2 october 2014
Otkritie Bank builds up customer base with Microsoft Dynamics CRM 2013

Otkritie Bank maintains a high quality of service and increases customer base with the latest platform Microsoft Dynamics CRM 2013. The project has been carried out in cooperation with GMCS (a subsidiary of MAYKOR).

Otkritie Bank is one of the fast growing banks, whose business model is a combination of classical banking services, investment products and insurance services, which are created by business branches of the financial group Otkritie.

The Bank also follows the innovative approaches in automation of customer relationship management. Thus, the generation of preapproved proposals (e.g., based on the loan applications from the web-site or targeted offers) occurs in an analytical CRM-system. In order to provide further information to customers and register results of processing of proposals (responses) Otkritie Bank with GMCS have developed a solution based on Microsoft Dynamics CRM 2013.

The solution allows the bank to inform customers of the bank offers across multiple channels - SMS, IP-telephony, e-mail. In the near future Otkritie Bank plans to inform customer through the client-bank and ATMs, as well as through classic post. The solution optimizes the contact center, reducing the processing time of each proposal. Integration with IP-telephony provides automatic dialed call-down. Connection of telesales operator with customer occurs only at the moment when the customer answers the call; the operator sees a single window with a customer card that contains all the necessary information to start a dialogue. Responses are recorded directly by the telesales operator and transmitted to the system of requests processing for further work, as well as in the analytical CRM system to adjust the self-learning model.

"We are moving towards the creation of highly effective information complex that can provide support to the sales cycle, including cross-sales and presales in all business areas of the bank. At the same time it is important that communication with each client passed as efficiently as possible. In the short run we are planning to launch the created system into commercial operation and to its further development," says Mikhail Sokolov, Senior Vice President of Otkritie Bank.

"Thanks to Microsoft Dynamics CRM 2013 platform, flexible to set and adapt, and a component of our solution for contact centers, we have managed to build a solution in the IT landscape of the bank, which became a part of cross-sales and a tool of proactive interaction with customers," adds Vyacheslav Blinkov, Business Director of GMCS.

In addition to partnerships with GMCS in developing solutions for customer interaction, in 2013 the Bank began to use outsourcing services of MAYKOR: IT support of the opening of new offices in all regions of Russia and comprehensive technical support of IT infrastructure.

About Otkritie Bank

Otkritie Bank is one of the most dynamically developing retail banks in Russia. Otkritie Bank is focused on developing the retail product range, including loans, credit cards, deposits and mortgage financing and acts as a control centre managing the entire retail infrastructure of Otkritie banking group. The Bank has been assigned a B+ rating with a positive outlook by Standard & Poors. The Bank’s current major shareholders are FC Otkritie Bank (55,5%) and Otkritie Holding (44,5%) .

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