Post Bank started CRM technologies for formation of personal offers to clients in real time

2020: Start of CRM technology in departments of Post Bank

Post Bank announced on November 20, 2020 start of CRM technology which in real time informs the staff of bank department that the ATM has a client who has a preapproved personal offer on any product. The bank calculates that this technology will help to increase efficiency of communications with the client and to promote growth of active sales and also will increase conversion of predobrenny offers in agreements by 20%.

The innovative technology works as follows. Information that the client makes transaction in the ATM gets to CRM. A system instantly identifies the client, his location also checks presence at it of the personal preapproved offer on any product. Then in real time to the employee of that department where at present the ATM has a client, the notification on it with indication of given the client and parameters of the offer approved to it is sent. Along with it and the client receives push-or the SMS notification on presence at it of the personal offer and an opportunity to address the employee of the bank for consultation.

The CRM technology is already started in more than 4.5 thousand points of service of Post Bank through the whole country – the flagman client centers and service areas in post offices where financial services are rendered by employees of the bank.

"When we began to test this technology in departments, we saw what wow - effect it renders both on clients, and on our employees. Clients were struck that address them on a name middle name, know them "by sight" and foresee their requirements. And employees receive all "cards in hands" to start a conversation with the client, to offer detailed consultation and directly on site to issue the request for a product – the credit, the credit card, transfer of pension and so forth. It is very important that such sales are much more effective than "cold" SMS or calls because the client is potentially ready to a conversation on this subject, he came to bank. We expect that the CRM technology will help employees to expand "funnel" of contacts with clients in department and will promote growth of additional sales in service points. By our calculations, this mechanism can increase conversion of personal offers in agreements at least by 20%", - the board member, the client director of Post Bank Pavel Tulubyev noted.

Also in bank on a permanent basis the technology of event Real-time of marketing (RTM) based on artificial intelligence is used. Integration of the RTM platform into remote channels allows at the address of the client to mobile or Internet bank in the online mode to create for it the personal offer taking into account its credit history, preferences and so forth. The RTM system instantly segments the client, analyzes his credit profile, the current products, interests, requirements and a set of other factors and proceeding from it creates the individual offer for the client. At the same time all process – from a request in RTM before demonstration of the offer to the client and sendings push-and the SMS notification, – takes 5-10 seconds. In 2016 this system was integrated into processes of customer service in departments and showed excellent results. Thanks to RTM technology secondary sales of credit products grew twice. For November, 2020 this technology provides 60% of all sales of bank on credit cards.