1 Front-office CRM system in practice Balás Zoltán, Head of CRM and marketing analysis CIB Bank (Hungary)

2 What is single customer view? 2. Teach front office staff: „Take care the client only who is standing in front of you” 3. Get business advantage: Formerly: 2-3 campaigns in the network at one point of time Afterwards: campaigns parallel 1. Implement a system showing client’s contact history and portfolio

3 Client value based service Client value (income – direct costs) are calculated and displayed every months. Sales staff aligns: -x-sell efforts (aggressive vs. light) -time spent with client

4 Sales based on automatic x-sell 47 mln 8.5 mln 154,000 64,000 18% 1,8% 42% 0,8% 14% of total sales of branches Set-up of rules Create offers (dataware-house) Ranking

5 Behavioural scoring based offers 60% of total uncovered loan sales Estimate income Calculate limit amount Upload Monthly sales of uncovered loans

6 Motivational questions During the administration of client answers some questions have to be made We get to know the motivation of the clients why they have requested or refused a product. Cheap and quick mini-surveys!

7 New ways of campaign measurement Client contact Offer made Sales Offer ratio Sales efficiency Example I. Product: credit card Offer ratio: 65% Sales efficiency: 3% Conclusion: low sales results due to low affinity in target group Example II. Product: Online account Offer ratio: 38% Sales efficiency: 35% Conclusion: low branch activity and focus, due to remuneration problems Target group Show-up

8 Front-office application approaches Service Desk concept Sales Desk concept + All information and functions at one place - Might be slower or not easy to overview + Focused on selling + Easier implementation - Less efficiency and single customer view Source of picture: PBZ, Croatia