Major Austrialian Bank
Capgemini provided a customer relationship management solution that provides a framework for client interactions across all channels and segments.
The client needed to increase customer loyalty and the average number of products per customer, and it wanted to provide a consistent and thorough approach to customer relationship management. Capgemini designed and developed a CRM package solution that supports an enterprise-wide client contact vision and provides a framework for client interactions across all channels and for all client segments. In addition, it wanted to provide a consistent and thorough approach to customer relationship management.
Capgemini designed and developed a CRM package solution that supports an enterprise-wide client contact vision and provides a framework for client interactions across all channels and for all client segments. Ultimately, this will be rolled out to thousands of users in Australia.
Our Approach
Our approach to the Complete Client and Information Management (CCIM) project initially required the definition of people, process and technology requirements that support the preferred client contact strategies for segments. A work plan was developed to manage the phased CRM implementation, including people and process initiatives. Finally, Capgemini oversaw the plan’s realization. There were six Capgemini staff members working at the client site during this phase of the project.
The implementation plan was developed using Capgemini’s Package-Enabled Re-engineering (PER) methodology. This methodology was customized to the specific demands of a CRM implementation and was developed through previous experience in implementing this CRM package at other sites.
Our unique ‘Conference Room Pilot’ was used to ensure that at various stages of the project the business users observed how the application would work. This accelerated the identification and definition of user requirements. During each iteration, the package was configured to meet the current business requirements. At the end of the solution development stage, the configured package met the final business requirements.
Value Delivered
The initial benefits are likely to be in the areas of enhanced contact management providing a foundation to improve sales and institutional memory. Facilities will be available to enable a relationship manager to:
- understand the client’s propensity to buy and develop a sales strategy and review the customer profile and relationship information
- understand where customers are in the sales cycle and their recent behavior by reviewing a log of previous interactions that the customer (or related parties) has had with the client
- understand and progress sales activities based on customer needs through the ability to access and action (with log) leads and referrals
- optimize their efforts through the effective scheduling of customer contacts and use of diary facilities
- optimize the customer’s strategic value through knowledge of the client’s strategy and relationships for managing each individual customer
- focus and drive sales by understanding and analyzing the overall sales activity
The CRM solution will allow the client to actively manage customer’s assets, build loyalty, drive an increase in product penetration and acquire additional customers. This strategy will provide the levers needed to change customer behavior in predictable ways to achieve predictable results.