Getting CRM to work in the field KBC experiences

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Getting CRM to work in the fieldKBC experiences

• Brussel, 25 September 2007
• Mark.Casselman _at_ kbc.be

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It works to talk
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Agenda

• Introduction to KBC
• CRM _at_ KBC
• In depth
• How commercial tools helpCRM to work in the
  field
• Wrap-up

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Introduction to KBC

• OriginMerger of 3 Belgian financial institutions
  in 1998
• MissionKBC Group aims to be an independent,
  medium-sized, bancassurer for private persons and
  medium-sized enterprises in selected European
  countries, with expertise in asset management and
  the financial markets, and the aim of achieving
  high profitability targets through efficiency,
  customercentricity, employee-friendly policies
  and sound risk management.
• Second home marketSuccessful expansion into
  growth countries of Central and Eastern Europe.
• Results
• strengthened bancassurance positionin Belgium
• holding a top-5 position in 5 CEE countries
• Czech Republic Slovakia Slovenia
• Poland Hungary
• Presence in
• Russia Romania
• Serbia Bulgaria

gt25 return on allocated capital
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Introduction to KBC

• Group Structure
• Head count 50.000Customers 11.000.000

KBC Group
Strategy Capital - Risk
Belgium
CEE
Private Banking
Merchant Banking
17 GP
43 GP
Slovenia
Hungary
7 GP
33 GP
Poland
Czech Republic
Slovakia
other
Shared services operations
GP group profit
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Introduction to KBC

• KBC Belgium
• KBC Bank Insurance - 2,7 mio retail clients -
  17.000 corporate clients - 17.000 private
  banking clients - 800 bank branches - 580
  insurance agents
• CBC Bank Insurance
• Centea (independant bank agents)
• Fidea (insurance brokers)

Organisation Model
KBC Insurance
KBC Bank
Retail Distribution
Branch Insurance Agents Network
Distribution
CustomerFocus
Marketing
Non-Group Product Factories
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Agenda

• Introduction to KBC
• CRM _at_ KBC
• In depth
• How commercial tools helpCRM to work in the
  field
• Wrap-up

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What is CRM _at_ kbc.be ?
Business Strategy
Optimize profitability, revenue and customer
satisfaction

• CRM Technologies
• greater customer insight
• more effective customer interactions
• increased customer access
• integration throughout customer channels
• integration with back office functions

• Process
• implementing customer centric processes
• organizing around customer segments
• fostering customer satisfying behaviours

• CRM_at_KBC
• The endeavour to gain loyal and satisfied
  customers, by means of
• a multi-channel approach and customer-oriented
  relationship management.

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What is CRM _at_ kbc.be ?

• Multichannel ?
• - Multi brand
• gt competion model
• - Multi distribution channel
• gt micromarket cooperation model
• - Multi communication channel

• Customer oriented
• - Customer lifecycle
• - Relationship management
• - Needs based approach
• - Warme Bank Praten werkt

Micromarket
Bank branch
Insuranceagent
E-channel
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Realising CRM _at_ kbc.be

• The CRM business process

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CRM_at_KBC timeline

• KBC has no BIG CRM PROJECT
• Evolutionary CRM
• A generic CRM business process
• Realising CRM functionalities step by step
• Supporting (retail) business needs
• 2008
• e-Mail engine e-Mail Newsletters
• EBM phase 3 event capture infrastructure channel
  capacity management customer interation
  prioritisation

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CRM_at_KBC 2007-2008

• PRISMA Programm (Strategic Retail
  Program) 2007-2008
• Commercial Support related projects
• Commercial opportunities en retention
• Event based marketing 7 additional events
  piloting
• Profile based customer approach
• Next Best Offer based on profile scores (branch
  online)
• Next Best Question
• New Customer Intake
• Customer onboarding programm
• Non CRM-technology related projects
• Early results (pilots) are promising
• Next best offer
• Branches NBO used in 1/10 customer contacts
  with 35 sales success
• Online 4 banner click-through with 15 sales
  success
• Strong difference in succes between products
  (payments versus insurance)
• New Customer Intake
• Substantial rise in of new customers with 4
  products within 1 month

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Agenda

• Introduction to KBC
• CRM _at_ KBC
• In depth
• How commercial tools helpCRM to work in the
  field
• Wrap-up

