Implementation of CRM in National

bank of Pakistan

Presented by
Naveed Anjum
Hafiz M yousaf
Shahid Iqbal
Hassan Khurshid
Umair JaliL

Roll #
Mbpe13237
Mbpe13230
MBPE13206
MBPE13209
MBPE13223

Date 09/02/2015

National Bank of Pakistan

National Bank of Pakistan is one of the largest commercial bank operating in Pakistan. It has
redefined its role and has moved from a public sector organization into a modern commercial
bank. The Bank's services are available to individuals, corporate entities and government. While it
continues to act as trustee of public funds and as the agent to the State Bank of Pakistan (in places
where SBP does not have presence). It has diversified its business portfolio and is today a major
lead player in the debt equity market, corporate investment banking, retail and consumer banking,
agricultural financing, treasury services and is showing growing interest in promoting and
developing the country's small and medium enterprises and at the same time fulfilling its social
responsibilities, as a corporate citizen.
In today's competitive business environment, NBP
needed to redefine its role and shed the public sector
bank image, for a modern commercial bank. It has
offloaded 23.2 percent share in the stock market, and
while it has not been completely privatized like the
other three public sector banks, partial privatization
has taken place. It is now listed on the
Karachi/Islamabad/Lahore Stock Exchanges.
National Bank of Pakistan is today a progressive, efficient, and customer focused institution. It has
developed a wide range of consumer products, to enhance business and cater to the different
segments of society. Some schemes have been specifically designed for the low to middle income
segments of the population. These include NBP Advance Salary, NBP Saiban, NBP Kisan Dost,
NBP Cash n Gold
The bank has implemented special credit schemes like small finance for agriculture, business and
industries, administrator to Qarz-e-Hasna loans to students, self-employment scheme for
unemployed persons, public transport scheme. The Bank has expanded its range of products and
services to include Shariah Compliant Islamic Banking products. For the promotion of literature,
NBP recently initiated theAnnual Awards for Excellence in Literature. NBP will confer annual
awards to the best books in Urdu and in all prominent regional languages published during the
defined period. Patronage from NBP would help creative work in the field of literature. The Bank is
also the largest sponsor of sports in Pakistan. It has provided generously to philanthropic causes
whenever the need arose.

The bank has taken various measures to facilitate overseas Pakistanis to send their remittances in a
convenient and efficient manner. In 2002 the Bank signed an agreement with Western Union for
expanding the base for documented remittances. More recently it has started Electronic Home
Remittances Project. This project introduces technology based system to handle inward remittances
efficiently, by ensuring that the Bank's branches keep a track of the remittance received from abroad
till its final receipt. Bank has been signing different agreements with other leading players in the
remittance field for ensuring that remittance services are available to most of the overseas
Pakistanis.

A number of initiatives have been taken, in terms of institutional restructuring, changes in the field
structure, in policies and procedures, in internal control systems with special emphasis on corporate
governance, adoption of Capital Adequacy Standards under Basel II framework, in the up-gradation
of the IT infrastructure and developing the human resources.

National Bank of Pakistan has built an extensive branch network of 1350+ branches in Pakistan and
operates in major business center abroad. The domestic branch network has been automated and is
online. The Bank has representative offices in Beijing, Tashkent, Chicago and Toronto. It has agency
arrangements with more than 3000 correspondent banks worldwide. Its subsidiaries are Taurus
Securities Ltd, NBP Exchange Company Ltd, NBP Capital Ltd, NBP Modaraba Management
Company Ltd, and CJSC Bank, Almaty, Kazakhstan. It has recently opened a subsidiary in
Dushanbe, Tajikistan.
The Bank's joint ventures are, United National Bank (UK), First Investment Bank and NAFA, an
Asset Management Company (a joint venture with NIB Bank & Fullerton Fund Management of
Singapore).
.

Vision
To be recognized as a leader and a brand synonymous with trust, highest standards of service
quality, international best practices and social responsibility

Mission
NBP will aspire to the values that make NBP truly the Nations
Bank, by:
Institutionalizing a merit and performance culture
Creating a distinctive brand identity by providing the highest standards
of services
Adopting the best international management practices
Maximizing stakeholders value
Discharging our responsibility as a good corporate citizen of Pakistan
and in countries where we operate

Goal
To enhance profitability and maximization of NBP
share through increasing leverage of existing
customers base and diversified range of products

Why CRM is required for National bank?

