News : SpareBank 1 Gains a Single Customer View with Dynamics CRM
To remain competitive and relevant to a younger generation of consumers who favour online and mobile banking over in-person interactions with staff, SpareBank 1 knew its continued success hinged on a streamlined approach to managing customer relationships.
With Avanade and Accenture’s help, the organisation sought to realise its ‘one customer, one bank’ vision in three key ways.
First, it wanted to grow its insurance business market share through targeted cross-selling without increasing costs. The SpareBank 1 Alliance estimates that 25% of its banking customers also have purchased insurance products offered by the bank’s insurance division SpareBank 1 Forsikring.
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Secondly, it wanted to use proactive tools for targeted customer outreach. SpareBank 1’s insurance division had no way to accurately identify, qualify and proactively sell to insurance prospects across the company’s 16 banks through the centralised call centre.
It also wanted to create a single source of truth about all of its customers. Information about banking customers existed in 17 disparate systems, making it difficult for call centre staff to even understand who best to target for insurance sales campaigns or to centralise and standardise outreach.
Working with Avanade and Accenture, the organisation deployed a new customer relationship management (CRM) framework built on Microsoft Dynamics CRM and Accenture’s Customer Analytics Record solution, with the aim of bringing together all of its customer information to provide call centre staff with more information to better serve customers, and bank associates with qualified leads, enabling them to proactively reach out to customers.
"We’ve seen dramatic increases in our response rates with this new platform," says Rune Hoff, director of SpareBank 1 Forsikring. "We can now more readily segment our customer base, which enables us to grow our market share without increasing costs."
Posted by Veronica Silva Cusi, news correspondent
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About SpareBank 1:
SpareBank 1 is a Norwegian alliance and brand name for a group of savings banks. The alliance is organised through the holding company SpareBank 1 Gruppen AS that is owned by the participating banks.
Avanade is a provider of digital and cloud services, business solutions and design-led experiences delivered through the Microsoft ecosystem.
Published: Friday, February 27, 2015
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