7 Key Challange to Customer Relatonship Management
1. 1. Size. The customer size of both bank combined is over 3 million customers in more than 650 branches. The size of costumer base may couse problem as the complexity arises after merger.
2. Different market segments. Bank X as strong corporate market player whereas Bank Y tends to focus more on the consumer and commercial markets. This makes difference of both banks core competence.
3. Managing customer retention. During the merger and transformation, it’s important to ensure customer retention, especially for the closing branches due to overlapping branch area.
4. Ensuring smooth transition. Customer relationships must be merged smoothly between the relationship managers of both banks. Customer must not feels any deficiency during the transition.
5. Internal Implementation problem. Such as: lack of strategic vision, no project team, no clear busines process, lack of assesment, no change management, inadequate training, and dirty data.
6. Fragmented Implementation. Initiative between departements need to be communicated and integrated to any other part of the organization to ensure customer experience the same and standarized service.
7. Tools and workflows. Software and technology, as well as workflow used can be complex, especially both bank have a large customer based, and many application and services which have to be combined.
Current Service Operations Evaluation, Customer Base Segmentation & Analysis
Bank X was the sixth largest bank in Indonesia. Bank X is a strong corporate market player, with core strengths in: Corporate & Mortgage Loans. Customer profile: Corporate customers, retail mortgages, Customer niche: Housing mortgages, car financing
Bank Y was the tenth largest bank in Indonesia. Bank Y tends to focus more on the consumer and commercial markets, with core strengths in: Transaction banking, SME banking and retail commercial loans. Customer profile: Mainly retail, general commerce, consumer sectors, Consumer niche: Credit cards (issuer and merchants)
ABC XY Bank combined makes huge customer base reaches more than 3.3 million customers in total and more than 650 branches located in across country. The size of customer base added with the basic different of market segments. The market segment itself will be vary from retail and transactional banking customer, business customer, and corporate customer.
The merger enables ABC XY Bank to broaden and strengthen its product range. ABC XY Bank will combine Bank X’s strong corporate lending presence, and mortgage niche together with Bank Y’s leadership in SME loans and the payment processing system which offers attractive growth opportunities.
The merger also gives the opportunity to cross-sell into the ‘merged’ Bank’s combined customer base forms the most significant source of value synergy. This is the key to balance the cost of service with the current and potential value of customer relationships.
Furthermore, Indonesia as an emerging country in Asia have a customer characteristic which is most concerned with gaining ‘value for me’, in terms of personalized service, product flexibility and choice, and competitive pricing. However, risk protection will be an increasingly important counterbalance to this search for value. In terms of general profile, these customers are highly self-directed early adopters who are still open to taking risk.
On the other hand, The SME Segment in emerging country is looking for trust, manifested by a greater emotional connection with their banks, and information transparency. This overlays their central desire for a positive customer experience on factors such as service quality and convenience. These customers are highly self-directed, have strong relationships with their banks, and are comfortable with moderate risks.
CRM Software Design
SAP CRM enables integated industry-spesific processes to support customer-facing departments in Marketing, Sales and Service. Plus, it enables a 360-degree view across all customer touch points and interaction channels-including the internet, interaction centers, the field, and channel partners-as well as powerful analytics.
Customer Contact Blueprints
Customer contact blueprint devised into three main area being provided by CRM to manage customer contact: marketing, sales, and service area. This customer contact blueprint leads to efforts that balances the cost of service with the current and potential value of customer relationships. Customer lifecycle maybe reviewed first to asses the position of customer contact.
Customer Lifecyle
Customer acquisition. The beginning phase where new customers are being acuired through, example, by marketing and sales strategy. The cost of acquisition commonly much more higher than retention as it may include promotion, advertising, sales, etc.
Customer retention. Aims to keep a high proportion of current customers by reducing customer defections, Adopting a customer contact blueprint that leads to higher customer retention. This is the most concerned part of the most CRM strategy.
Customer development. Further to customer retention, this phase aims to increase the value of those retained customers to the company.
Customer Contact Area: CRM Services
1. Marketing Area
This area concerned to how to drive marketing operating efficiency by marketing operations optimization, marketing measurement optimization, trade promotion management, merchandizing and trade marketing, and media management
This area may also identify the most profitable opportunities by customer data management, segmentation and analytics, as well as develop compelling, profitable new offers. The developmet done by market and customer strategy, customer-centric marketing, loyalty management, category, product and brand management, and pricing management.
Furthermore, it creates engaging customer interactions in the right channels, at the right time by Digital marketing optimization and Campaign management and multi-channel interactions.
2. Sales Area
Sales area manages sales strategy & channel management, including sales multichannel management. This area also manages sales talent management, including high performance sales workforce, compensation management, and sales process design. Sales operations optimization also being carried out by using sales technology enablement.
