The second stage of development of the loyalty program of Promsvyazbank on the basis of the SAP CRM Loyalty Management system

In Promsvyazbank not one implementation project of SAP applications is implemented. Among them there is a management of the target marketing companies; management of intraeconomic activity; budget planning; personnel management; management of remunerations, privileges for employees; self-service portal of heads; integration of processes in a different SAP-applications and applications of other developers; corporate data warehouse.

CRM in the corporate and retail block are in process of implementation; management of programs of a customer loyalty, management of offers to clients online, process control of crediting in the corporate block, workforce planning.

Chichetkin Vladimir, director of the department of information technologies of Promsvyazbank: For us most relevant today SAP implementation of CRM in the corporate block and the block of small and medium business. A system became for sales managers "the latest version of the truth", having generalized the data on clients collected from different information systems (core-systems, the retail system and a system of accounting of securities, the data of management accounting integrated in corporate storage). It was difficult from a mosaic diverse and not always unambiguous data to collect the client's portrait, convenient for the seller. Now sellers obtain not only a basic information, such as account balances and other, but also the uniform financial profile of the client, holding, the connected persons including and analytical characteristics, for example a margin. Last year we put the CRM system into trial operation, and its integration with the corporate data warehouse was the most difficult stage. In the long term the CRM system will cover sales planning and also will be integrated with the systems of middle-office.

2013. The project receives a development boost

Technoserv Consulting implemented the SAP CRM system in Promsvyazbank, the press service of integrator reported on July 17, 2013.

Job

Integration with contact center and other software products of SAP which allowed to automate end-to-end processes of management of marketing campaigns and customer interaction through departments, contact center and the website of bank is carried out.

Consultants Technoserv Consulting integrated SAP CRM with the IT solutions operating in bank: the relevant information about clients is loaded from the SAP ERP system, and data on sales offices — from the staff list of the module SAP HR. Integration of SAP CRM with the system of contact center Avaya allowed to build the general interaction management processes with clients from contact center to sales offices.

Result

SAP CRM will become a new working environment for 100 call center operators and more than 1000 employees of sales offices of Promsvyazbank.

"Relying on the CRM tools, we improved each stage in a chain of customer interaction. It is just that case when the received result is more, than the amount of parts. We managed to optimize all management system for targeted marketing campaigns and programs of loyalty, to adjust the correct process of client service which begins in contact center and comes to an end in sales offices. The IT department released resources for new perspective projects. But the main advantage is in what now we can offer without titanic labor costs to our clients of service of bank. In a project deliverable we expect to receive complex business effect: growth of sales volumes of key retail products, increase in activity of clients, increase in quantity of products at one client and term of use of the client of products and services of bank" — Ivan Pyatkov, the director of the department of retail products and technologies of Promsvyazbank emphasized.

"The command Technoserv Consulting stood at the origins of implementation of the SAP platform in Promsvyazbank. Now the complex of SAP solutions supports key processes of management of banking products, personnel, budget planning, administrative activity, relationship with corporate clients. Time proved efficiency of use of SAP. Implementation of software solutions of CRM in the retail block became natural continuation of implementation of IT strategy of bank in conditions when each client purchases the special importance" — Ivan Semyonov, the director of practice of SAP CRM noted Technoserv Consulting.

Expansion of functionality of CRM

Technoserv Consulting expanded functionality of the CRM system of Promsvyazbank, implementation of the module SAP CRM Loyalty Management, the press service of integrator reported on August 22, 2013.

Start of Project

Project solutions are implemented on the operating CRM system from SAP. In this project consultants deployed the block of functionality Loyalty Management, having finished it taking into account features of the rewards program of Promsvyazbank of PSBonus.

A system helps to carry out charge of points:

• at commission of cashless payments,
• at a design of the credits and insurance agreements,
• during the opening and prolongation of deposits,
• at design of plastic cards,
• points for holidays and significant events.

Integration of the module SAP CRM Loyalty Management with the system of Internet banking PSB-Retail and SAP BW storage gives the chance to trace and consider any made transactions in a system. Integration into the SMS gateway allows to inform clients on a current status of bonus accounts.

"For the last three years Promsvyazbank seriously reorganized retail business, consistently increasing its efficiency. It was promoted considerably by implementation of the CRM system which we continue to develop constantly. The next important step in this direction — start of the rewards program which is directed to increase in loyalty of our acting clients and increase in number of the banking services used by them. We want that each client participating in the program felt additional benefits from work with bank and saved the relations with us as long as possible" — Ivan Pyatkov, the director of the department of retail products and technologies of Promsvyazbank emphasized.

