ArmSwissBank Implements a New CRM System
“With Microsoft Dynamics CRM we automated important banking processes, which helps us efficiently handle our institution’s growing demands. It opens up new opportunities for us to win and retain more clients.”
Kristine Hovakimyan, CRM administrator, Armswissbank
ArmSwissBank is an Armenian bank with the vision to be the leading corporate, investment and private banking institution in Armenia. The bank provides its clients with all traditional banking services, as well as a range of non-traditional services including
factoring, derivative instruments, forwards and swaps, loans, alternative financing and financial consulting.
The bank is focused on improving its clients’ prosperity by developing and delivering customized solutions and services that are fully personalized to meet their requirements. However, to achieve this goal successfully the company needed to automate its
processes and implement tools to manage its customer databases and track all interactions with active and potential clients.
“We lacked the tools we needed to monitor and manage client databases and track the history of interactions, such as phone calls or e-mails,” said Kristine Hovakimyan, CRM administrator, Armswissbank. “Our Loan Department also did not have the flexibility
it needed to prepare reports about our clients that we needed to support our decision making process.”
The process of gathering and presenting information about customers was slow, which made it difficult to make real-time predictive analysis and forecasts and quickly respond to customer needs. The problem was becoming increasingly pronounced with the growing
number of clients, making it ever more difficult to collect information and to present it in a way that would ensure useful insight.
Looking for the right solution
ArmSwissBank began looking for a Customer Relationship Management solution that would enable it to automate some of the Loan Department tasks and provide a framework for storing and tracking customer interaction history.
“Our main business goals were to find a solution that would empower our employees with the right tools to manage and maintain the customer database,” said Hovakimyan. “In addition, we wanted to have a tool that could be used to monitor and control business
processes, which would in turn enable us to drive measurable results based on quality data from our operations.”
The bank began looking for a solution that would support its business goals and decided to use Microsoft Dynamics CRM based on its reputation in the banking industry. The implementation in the Loan Department began in March 2013 and took approximately 1
year to complete.
“The implementation process went as planned and required a lot of effort, particularly in the areas of testing and data input,” explained Kristine Hovakimyan. “This was the only way to ensure that our insights are based on solid information that can be relied
Microsoft Dynamics CRM directly improved productivity of Loan Department employees, enabling ArmSwissBank to grow its business and handle larger number of customers without hiring additional staff. This means that the bank can grow revenues without a corresponding
rise in operational costs.
“One of the most important benefits of the solution is the flexible tools it gave us for managing the customer database,” explained Kristine Hovakimyan. “Microsoft Dynamics CRM empowered our employees with the right tools they need to spend less time on
managing and sorting through data and more time on solving our customers’ problems and achieving measurable results.”
By deploying Microsoft Dynamics CRM in its Loan Department, ArmSwissBank can personalize its services and drive customer loyalty. This flexible solution automated key tasks and workflows to provide the information required to produce measurable results.
ArmSwissBank plans to roll out Microsoft Dynamics CRM to its entire Customer Service Department in its move towards becoming a customer-centric organization. By customizing its offer and adapting to customer needs, the bank will be able to improve profitability
and endurance of its customer relationships and drive customer loyalty to realize its mission to become the leading Armenian banking service provider.
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