3. Service Area
This area covers differentiated service strategy and channel integration by differentiated service experience and customer enablement as well as channel integration. Others are service delivery management and optimization by service-enabling technology and architecture and service operations and analytics. Last but not least, service execution also being concerned by service workforce and processes and Service transactions and processing.Develop The CRM Strategy
Situation analysis. The analysis including the customer strategy cube between three dimensions: Channels, Offers, and Customer or segments. Situation analysis may also drawn in customer interaction maps.
Commence CRM education. The stakeholder, especially inside the organization, must be well-communicated of the CRM strategy being developed to ensure the implementation is not fragmented. Learning sources from The Institute of Direct Marketing, American Marketing Association , Websites and online communities may also help to commence education.
Develop the CRM vision. A CRM vision is a high-level statement of how CRM will change a business as it relates to customers, and may be critical as it provide guidelines to CRM implementation.
Set priorities. Clear priorities for action normally focussed on cost reduction or enhanced customer experience, might fall out of the situation analysis, but more time and debate is often necessary. Priority might be given to projects which produce quick wins or fast returns, or low cost.
Establish goals and objectives. Most common goals and objectives of CRM are customer loyalty and satisfaction, revenue enhancement, or cost reduction.
Identify people, process and technology requirements. People, process and technology (Such as SAP CRM softwares) required are need to be prepared to ensure the CRM implementation gone smooth and effective.
Develop the business case. The business case may can generate additional revenues, otherwise it also can reduce costs.
How it can balance the cost of service with the current and potential value of customer relationships?
The main source of service cost is from communications & customer retention programmes, that must be concerned in preparing and designing cost for bank integration. The other possible source of cost are from developing CRM software, as well as the integration cost itself.
The different market segment from both former banks may cause integration and service complexity that may add to service cost. But in other hand, by integration synergy this may offers some opportunities. The opportunity to cross-sell into the ‘merged’ Bank’s combined customer base forms the most significant source of value synergy.
Some possible potential value of costumer relationships of merging Bank X leading corporate player and Bank Y customer base in retail and commercial banking, are: • Synchronizing rates and fees for Bank X and Bank Y customers utilizing alternate channels Banking 4 Key Success Factors of Customer Relationship Management Commitment. From excecutives to sales-front are important part of the success of CRM. Excecutive vision and leadership, to commitment of skillful sales-front will ensure the success of CRM. Furthermore, nature of learning and willingness to share information culture on employees are bonus point. Communication and Integration. The harmony of all department within organization to runs CRM strategy will ensure customer experience the same level of CRM excellence. Customer Experience. Good customer relationship will grow “Value for Me” feeling which will leads to trust. Trust will eventually increase and retaun in average products sold per customer, as well as the value of customer relationship. Technology. IT is an enabler for acquiring and managing valuable data on customers. Technological aspects such as data warehouse capabilities and software configuration in addition to the influence of the internet are crucial for CRM successful implementation. ABC XY Bank combined customer base reaches more than 3 million customers in more than 650 branches. The bank now operates double the volume and at the minimum, needs to maintain its customer base. Bank X is a strong corporate market player whereas Bank Y tends to focus more on the consumer and commercial markets. The merger gives the opportunity to cross-sell into the ‘merged’ Bank’s combined customer base forms the most significant source of value synergy. Considered customer lifecycle (acquisition-retention-development), customer contact blueprint devised into 3 areas: marketing, sales and services. To develop CRM strategy, the steps are: situation analysis, commence CRM education, develop the CRM vision, set priorities, establish goals and objectives, identify people, process and technology requirements and develop the business case. This will balances the cost of service with the current and potential value of customer relationships. The 4 key succes factors to CRM are: Commitment-Communication Inegration-Customer Experience-Technology. References Accenture. “Customer Relationship Management Strategy Software Design”. Accenture, -. Accenture. “Customer Relationship Management: Services Overview”. http://www.accenture.com/sk-sk/Pages/service-consulting-customer-relationship..., 2011. Accenture. “From Strong Roots to Healthy Branches: How customer needs and expectations will drive differentiation in Asian banking”. Accenture, 2010. Almotairi, Mohammad. “CRM Success Factors Taxonomy”. EMCIS2008, 2008. Bank CIMB Niaga. “Merger Process and Achievement Report: January 2009”. Bank CIMB Niaga, 2008. Baran, Galka and Strunk. “Principles of Customer Relationship Management”. South-Western, 2008. Buttle, Francis. “Customer Relationship Management: Concepts and Technologies”. Elsevier Ltd., 2009. Fung, Mei Lin, "You can learn from “Dell Hell”, Dell did". http://www.customerthink.com/article /you_can_learn_dell_hell_dell_did, 2008.
• Launching of new ABC XY credit cards, and Introducing Bank X’s Corporate MasterCard to Bank Y’s corporate client
• Piloting the sales of Personal Loans products to Bank X’s customers Conclusion



