In connection with the development of the financial services market, Russian banks are increasingly faced with such problems as growing customer requirements, shrinking profits, rising costs and the need to keep up with new technologies.
In this regard, an increasing number of banks are launching projects for the implementation or development of CRM systems.
As a rule, CRM allows you to solve two main tasks – attracting new customers and retaining existing ones, for which operational and analytical CRM is used.
Operational CRM in banks
Often, the implementation of CRM in banks begins with the implementation of an operational CRM. Why is this happening? Operational CRM is mainly designed to automate customer interaction processes. Since the activities of banks largely depend on the speed and quality of the services provided, the automation of sales, service and marketing activities becomes one of the primary tasks in the implementation of CRM.
As a rule, the infrastructure of a bank is very complex and includes a large number of systems that perform different functions and contain information about customers. Therefore, when working with a client, bank employees have to work in several systems at the same time. In such conditions, it is difficult to talk about the efficiency and speed of customer service, on which the bank’s profit directly depends.
Operational CRM allows you to consolidate disparate customer information and create a single interface to work with it. As a result, employees of front offices and call centers will be able to work in one system, which significantly increases the efficiency of customer service. In addition, the implementation of CRM contributes to the growth of sales and improvement of the quality of service, since employees have quick access to all the necessary information, which allows them to more effectively build the process of interaction with the client.
Sales process marketing automation for banks
Banks use CRM systems not only to work with existing customers. Operational CRM can be useful for attracting new customers as well.
For example, banks have many sources of information about potential customers that need to be processed and benefitted from. Without a CRM system, this information will be processed almost manually. Employees need to select new potential customers from many different sources, understand what may be of interest to them, and choose an offer for each of them. In turn, CRM allows you to automate this process. Attracting a new customer begins with identifying him from incoming information.
Further, this process can consist of many stages. These include:
- the generation of leads;
- their subsequent qualification.
This information is then passed on to salespeople at call centers or subsidiary offices, who convert it into real deals and bring in new customers. Different banks use different sales and customer acquisition techniques, but all of them can be effectively automated using CRM systems. For example, in some banks, the automation of the process of issuing a consumer loan using CRM can significantly reduce the time for making the appropriate decision.
Marketing automation
Operational CRM allows you to record every moment of interaction with a client and save its result. Subsequently, marketers can use their accumulated history of interactions to plan and execute more effective, customer-focused marketing campaigns using the most customer-friendly communication channels.
