CRM Success at Czech Bank Česká spořitelna Wins Awards
Capgemini helps the bank deploy a client-focused strategy via eight building blocks
- Industry
- Financial Services
- Alliance partner
- Siebel
- Solution
- CRM
Download as PDF- File size:
627.61 KB - Published on:
2006-06-07 11:49 AM
“We will never forget your huge contribution to our success.”
Jack Stack, CEO, Česká spořitelna
The Situation
Česká spořitelna placed high value to its scarcest resource—existing customers. Enjoying an image as a trusted partner, strategies and values ensured that the bank remained close to customers.
Česká spořitelna launched a strategic initiative to fulfill its vision for effective CRM. It entrusted Capgemini as its CRM and integration partner.
The Solution
A joint team was rapidly mobilised to transform the initiative into a comprehensive CRM roadmap and a plan to deploy it in program streams.
New service and segmentation categories were defined to transform the branch set-up.
New technology was developed and implemented to facilitate a logical stream of relevant transactions with each of the bank’s 5.3 million customers.
Technology included Siebel eFinance, SAS Enterprise Miner, Oracle 9i DWH and BEA Middleware served by EMC Symmetrix and HP UNIX hardware.
Interfaces with customers were streamlined for an enhanced experience with higher quality. The team designed a framework of relevant metrics, at operational and process levels, to measure success.
The Result
Program measurement has allowed Česká spořitelna to track its CRM investment. The company reports ROI as forecasted. This has been through incremental increases in sales and better profitability from customer-focused processes and services.
Since embarking on the project, the bank has exceeded its growth forecasts two years running. In 2005, gross revenue and net profits both increased by 20% with profitability up to 35.8%. Brand awareness (prompted) increased to 99.3%.
Customer satisfaction metrics were equally good. The index for customer satisfaction rose to 76.6% and ROI for some direct marketing campaigns increased by thousands to a stunning 3,400%.