Objectives
CRM Objectives in Banking Sector The idea of CRM is that it helps businesses
use technology and human resources gain insight into the behavior of
customers and the value of those customers. If it works as hoped, a business
can: provide better customer service, make call centers more efficient, cross
sell products more effectively, help sales staff close deals faster, simplify
marketing and sales processes, discover new customers, and increase
customer revenues. It doesn't happen by simply buying software and
installing it. For CRM to be truly effective, an organization must first decide
what kind of customer information it is looking for and it must decide what it
intends to do with that information. For example, many financial institutions
keep track of customers' life stages in order to market appropriate banking
products like mortgages or IRAs to them at the right time to fit their needs.
Next, the organization must look into all of the different ways information
about customers comes into a business, where and how this data is stored
and how it is currently used. One company, for instance, may interact with
customers in a myriad of different ways including mail campaigns, Web sites,
brick-and-mortar stores, call centers, mobile sales force staff and marketing
and advertising efforts. Solid CRM systems link up each of these points. This
collected data flows between operational systems (like sales and inventory
systems) and analytical systems that can help sort through these records for
patterns. Company analysts can then comb through the data to obtain a
holistic view of each customer and pinpoint areas where better services are
needed. In CRM projects, following data should be collected to run process
engine: 1) Responses to campaigns, 2) Shipping and fulfillment dates,
3)Sales and purchase data, 4) Account information, 5) Web registration data,
6) Service and support records, 7) Demographic data, 8) Web sales data.
Customer Service and Retention
More competition and increased regulation made it more difficult for

banks to stand out from the crowd. However, the development of CRM gave
proactive banks access to technology that helped them improve customer
retention by using customer feedback to offer conveniences like ATMs and
online banking. Banks can also use CRM tools to improve customer loyalty by
using data collected through customer sign-ups, transactions and feedback
processes.
Sales

Sales has taken on more importance in banks with the evolution of

CRM. Bundling of products and premier customer accounts are examples of
techniques used by banks to build single-product customer accounts into full
product suites including a range of financial services. With CRM software,
bankers can easily see what products you currently use, what products you
are eligible for and what the benefits are should you add the additional
product or service.
Call Centers

Bank call centers use CRM solutions for various purposes. Cost-driven
call centers use CRM to track call transactions and troubleshooting
techniques to fine-tune the service resolution process. Metrics like average
handle time and customer feedback ratings help bank call centers improve
their customer support for retention. Profit-driven call centers also leverage
CRM customer account records for add-on selling opportunities
CRM Tools need for National bank
Mobile app
Why National bank need mobile app?

Easily manage your cards and use account services that could make banking more
convenient for you. Tailor your apps settings and personalize your debit card, or use your
app to instantly let us know if your cards lost or stolen.

View your accounts balances and all your transactions

Manage your apps settings

Manage your statement preferences

Report your card lost or stolen

Use the Settings option to manage your preferences and personalize your app so it suits
you.

Give your accounts nicknames so theyre easy to find

Sort your accounts in a way that works for you

Add images to personalize your app and debit card

Change your passcode when you need to

Internet banking for National bank

Online banking has become an accepted norm of monetary transactions for millions in India
over the past decade. The ease with which a customer can check his account, make
payments online and transfer money between accounts has made this mode of banking
hugely popular among Indians who are perpetually short of time to visit the bank physically.
Online banking also provides a host of non-transactional features which are quite handy to
the customer. However along with the world of conveniences this method of banking has a

few inherent pitfalls which need to be understood in order to protect your money and avoid
complications subsequently.
Key Benefits of Internet Banking
There are plenty of perks offered by banks to customers who adopt internet banking over
the traditional visit physically to the nearest branch office.
Convenience: This is the single most important benefits that outweigh any shortcoming of
internet banking. Making transactions and payments right from the comfort of home or
office at the click of a button without even having to step out is a facility none would like to
forego. Keeping a track of accounts through the internet is much faster and convenient as
compared to going to the bank for the same. Even non transactional facilities like ordering
check books online, updating accounts, enquiring about interest rates of various financial
products etc. become much simpler on the internet.

