With the implementation of a customer relationship management (CRM) suite from SAP, Banco Urquijo is taking control of customer information and business processes. The Madrid-based bank is focused on optimizing commercial agent activity, increasing the number of customers supported by each agent and improving service quality.
"The Spanish financial system is now highly competitive. It's becoming necessary to adopt more effective management methods and tools that increase resource productivity," said Pedro Martinez, manager of organization and virtual banking at $5 billion Banco Urquijo.
The bank chose mySAP CRM and mySAP Enterprise Portals. my SAP CRM provides operational CRM (managing and synchronizing customer interactions), analytical CRM (optimizing information sources for a better understanding of customer behavior) and collaborative CRM (collaborating with suppliers, partners, and customers to improve processes and meet customer needs).
mySAP Enterprise Portals (formerly mySAP Workplace) unifies business processes for strategic advantage and profitability. With it, Banco Urquijo can manage all types of enterprise data (applications, databases, stored documents and Internet information), push content to users according to their roles and interests, and transform latent data into business insight.
The project was mapped out in February, and went live after five months with a pilot group of 30 users. The bank is rolling out the system to all 360 users in its marketing and commercial banking divisions.
The pilot phase saw a rapid improvement in productivity, as well as employees' ability to monitor opportunities through the system's customer management tools. "In only one transaction, agents have all the information about the customer-personal data, financial data, profitability, and investment distribution-along with potential new opportunities," Martinez said.
Special "alarm" tools within the software automatically alert the appropriate employee to customer situations requiring immediate attention, such as idle accounts, negative balances and declines in commissions.
Campaign generation and tracking tools help the bank define targets, objectives, terms and environment. Campaign data is then sent to Banco Urquijo's data warehouse, where it's used to optimize future campaigns.
Following complete implementation, Banco Urquijo expects to achieve return on investment through both cost reduction and increased revenues.
"As mySAP CRM is integrated with the other banking solutions, the time accessing the information will be reduced, and the duplicity of task will be reduced too," said Martinez.