A Kraft-y Solution

Kraft Foods Federal Credit Union (FCU) has tapped Siebel eFinance 7, a customer relationship management suite from Siebel Systems, San Mateo, Calif., to help it be more responsive to its 40,000 members, while also substantially increasing sales productivity. Akibia Consulting, Westborough, Mass., will perform the systems integration.

Previously, Kraft Foods FCU stored members' information in several systems, all of which had to be searched each time a member required service. The new system will compress each member's financial information into one record within a centralized member database, enabling service representatives to speed responses to member queries, provide better service based on fuller knowledge of member histories, and uncover new selling opportunities.

Siebel eFinance 7 allows Kraft Foods FCU to acquire and grow profitable customers by facilitating information integration and workflow management across multiple lines of business.

Siebel's suite of multichannel e-business software will enable Kraft Foods FCU to capitalize on information captured during each customer interaction to more effectively cross-sell and up-sell additional products and services, resulting in increased revenue per customer and improved profitability.

Akibia Consulting's CRM experience was crucial, according to Karl Kraus, vice president of information technology at White Plains, N.Y.-based Kraft Foods FCU. "The firm's ability to adapt Siebel e-business applications to our unique business processes is enabling a smooth deployment."