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Commercial bank CRM – from sales strategy to application design Ivan E Struzhkov, Product Owner, Alfa Bank, Russia
Commercial bank CRM – from sales strategy to application designIvan E Struzhkov, Product Owner, Alfa Bank, Russia
FROM STRATEGY TO APPLICATION DESIGN
488RETAIL BRANCHES
3,700ATMS
3.1 MLNACTIVE USERS IN
DIGITAL CHANELS
14.3 MLNRETAIL CUSTOMERS
44.7 BN US$ TOTAL ASSETS
3rd LARGEST RUSSIAN BANKBY RETAIL DEMAND ACCOUNTS
WITH MARKET SHARE 9.2%
ABOUT ALFA-BANK
RUSSIA FIN TECH MARKET
10KEY PLAYERS
15% 16% 18% 25% 29% 33% 35%
Singapore Sydney Frankfurt London Hong Kong New York Moscow and St Petersburg
PERCENT OF ACTIVE FIN TECH USERS*
*EY Fin Tech in Russia. Key trends
110MPOTENTIAL
CUSTOMERS
PRODUCT SALES STRATEGY
S U C C E S S F U L
C O M P E T I T I O N
BE MORE PERSONALIZED
BE FASTER THAN OTHERS
BE MORE INTELLIGENT
BE EFFICIENT IN PROCESSES
BE EFFECTIVE IN PRICING
CRM HIGHLIGHTS IN PRODUCT CENTRIC APPROACH
CRMs ARE LOCAL
CRMs PROCESSES ARE “HARDCODED”
CRMs ARE NOT REUSABLE
CRMs ARE DUPLICATING
18%
22%
27%
33%
CRM STRATEGY
PEOPLE MANAGEMENT
BUSINESS PROCESSES
TECHNOLOGYIMPLEMENTATION
CRM INTEGRATION FAILURE REASONS
47% PERCEIVED AS FAILED
67%FAILED BECAUSE OF
NON-TECHNICAL REASONS
▪ Inadequate deployment methodologies (40%)
▪ Lack of organizational alignment (35%)
▪ Poorly defined business requirements (25%)
▪ Functional deficiencies in vendor solution (30%)
▪ Lack of internal implementation skills (23%)
▪ Data issues (19%)
▪ System performance short fall (19%)
▪ Architecture not supporting processes (48%)
▪ Poor process design (31%)
▪ Need for customized solution (21%)
▪ Slow user adoption (49%)
▪ Inadequate change management and training (36%)
▪ Culture change (15%)
SOURCE: Forrester Research
FUNCTIONALITY VS OWNERSHIP AND DEVELOPMENT COST
FUNCTIONALITY
CO
ST
BUISNESS MODEL TRANSITION
PRICING CROSS/UP-SELL
SA
LE
S
AP
PR
OA
CH
CO
MP
ET
IT
IV
E
AD
VA
NT
AG
E
DIFFERENTIATED
PRODUCTS
CUSTOMER
KNOWLEDGE
CROSS/UP-SELL
COMPETITIVE
ADVANTAGE
FROM BUSINESS TO IT
MICROSTRATEGIES
END 2 END PROCESS
UNIFIED ENVIRONMENT
KNOW YOUR CUSTOMER
USER EXPERIENCE
FLEXIBILITY
SFA – Alfa-bank UNIFIED CRM SYSTEM
CLIENT CARD
• 360 DEGREE VIEW
• UNIFIED RECORD
• DATA MANAGEMENT
DEFINED PROCESSES
• STRUCTURED SALES
• COMPLIANCE
• CONTROL
SANDBOX
• TOOLS
• FREEDOM TO ACT
• TRANSPARENCY
UNIFIED ENVIRONMENT
CONTEXT VIEW
INTEGRATIONS
CONNECTIONS
KNOW YOUR CUSTOMER
EXTERNAL DATA
PART OF THE PROCESS
CLIENT CARD
END 2 END PROCESS
USER EXPERIENCE
STRUCTURED SALES
USER FRIENDLY FORMS
AUTOMATIС DATA ENTRY
DEFINED PROCESS
MICROSTRATEGIES
FLEXIBILITY
ACCESS TO DATA
ANALYSIS TOOLS
CONTEXT VIEW
INTEGRATIONS
CONNECTIONS
SANDBOX
Process example 1- Motivation
Process example 2 - Customer experience
FACE
RECOGNITION
P.O.
CUSTOMER IN
BRANCH
BRANCH
TELEGRAM
CHANEL
NOTIFICATION TO
PERSONAL
MANAGER
NOTIFICATION TO
THE BAR ABOUT
FAVORITE DRINK
AND SNACKS
CUSTOMER
DATA
Where we are
7 CRM SYSTEMS REMOVED
1000+ ACTIVE USERS DAILY ACHIEVED
800+ USERS ARE READY TO JOIN
AFTER 1.5 YEARS PLANS
CREATE SINGLE UNIFIED CRM FOR THE BANK
