2.

INTRODUCTION TO
THE CRM TOPIC
 CRM. WHAT IS IT?

CRM as an approach:
• Customers Relationship Management –
area of business activities with goal of
increasing of sales and clients loyalty through
managing of a quality and ways of
communications and collaboration with clients.

CRM as a software class:

• Enterprise level of software with ability
to manage and maintenance clients
processes of the whole company with
focus on transparence, controllability,
scalability and flexibility

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Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
 TYPES OF CRM SYSTEMS BY FIELDS OF USAGE

aCRM:
Sales Back Office
• Analytical CRM for marketing
▪ Underwriting
▪
▪
Potential clients base
Cross-sale ▪ Control of mutual settlements segmentation, campaigns
▪ Handling objections
360º
and obligations management and demand prediction
▪ Multichannel ▪ Paperless workflow
▪ Sales Funnel experience ▪ Automatization of
of a client collaboration
oCRM:
Marketing • Operational CRM for work of
▪ Targeted marketing
Risks channels managers and running
(sms, e-mail, calls, digital
bank, tasks to managers)
Service
▪
▪
Risks analysis
Fraud prevention
of internal clients processes
▪ Segmentation ▪ Audit
▪ Clients satisfaction
▪ Clients retention ▪ Soft collection
▪ Speed and quality of work
with claims pRM:
▪ Data privacy
• Partners CRM, for work of
business development managers

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Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
 CRM CONCEPT
Personal
meetings
Social Web

Calls
# Mail

ууущщйццззййз
Points
of sales
Emails

360O
Overview
of a client
Segmentation

Profitability of a client
Course title: oCRM at Sales, Service and Business Multichannel Management, The Retail Banking School 4
CRM AS A FOUNDATION FOR VALUE CHAINS BUILDING

Collaborative processes:

1. Client – Bank collaboration 3. Digitized internal processes

(operations, risks, conveyors)

2. Client – managers 4. Value chains with partners

communications (sales, and external platforms
cross-sale, service)

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Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
 PERSONALIZED BANKING
Mortgage
refinance,
Key points to consideration: Insurance plans

Blog
• Customer journey building. Predictive
Searching for potential triggers for analytics
Personalized content
best offers for cross-sale. (Web + Mobile)
• Preparing of customer, products
and services life-circle map for From rent to buy
switching business from CRM Automated
transactional to life-long Engine marketing
relationship model. Credit Card, Car
Loan, Personal
Loan…
Next best
Price-sensitivity Client offer
models segmentation

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Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School
 CRM. THE MAIN PLAYERS

CRM providers:
• Best CRM systems at a market are:
• Microsoft Dynamics 365 (CRM)
• Salesforce
• Oracle Siebel CRM
• Gartner research allow to look to the best CRM

Key, but hidden factors of CRM choosing:

• Ability to scale to all your processes
• Integration opportunities
• Speed and stability of work
• License policy and cost of ownership
• Expertise at a market

Source of a picture: Gartner (June 2021)

Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School 7
CRM AT A CLASSICAL AND ANTI-CRISIS STRATEGY

Work with overdue debts and risks

Marketing
Clients retention and
acquisition

Sales efficiency
Cross-sale (More sales, less costs)

Sales efficiency Cross-sale

(More sales, less costs)

Marketing Clients retention

and
acquisition

Work with overdue debts and risks

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Course title: A&O CRM at Sales, Service, marketing and Business Multichannel Management, The Retail Banking School