Harnessing Value: ۥA Single Customer View Is Industry First at KeyCorp

| Succesverhaal

Deploying a single enterprise-wide, Siebel-based platform with Capgemini'€™s help

“With the implementation of the Client Experience desktop workstation, we now know more about client interactions than ever before. Capgemini’s CRM expertise played an integral role in developing a differentiated and better KeyBank client experience for us.” 
 
Kevin Riley, Executive VP — Customer Information and Relationship Management, KeyCorp

The Situation

After years of expansion and acquisitions, KeyCorp (Key) has grown into a $92 billion asset, bank-based financial services company providing a full complement of products and services to more than 2.4 million consumer and commercial clients.

In recent years, the bank’s revenues and net income had stagnated,• costs were high and the bank was losing market share. Key needed to become more client-focused if it was going to improve its competitive profile. Like most banks, Key was organized around its lines of business.

After three years of productivity improvements and with strong commitment from Chairman and CEO Henry L. Meyer III, the bank embarked on a growth-focused Client Experience (CE) initiative, which was aimed at fundamentally changing the way Key dealt with its clients.

The Solution

With Capgemini’s help, Key selected and began deploying a single enterprise-wide, Siebel-based platform. The challenge lay in creating a single view of the client across three different lines of business with disparate data and unique requirements to view client information.

The CE Desktop, a Siebel-based workstation, provided the technical backbone for the transformation initiative.

The Result

Thus far, the CE desktop has been rolled out across the Retail and Wealth Management businesses within Key’s Community Bank. More than 4,000 employees already are users. Not far off is the rollout to Key’s Corporate and Investment Banking staff.

Early wins are impressive. For example, follow-up on leads have improved by more than 500 percent. Further, Key sales representatives have access to richer, more timely information about clients, including third-party data and a holistic view of their clients’ relationships with the company. As a result, cross-selling opportunities for Key have nearly doubled.

 

“With the implementation of the CE desktop, our employees have a complete view of our client relationships across the bank’s lines of business, while we continue to maintain strict privacy requirements. We now know more about client interactions than ever before. We can differentiate client treatment, optimize long-term client value and better manage the client’s experience with KeyBank. Capgemini’s strong customer relationship management (CRM) expertise has been invaluable in supporting our transformation.”
 
Kevin Riley, Executive VP — Customer Information and Relationship Management, KeyCorp