Business Intelligence Solutions (BIS), a department within Retail Banking, aims to enhance innovation and entrepreneurial spirit through sustainable business development: From ideas to implementation.
Situation
BIS bridges the gap between theory and practice, between ideas and their implementation. The Centralised Leads Management team within BIS was established to manage all customer interactions for Nedbank Retail. The objective of the team is to utilise industry
and technology best practices to maximise marketing and business investment, resulting in strong client acquisition, maintenance and retention.
Solution
BIS chose Microsoft Dynamics CRM to implement Enterprise Marketing Management within Nedbank Retail. The solution integrates customer information from third party applications and manages the marketing campaign and event processes to ensure campaigns and
events are accurately scoped, budgeted, business cases developed and approved by the correct stakeholders within the business. Due to the solution managing all campaigns and events, the business uses Microsoft SharePoint to integrate to Microsoft Dynamics
CRM to be able to have one central marketing calendar. This marketing calendar ensures visibility to all activities within the business, across client segments, channels and product areas.
In addition, the fact that all contact management strategies are managed in Microsoft Dynamics CRM, the business can understand and manage customer contact strategies and apply governance rules to these contacts, examples include:
-
Adherence to ‘opt out’ options
-
Preferred methods of communication
-
Privacy to information
-
Internal rules such as only contacting a client once every six months, etc.
After managing the creation of a marketing campaign or event, the Microsoft Dynamics CRM solution is used to drive the leads extraction (including third party data provisions, such as marketing lists) and distribution of leads for execution within the business,
delivery methods include:
Microsoft Dynamics CRM is then used to manage the execution of these leads and the process compliance by the various users of the application. Reporting is given to each user, group and division to understand the performance of the marketing campaign, or
event. More importantly, the business can now analyse the campaign performance, during the campaign and effect changes based on lessons learnt and feedback received. This results in more effective execution and reduced ‘wasting’ of leads within the process.
Benefits
After a campaign has been concluded Microsoft Dynamics CRM is used to consolidate post marketing and event feedback.
A summary of key components implemented are: Leads management, events and portfolio management, call centre, marketing calendar, activity management and financial management.
Some of the reasons for moving to Microsoft Dynamics CRM include:
-
Ability to skill internal resources on the Microsoft Dynamics CRM application to reduce the total cost of ownership
-
Ability to utilise the full platform capabilities
-
Mobile extension to the Microsoft Dynamics CRM platform
-
South African-based support resources were readily available and cost effective
-
XRM platform allowed for one platform that could solve a number of business requirements and
-
Easy integration to Microsoft SharePoint to achieve a truly end to end application.
Nedbank BIS is expanding its deployment of Microsoft Dynamics CRM into the service component of the business, namely call centres, branches, online help and mobile field force. This will greatly improve its ability to log and track cases in the business
and ensure that there is a seamless link between sales and service activities. Nedbank BIS is making significant strides to getting a single view of its customer interactions.
Key benefits for Nedbank BIS:
Microsoft Dynamics CRM has transformed the way Nedbank BIS does business, to a point where requests to leverage the platform have outweighed the ability to meet the demand, some of the key benefits realised through this implementation are:
-
Reusable functions
-
Quicker deployments
-
Leveraging the same infrastructure for multiple stakeholders
-
Ability to adapt to different business processes
-
Strong Return on Investment (ROI), resulting from great utilisation of the IT investment and increased ability to meet business needs
Key lessons:
In any deployment there are key lessons learnt, Nedbank BIS highlights some key areas to consider:
-
Ensure the business understands what the technology can and cannot do
-
Even if the technology can do something it does not mean it is the right technology to solve the business problem
-
Understand the business requirements and processes very well to ensure efficient implementations
-
Understand the roadmap for the technology so that implementations always consider what is required in the future and to limit unnecessary rework
-
User support and ability to react quickly to user problems is critical to manage user adoption
-
Ensure the support processes are well defined and in place prior to implementation, understand that it generally takes 3 months for a solution to bed down to a stable state and as such the correct level of support should be provided during this period.
“Microsoft Dynamics CRM began as a replacement for an existing technology and has become a business imperative tool which has transformed the way we do business and how we can support and deliver to our internal stakeholders needs,” said Nadene Brokensha,
Business Head: CRM, Nedbank Retail BIS. “The implementation has been received very well by the users and in most cases has exceeded their expectations. The platform is now being used for solutions that we never imagined it would but, with this, comes excitement
and satisfaction that we can deliver to real business needs and demonstrate fantastic financial returns to our stakeholders. We are finalising the plans to upgrade to Microsoft Dynamics CRM 2011 and are excited to take the next big step in technology and service
delivery. We have also been able to successfully deploy other Microsoft technologies in conjunction with Microsoft Dynamics CRM, which have really changed the way we do business. It has been a great journey to date and the future looks even brighter!”
“The ability to work on such a large Microsoft Dynamics CRM implementation – 3 500 users growing to 12 000 in the future, has been an absolutely pleasure and honour for Mint,” commented Dave Woolnough, managing director, Mint Management Technologies. “The
Nedbank Retail BIS team is forward thinking, innovative and supportive. As an external party Mint feels that Nedbank is really on the right track to understanding and achieve a true 360 degree view of its clients, which will differentiate Nedbank from its
competitors. The implementation of Microsoft Dynamics CRM, including the other Microsoft products stacks will keep Nedbank Retail at the forefront of client experience for years to come.”
© 2006 Microsoft Corporation. All rights reserved. This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Microsoft, [list other trademarks referenced] are either registered
trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. All other trademarks are property of their respective owners..