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Commercial support architecture
Customer
ATM
Online
Telecenter
Branches Agents
Direct communication
Contact Management
Operational Branch Applications
Informational Branch Applications
Electronic Commercial Reports
Outflow A6 - A4 - Online - E-Mail - BannersCall
lists - tasks opportunities - target groups
Online Applic.
ATM Applic.
Tele- Center Applic.
Front End Tools Commercial Support
Business Objects
Data- mining
Campaign EBM support UNICA (Q2 2007)
Product Holding
Operational Infrastructure
Contact DB
Application Datamarts
Mirabo Datamart
Comfort Datamart
Mailing table
Domani Datamart
c-DWH (day)
commercial-DWH (month)
Operational Databases
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Current Front EndCommercial Support Tools

• Front End CRM funtionalities _at_ KBC

Customerinformationmanagement
Todo and agendamanagement
Commercialreporting
Action and campaignmanagement
Integrated Customer Session
Relationship Management
Segmentation
Target-groupselection processing
Contact management
Customer profiles
Todos points of attention Customer information
management Customer dashboard Relationship
manager Relationship meeting guideline Contact
view Opportunity management (EBM)
Banking transactions Commercial customer
tools Commercial branch tools
Todo management Agenda management Target group
selection processing Commercial
reporting Opportunity management (EBM)
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Making CRM Work in the field

• Some examples
• Todo Agenda Management
• Relationship Management
• Target groups
• Event Based Marketing
• NBO-NBQ
• Contact Management

strategies to get CRM to be really used by
staff
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Task Agenda Management

• Goal
• A central place for
• Customer todos
• Staff todos, agenda and work organisation
• Commercial Opportunities (Event Based Marketing)
• Central administrative todos (product factories)
• Central commercial todos
• Next Best Offers
• Co-operation with telecenter
• Relationship history
• Non structured Customer information
• Strengths / Tricks / Strategies
• INTEGRATION
• Opening screen customer (to know to do)
• Messages from customers via todos
• Mixing commercial administrative todos
• Focus on functionalities to manage todos
• Assignment
• Filtering

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Relationship management

• Goal
• Relationship meetings (and screening) with top
  customers based on priority customer segment
  (value/potential model)
• Steps
• Selection of the client(s)
• Approach of the client(s)
• Meeting preperation
• The relationship meeting
• Processing the new/changed client information
  possible client needs
• Follow up of the client(s)
• Management tools
• Strengths / Tricks / Strategies
• Visualize RM online, signing documents, gt
  correct data
• Preperation Relationship meeting guidegt daily
  training in best practices
• Process reporting on relationship meetingsgt
  avoiding wishfull reporting

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Target Groups

• Goal
• Enable branches to make customer selections
• Strengths / Tricks / Strategies
• Enable processinggt Outflow paper mail,
  online message, CI, Task, RM, RGL,
• Receiving and uploding target groupsgt
  co-operation with central marketing
• Report details as target groupsgt easy to take
  action
• Co-operation with call centergt automated process

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Event Based Marketing

• Goal
• Right time marketing to deliver more relevant
  offersto the customer (right time right offer)
• Strengths / Tricks / Strategies
• Implemantation as urgent todosgt re-using a
  well known system
• Status reportinggt continous monitoring
• Slow introduction in 3 phasesgt get momentum
  strong events finished front endgt expand
  more events automation (Unica)gt manage
  customer prioritisation, event capture
  infrastructure
• Branch interferencegt branch preferences
  (opt-out, employee assignment, )

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Next Best Offer - Question

• Goal
• Delivering a next best offer and next best
  questionat every customer contact opportunity
• Strengths / Tricks / Strategies
• Implementation as hidden todosgt re-use well
  known system
• Piloting in branch onlinegt to show success
  learn about what works
• Process reportinggt its not (only) the end
  result that counts, but the process

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Contactmanagement

• Goal
• Building an integrated central database with all
  customer interactions (inboud outbound).
• 38 sources, day1
• Strengths / Tricks / Strategies
• No manual registrationgt complete, reliable, no
  abuse
• Automating commercial supportgt important input
  for event based marketing
• Gather information for customer profiling,
  customer experience manegement, gt important
  input for modelling

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CRM _at_ kbc.be

• Thank you for your attention
• Any questions ?
• And

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Good luck with your CRM !