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CRM Implementation

Citibank Wealth Management had 4 disconnected CRM systems resulting in inefficient and fragmented customer data access for advisors. Aptaria implemented a customized Salesforce CRM that consolidated data into a single dashboard, provided robust mobile access, and granular security controls. This increased advisor productivity and focus on clients, saved hours per week per advisor, and led to greater client satisfaction.

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Anupam Kumar Majhi
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225 views

CRM Implementation

Citibank Wealth Management had 4 disconnected CRM systems resulting in inefficient and fragmented customer data access for advisors. Aptaria implemented a customized Salesforce CRM that consolidated data into a single dashboard, provided robust mobile access, and granular security controls. This increased advisor productivity and focus on clients, saved hours per week per advisor, and led to greater client satisfaction.

Uploaded by

Anupam Kumar Majhi
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CITIBANK

Problem:
CRM Fragmentation & Inefficiency
One of 3 divisions in Citi's consumer banking sector, Citibank Wealth
Management has hundreds of advisors helping clients manage their investments
and personal wealth. Along with much of the financial services industry, this
unit has had a tumultuous recent past, including a number of acquisitions and
mergers. This resulted in complex web of 4 disconnected customer relationship
management (CRM) solutions, leading to some critical challenges:

These on-premise solutions were expensive to operate, both in terms of


infrastructure dollars and IT staff salaries.
Each CRM system gave wealth management advisors only a partial
view of their clients' financial information and interactions with Citi.
To access all data needed for a client call, advisors often logged into
multiple CRM tools, wasting valuable time and frustrating customers.
Some sensitive wealth data lacked adequate security while other data was
overprotected, preventing access from appropriate team members.
Advisors could not access CRM information on mobile devices, further
hampering their performance and client satisfaction.

Action:
Salesforce.com CRM Implementation & Customization
Aptaria developed and implemented a custom Salesforce CRM solution for
Citibank Wealth Management that integrated and replaced its fragmented
system of on-premise software. The new CRM provided:

A central 'dashboard' of key client data including all contact with


Citibank and relevant financial information that advisors could access
easily in one place.
A comprehensive yet granular security solution within Salesforce that
ensured sensitive client financial data was accessible only to those entitled
to it.
A Salesforce.com mobile CRM solution that gave advisors secure access
to client data on Blackberries.
A hybrid or "mashup" solution that allowed Citibank to maintain
sensitive account balance data on-premise while preserving a cloud-like
experience for customers.

Result:
More Productive Advisors, Happier Clients
By implementing a tailored Salesforce.com CRM, Citi greatly increased its
wealth management advisors' productivity and the customer experience.
Specific benefits to the company include:

Hours and hours saved per week per advisor


Increased advisor focus on client investments and growth
Robust security for sensitive client financial data
Greater client satisfaction
AXIS BANK
Problems:
Integration with external and backoffice systems to provide
comprehensive & actionable customer 360 degree view to RMs.
Manual tracking of data and preparation of MIS reports with lag in data
resulting in only a post mortem rather than timely decision making.
Manual and tedious tracking of action plans using spreadsheets using data
from disparate systems.
Difficulty in co-ordinating actions and meeting plans.
No common system to manage opportunity pipe line across business lines
& geographies.

Actions:
Relationship Management
Integrated with 3rd party profiling sites for ready, verified customer
information.
By recording details within the system, RMs can build rich, detailed
profile and history that lays the foundation for a more meaningful, long-term
business relationship.
Account Planning
For Existing-to-Bank Customers, track Budgets/Annual plans with
current Achievements.
RMs can track wallet shares to ensure theyre performing in top gear!
Plan and execute the journey from prospect-to-opportunity-to-customer
for New-To-Bank customers.
Calendar Management
CRMNEXT helped to drive efficiency with an intuitive, mobile feature
which gives them a quick snapshot of tasks, appointments, meetings et al on a
unified Calendar.
Opportunity Management
RMs have trashed those excel sheets and trail-mails forever. Managing an
opportunity, is now super convenient with one system, online, for anytime,
anywhere access.
Performance Management
Catalyst Performance Modeler(TM) enabled smart planning and review
of RM activities from a single screen. This could roll-up on basis of hierarchies
& teams
Real time visibility of opportunity pipeline forecasting & conversions.

Results:
250% Increase in lead conversion volumes
160% Increase in referral sales
247% Increase in campaign ROI
68% Improvement in sales turn around time
40% Reduction in rework of sales process

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