"Possibilities of SAP CRM allow is transparent to manage logic of difficult business processes and to consider a set of different nuances. Using the implemented tools, Promsvyazbank can support and expand functionality of the loyalty program with the minimum operating expenses and build up a long-term and mutually beneficial relationship with the clients" — Ivan Semyonov, the director of practice of SAP CRM noted Technoserv Consulting.

2014: Promsvyazbank selected the uniform partner in SAP CRM on behalf of Technoserv Consulting

In November, 2014 Promsvyazbank announced transfer on outsourcing of Technoserv Consulting company of the SAP CRM system. Customer lifecycle management and support of key bank services will be performed by forces of a team of specialists Technoserv Consulting now.

The bank sets as the main goal improvement of customer interaction, improvement of the used functionality of SAP CRM and also support of operability of a system at cost reduction on service.

"During negotiations with colleagues from Promsvyazbank the necessary changes in an organization structure of our interaction allowing to increase significantly percent of useful utilization of human resources — up to 95% were developed and approved. It, in turn, allowed to lower significantly the used rate for specialists. From the economic point of view such approach became more profitable, than the maintenance of an internal command" — Bulgakov Kirill, the CEO noted Technoserv Consulting.

"Together with Technoserv Consulting we managed to implement a number of strategic plans in retail business: increase sales from holding marketing campaigns and revenue on the confirmed credits, to minimize losses of transactions, and, besides, to implement the loyalty program, providing personal financial interest of the client in continuation of cooperation with our bank. We hope that the new format of interaction will allow us to achieve complete transparency in control of execution of the working tasks connected with customer service and to achieve even more ambitious goals" — Ovsyannikov Andrey, the head of the Information technologies block of Promsvyazbank emphasized.

2015: The second stage of development of the loyalty program of Promsvyazbank on the basis of the SAP CRM Loyalty Management system

Technoserv Consulting completed at the beginning of 2015 the second stage of development of the loyalty program of Promsvyazbank on the basis of the SAP CRM Loyalty Management system. Expansion of opportunities of the IT system allowed bank to add new preferences for the clients — participants of the rewards program PSBonus.

During the next stage of development of the project the command Technoserv Consulting expanded functionality of the IT system of PSBonus. Thanks to it stalb possible converting of points of the loyalty program in points of affiliate programs, maintaining the directory of banking services which can be paid with points, charge of points for involvement of friends as clients of bank. In addition, experts Technoserv Consulting improved a number of the processes automated earlier. Changes concerned charge of points, claims activities and help service, write-off of points, change of a priority of participation in the rewards program and so forth. The special attention is deserved by completions on improvement of a system of assignment of levels of participation: her business logician is considered by a number of parameters — the spent amount, the number of purchases and even change of calendar months.

Implementation of the IT system which became a basis of the loyalty program of PSBonus was executed by a command Technoserv Consulting in 2013. IT solution had basic functionality — a system charged points at commission of cashless payments, a design of the credits and insurance agreements, opening and prolongation of deposits, design of plastic cards, including for holidays and events, significant for the client. Also clients got points for timely payment of the credits or participation in actions. The IT system allows to convert bonus points into rubles when you pay with Internet bank of goods and services more than 400 partner organizations.

Integration of the module SAP CRM Loyalty Management with the system of Internet banking PSB-Retail and SAP BW storage gave an opportunity to trace and consider any made transactions in a system. Interaction with the SMS gateway allowed to inform clients on a current status of bonus accounts. Directly data transmission about a status of the bonus account and also charges and write-offs of points, happens to the help of SAP CRM.

"The rewards program and, respectively, the IT system on which it is constructed contribute significantly to development of retail business of Promsvyazbank. We see how participants of PSBonus begin to use more actively bank cards in everyday life therefore it is so important to offer them the interesting program of encouragement. Mutual advantage from use of the rewards program strengthens the relations of bank with clients. The IT system created by a command Technoserv Consulting provides all requirements of PSBonus, allowing Promsvyazbank to implement the most difficult processes of management of loyalty of the clients" — Mikhail Kolomiyets, the head of department of crediting and development of customer relations of Promsvyazbank comments.