Cost for implement

Mobile app
Operating system

Cost making app

Cost online to

Total cost

store
IPhone

100,000

25000

125000

Android

100,000

10000

110000

Window phone

100,000 RS

5000

105000

Blackberry

100,000 RS

30000

130000

Total cost to implement mobile app is (470000)

For internet banking

IT staff required

It Head

It manager

Software manager

Programmer

Supervisor

Requirement

Total cost

Software (oracle Siebel)

500000

Website portal domain

50000

IT department salaries per month

Designation
It Head

Salary per month

70000

It manager

50000

Software manager

60000

Programmer

80000

Supervisor

40000

Total employees cost is

300000

So implementation cost of internet banking total cost is

Software cost + departmental cost
500000+300000=800000

Outcomes of these CRM Activities

Be where your customers are.
Allow customers to select their preferred method of interaction.
Provide cross-channel support via phone, mobile, e-mail, chat, online over the Web, and face-toface.
Be available 24/7.
Ensure a consistent customer experience.
Make every interaction an extension of the previous one.
Know your customer and their history, and anticipate their next likely activity.
Provide personalized, unified, and consistent service, regardless of the channel.
Gather actionable insight to continually optimize the customer experience.
Know who youre most important customers are.
Address vital customer issues proactively.
Be responsive to strengthen customer loyalty.

Automated Account Origination Processes

Once a customer is cross-sold or up-sold products and services, an automated application process will
initiate to fulfill the successfully completed sales of time-and-demand deposit products. Through the
Siebel Credit Origination module, agents can also add credit products including mortgage, installment
loan, and credit card to the universal application process. They can prequalify the customer, take the
application, provide additional information about the product, and manage loan documentation. This
module includes the five most frequently used credit calculators: loan amount, monthly payment, and
loan comparison, refinance break even, and loan payoff.

A Customer-Centric Experience
Siebel internet banking software for National Bank comprehensive transactional functionality, operational
control, and actionable customer information to create a customer-centric experience. It seamlessly
integrates with existing sales and service applications and includes a complete set of teller and supervisor
transactions and a full set of support services. Siebel Branch Teller empowers tellers to become highly
effective and efficient revenue producers without affecting their ability to execute traditional teller
transactions. It provides simple, one-step referrals based on targeted customer offers. The offers and
referrals integrate with the Siebel Finance application as well as with other third-party CRM products to
create a more holistic customer-centric strategy. This enables the tellers to effectively perform retention
intervention for those customers the bank wants to retain while performing financial transactions. With
Siebel Branch Teller, banks have the opportunity to expand the tellers role from that of a transaction-only
agent to that of a customer service representative who is able to understand each customers value and
provide the appropriate level of service.

Intelligent Customer Service

To rise above the crowd, banks must do more than meet traditional customer service expectations. This
includes delivering intelligent customer service that adapts to evolving customer needs, banking business
demands, and new technology. Intelligent customer service combines computer telephony integration and
customer segmentation routing with customer solution management in order to transform customer
service strategies into an exceptional, end-to-end customer experience. Additionally, Siebel CRMs
integrated decision-making capabilities ensure that all your employees follow the same best practices as
your best employees. Real-time predictive analytics use intelligence guidance to make the right

recommendation at the right time about the best way to respond in customer interactions. Whether
employees are working to resolve a service issue or attempting to upsell a customer, Siebel CRM can
advise them on how to make the best decisions designed to ensure the success of the business.

Self-Service for Banking

Self-Service for banking includes e-billing & e-payments for flexible payment options and account
management plus efficient self-service and support. With Siebel Self-Service for banking, banks can
deliver personalized and interactive account e-statements to serve diverse business needs and decrease
service costs, while offering a superior online customer experience. Your customers have convenient
access to information on their accounts while you improve the quality of customer care, reduce support
costs, and deepen customer relationships.

Loyalty
Siebel Loyalty is a complete loyalty management solution offering personalized, relevant customer
promotions with comprehensive point promotion and redemption capabilities. Oracle provides the
industrys only comprehensive, end-to-end loyalty management solution integrated with the worlds
leading CRM solution. Siebel Loyalty supports the entire loyalty program lifecycle, enabling you to
enhance the effectiveness of your loyalty initiatives and deliver innovative, differentiated, and costeffective programs that build long-term profitable relationships with your most-valuable customers.
Benefits include targeted and personalized offers on the spot; tracking, earning, and spending of points;
receiving relevant information in real time; and a rich cross-channel experience. Siebel Loyalty includes
loyalty best practices for member enrollment and management, tier management, accrual and redemption,
personalized loyalty promotions and member communications, multichannel customer care, crossindustry partner management, and analytics.

Conclusion
National bank is a most growing bank in Pakistan. If they implement our these suggestion they can get
edge over there competitor banks and also gain customers loyalty, save cost, build relationship with
customers