DBS streamlines customer experience across key markets through pan-regional CRM platform
The bank rolled-out a regional CRM platform with rationalised and standardised business functionalities in Taiwan, China, India, Hong Kong and Indonesia. May 30, 2013 | Levina LimPreamble The largest bank in South East Asia by assets, DBS’ strategic aspiration to be the “Asian Bank of Choice for the New Asia” hinges upon putting its customers at the heart of its banking relationship. In Singapore, the bank operates the DBS and POSB brand, boasting about 80 branches at various locations and leading the domestic mortgage loan and credit card sector. To achieve its strategic aspiration, DBS needed a tool to capture customer interactions through targeted campaign processes, transaction history, service requests and supporting reports infrastructure. Towards this end, DBS engaged HCL Technologies to implement the Microsoft CRM Dynamics Platform 2011. The project spanned two years and took 5,600 man-days to complete. The challenge DBS’s primary markets in Singapore and Hong Kong had been utilising legacy Customer Relationship Management (CRM) systems which offered limited capabilities. In the emerging markets of Taiwan, China, India and Indonesia, the bank did not possess CRM applications; performing their functions using disparate standalone applications. This called for a common regional CRM platform where functionalities are rationalised and standardised across locations. This will allow for common sales and service processes to be implemented and measured using a common set of metrics, providing the business with a pan-regional view. For regional customers, it will also provide a consistent customer experience in the various countries. DBS’ regional CRM platform enables greater visibility across the bank Figure 1: Key business issues The solution The CRM system possesses the following features:
DBS, HCL Technologies, Microsoft, CRM
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