SBM magazine / 11-2018

Event
CRM & Digital Transformation
Why and How You Should Digitize Customer Relationships
During the CEE SME Banking Club
Conference 2018 in Warsaw (October 29-30),
Anna Glazunova (Livespace) and Maryia
Dylets (Alfa-Bank Belarus) presented a case
study involving the common implementation
of a CRM system within Alfa-Bank Belarus.
Here are the key points of their presentation.
2 years ago, Alfa-Bank Belarus’ adoption of a new strategy meant that the
bank was faced with the challenge of optimizing customer service costs,
and it was this goal that lead to their implementation of a CRM. The bank
launched a remote contact center for its mass business customers segment,
and together with Livespace (Poland), it implemented a CRM system.
The initial results were impressive:
All of this was achieved without hiring extra employees within the bank.
Upon implementing the CRM solution, the following challenges occurred:
• Tool that would allow for the proper measurement of customer service
quality introduced
• Information about all types of clients from different channels received
• Problems in business processes identified and brought under control
The step-by step-process of CRM integration was as follows:
Anna Glazunova (Livespace) and Maryia Dylets (Alfa-Bank Belarus)
during their presentation at the CEE SME Banking Club Conference 2018
in Warsaw (October 29-30)
Elements of success:
• Easy to set up the system – little time and few resources required
• Implementation and adaptation plan (trial period) produced impressive
results
• Improved communication between companies – language and cultural
barriers less of an obstacle
• Efficient preparation of the legal terms of cooperation in the context of
various legislative systems (EU and non-EU)
• Readiness of the supplier to meet high standards for the banking sector.
Livespace
Polish company, based in Warsaw, provider of a next-gen B2B processfocused
CRM, with task & sales automation.
Alfa-Bank Belarus
Established in 1999, offers services to all customer segments through its
head office in Minsk and 17 branches in all regions of the country.
Scan the QR code to watch the
presentation from the CEE SME
Banking Club Conference 2018
in Warsaw (Oct 29-30)
SMALL BUSINESS BANKING MAGAZINE
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