, the deputy chief of the department of monitoring, control and development of customer service of FINAM notes.

The project is broken into several stages. The pilot zone of implementation selects Contact center of the company as one of key sections of business. Within the first stage the CRM system covers department of sales with numerous staff, Contact center, trust management of assets, broker service and top menedzhement the companies. Further the project will concern the divisions which are engaged in service of the existing clients at offices of Moscow and regional network of representatives.

In a system jobs of marketing specialists are created. Gradually, in process of information storage in a system the service of marketing will have an opportunity to trace responses to the marketing campaigns waged via different channels including - through Call center on incoming calls.

Results

Today in the CRM system the chain of customer interaction is already built, beginning from primary points of entry of the client (Contact center, Internet channels, etc.), to departments of sales which "open" the client and work with it in all directions interesting him, and further – to the marketing specialists providing formation of client interests. "CRM occupies an important part in business infrastructure because it closes in itself the client strategy and tactics of holding, - Vladislav Parkhomov notes. - Contacting to the client, the investment consultant tries to find out his requirements, relying on information which is in CRM: preliminary contacts, appeals to the company, phone calls, registration on the websites of holding, etc. According to this information the investment consultant can put a certain portrait of the potential client and propose already ready-made solution. Further, during support of work of the client, managers use all client history which is stored in CRM. Thus, customer-oriented approach in practice is implemented".

Within the project the directory of services of holding which integrated product lines of all divisions of holding in the structure is created. The directory allows to offer clients the list of additional services to service and also to estimate combinations of services with which the service is on sale best of all.

One more unique solution is the directory of channels of promotion of holding which allows to estimate efficiency of channels of marketing communications by the waged campaigns, to trace marketing budgets. Besides, within the solution for FINAM the directory of scenarios of communications which allows to select an order of interaction with the client depending on the content of communication and a position of the employee taking part in her is created. Strongly the speed of identification of clients increased. The call center agent, answering an incoming call, knows who calls him what customer group it treats and what client of accounting firms is. The complete information about communications is automatically fixed in the CRM system and allows to receive analytics about quantity of the interests shown to a certain service.

The divisions which are engaged in customer acquisition and sales operate with databases absolutely independent from each other. Work of all regional divisions of holding is similarly organized. Thus, access to the comprehensive information about the client has no division. Such solution is optimal in terms of information security: the client is saved from the potential threats connected with transfer of all information on his finance to the third party. The circuit of CRM supporting Contact center, the block of sales and service is put into productive operation.

Project perspectives

Further joint automation of divisions of international markets and the bank entering into holding is planned. Thus, at the second stage it is going to cover a system all lifecycle of relationship of holding with the client: support, maintenance and customer retention.

Within the second stage replication of the solution on branches and representative offices of holding in regions will be carried out, unification of business processes is continued: all sales will gradually come down to certain, perfected and rolled schemes on the basis of experience of head office. Creation of the uniform IT space which is completely focused on clients will allow financial holding "FINAM" and in the future to strengthen the leader positions in all directions of the activity.

During the CRM project it will be deeply integrated with the accounting systems in each of operating units - with bank, broker (in the Russian and international markets), management company and also with a single system of document flow within holding (for a possibility of operational preparation of a document package under a packet of services and services).