CRM:CASE STUDY OF A

GREEK BANK
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INTRODUCTION
• Focus and Goal: The study examines how a Greek bank leveraged CRM to improve
customer service and boost profitability.
• Pre-Implementation Challenges: Long wait times and unhappy customers were the
major pain points before adopting CRM.
• Post-Implementation Benefits: The bank saw reduced costs, streamlined operations, and
improved overall efficiency after implementing CRM.
• Success Factors: Effective project management, realistic timelines, skilled development,
and collaboration with consultants were identified as crucial factors for successful CRM
implementation.
• Importance of CRM: The study highlights the significance of CRM in banking and
emphasizes the need for best practices and experienced consultants to ensure a
successful implementation.
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OBJECTIVES
1. Analyze the real-world implementation of CRM in a banking
context: This objective focuses on understanding how the bank
designed and implemented CRM in its practices. It looks at the benefits,
challenges, success factors, and failures encountered during the process.
2. Develop a broader understanding of CRM practices: This
objective goes beyond the specific case of the Greek bank. The study
aims to identify similarities and differences between the bank's practices
and existing CRM literature.
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FACTORS BEFORE CRM:

 Understaffed Service: The small customer service department, with only 15

employees, struggled to keep up with demand, leading to long wait times and
frustrated customers.

 Dissatisfaction and Turnover: Long phone wait times and limited service
option resulted in a high percentage of dissatisfied customers. This
dissatisfaction, coupled with the high cost of service, led to many resignations
within the customer service department itself.

 Inefficient Operations: Long wait times and long queues at branches pointed
to inefficient operations within the bank. This inefficiency translated to a high
cost of service delivery, further squeezing profits.
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SUCCESS FACTOR AFTER CRM

 Financial Benefits: The CRM system streamlined operations, resulting in
reduced costs for maintenance, support, and potentially staffing needs due to
increased efficiency.
 Simplified Operations: The unified platform offered by the CRM
eliminated the need to manage multiple complex systems, reducing overall
complexity and simplifying day-to-day tasks for employees.
 Enhanced Performance: The CRM equipped employees with better tools
and information, leading to improved operational efficiency and the ability to
serve customers more effectively. This could also translate to increased
employee satisfaction and morale.
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FAILURE AFTER CRM
 Integration Headaches: Difficulty connecting the new CRM system with the
bank's existing software could create data silos, hinder information flow, and
cripple the CRM's effectiveness.
 CRM Learning Curve: A lack of experience with CRM applications among
bank staff could lead to challenges in using the system efficiently. This could
limit the potential benefits of the CRM and hinder overall adoption.
 Tech Support Struggles: Difficulties getting timely and effective technical
support for the CRM system could slow down troubleshooting and problem-
solving. This could lead to system downtime and hinder employee productivity.
 Consultant Capabilities: If the CRM consultant team lacked the necessary
skills or experience, they might not be able to design or implement the system
effectively. This could lead to a system that doesn't meet the bank's specific
needs and objectives.
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SWOT ANALYSIS

S W O T

• Improved • Lack of • Potential for

• Competition in the
customer service experience with future cost saving
banking sector
and satisfaction CRM application. and growth
• Risk of
• Cost reduction and • Technical support • Room for
operational
increased revenue challenges. improvement in
inefficiencies due
• Enhanced bank • Issues with utilizing CRM
to integration
operation existing system. features and
issues.
function
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CONCLUSION
 CRM Success in Greek Bank: A Greek bank's CRM implementation
significantly improved customer service, reduced costs, and boosted revenue.
 Voice Banking Integration: Integrating voice banking with CRM led to a
simpler system architecture, better employee performance, and higher service
levels.
 Critical Success Factors: Effective project management, realistic timelines,
skilled development, and collaboration with consultants were key to successful
CRM implementation.
 CRM's Transformative Impact: Overall, the case study showcases CRM's
ability to transform banking operations, improve customer satisfaction, drive
profitability, and enhance overall business performance.
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