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Ứng dụng giải pháp eCRM cho bộ phận tiếp thị bán hàng ngân hàng thương mại cổ phần công thương việt nam

ỨNG DỤNG GIẢI PHÁP ECRM CHO BỘ PHẬN TIẾP THỊBÁN HÀNG NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN CÔNG
THƯƠNG VIỆT NAM
(VIETINBANK) - CHI NHÁNH NINH BÌNH
Topic:

Applications eCRM solutions for Marketing-Sales Department
Vietnam Joint Stock Commercial Bank For Industry and Trade
(Vietinbank) – Ninh Binh Branch

I.

Introduction:

Vietinbank Ninh Binh was established by decision No. 195/QD-NHNN dated
31/12/1995 by State Bank of Vietnam on the basis of partial separation from the
Agricultural Bank and State Bank of Ninh Binh and belong to Vietnam Joint Stock
Comercial Bank system.
After nearly 20 years of development and growth, Vietinbank Ninh Binh is now one
of the largest banks in the province of Ninh Binh with a share outstanding 5,100 billion up nearly 20%, capital 4.006 billion - accounting rate of 18% and customer numbers
approximately 30,000 customers (loans, deposits, cards ...) is currently trading at
Vietinbank Ninh Binh branch.

-

Fullname: Vietnam Joint Stock Commercial Bank For Industry and Trade –
Ninh Binh Branch

-

Logo:

-

Address: No 951, Tran Hung Dao Street, Van Giang Ward, Ninh Binh City

-

Tel: (+030) 3872 614

-

Lines of bussiness:

Fax: (+030) 3872 678

o Currency trading
o Business services related to financial
-

Organization Chart:

Board of Directors

Acc Dept

HR Dept

Marketing&Sales

… Others

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II.

Situation analysis of IT applications:
Vietinbank Ninh Binh is a branch of Vietinbank system in the province of Ninh

Binh, business-oriented trade Vietinbank, under the supervision of the administrative side
of the state central bank branch in the province of Ninh Binh.
Although in recent years, Vietinbank had a lot of interest to IT investment as
projects change the lending process - LOS, management information system - MIS, ...
especially core banking replacement project started activities from January 10/2012.
However, in the branch of Vietinbank new IT applications only apply in certain
departments, such as business lending, customer transactions, internal accounting or a
module for the HR department, salary ... often these applications are relatively
independent so interactive is not high, leading to effectively serve job sometimes not
responding promptly.
• Status of Information Technology Applications in Marketing & Sales
Department:
With more than 30,000 customers current units are managed centrally in a
database system Vietinbank (online) and as a branch in the excel file (offline). Thus the
capacity to access customer information is sometimes very difficult and not timely.
The process of retrieval of customer information, currently:

- Only performed at the unit via LAN, - To do a search through the information on
WAN system.

the file format excel personal computer.

- Through trading software, not the - Due to manually search should take a long
customer management software.
time, the information is not selective.
-Not active in interacting with customers.
2


-Do not get timely feedback from customers.
Obviously with the current status of IT application in room Marking & Sales as at
present, the management, seeking access customer information and improve especially
active in counseling, referral, sales and work customer care after the sale is very limited.
To enhance these activities in order to ensure the competitiveness of banks in the area of
the present time, a much-needed breakthrough solutions, helping customer relations staff
as quickly as possible, in the most efficient approach, consulting, sales and customer care
after the sale, and creating a communication channel for receiving feedback from our
customers as quickly as possible.
III. Application solution for information technology system
• Benefits from attracting and maintaining customer value::
- The cost to find one new customer is always higher than the cost to keep
one old customers from 5 to 15 times.
- 80% of revenues or profits of an enterprise often by 20% of customers
generate regular (principles 80-20).
- If you keep adding approximately 5% of customers stay with the company,
the company may further increase from 25% to 100% depending on industry profits,
depending on the field.
- 70% of customers would remain loyal to the company if their complaint is
resolved satisfactorily.
Thus the goal of the administration is:
-

Build loyalty with customers.

-

Determine a reasonable cost for finding target customers.

-

Evaluate the profit earned from customer groups.

The problem here is how to achieve the objectives as outlined above. Today CRM
is mentioned a lot as a way to help administrators implement such goals. So What is
CRM?


The concept of CRM: CRM stands from custumer Relationship Management,

which means customer relationship management. Customer Relationship Management is
a business strategy aimed at finding, selecting and maintaining relationships with your
most valuable customers. CRM focus and the process of marketing, sales, service and
production processes according to customer needs in order to serve our customers best.
In general, the CRM system in order to detect potential objects, turning them into
customers and then keep these customers to your company. CRM would say such a
3


synthesis of techniques from marketing to manage two-way communication with
customers, as well as a lot of analysis tools on the behavior of each segment to the
shopping behavior of each customers.


However, the application of IT to business direction is not just a CRM

eCRM. CRM and eCRM so different how?
Criteria for
distinguishing

CRM

eCRM

technology
Contact customer

System interface

-Through branch,

-Using the Internet

transaction point, phone,

environment, the wireless

fax

technology ...
-Pay attention to the system

-Using automation

interacts with its customers.

software within the bank.

-The client's request will

-Emphasis on data

automatically save the

management

information into the data
warehouse.

Computer system
customers
Serving customer
requirements

The online application

Customers must install
the software or use other
devices.
Be done in the time



customers using browsers.
Serving requests at any time,

prescribed and over the

any place. Customers can

counter transactions.
The system uses internal

customize their requirements.

design is based on the
work and functions of the
product.
It takes more time to

System maintenance

There are no requirements for

System for customers to use,
designed based on customer
needs.
-Reduce time and costs.

participate maintenance

-Implementation and

for existing systems in

maintenance can take place at a

different locations.
location and on a server.
Goals after eCRM application for Marketing & Sales: Access to customer

information, the ability to interact with customers ensure availability at the highest
level.

4


Anytime

Anywhere

AnyDevice
• Appropriate applications of information technology:
Currently on the market there are about 50 companies that provide solutions to
manage customer relationships are different, though this solution offers users the basic
functions of an eCRM system. After the survey, assess and understand the product
provider, two providers of highly regarded products online CRM, which is: SugarCRM
and GenCRM.
SugarCRM with the first version was launched in 2004 by John Roberts, Clint
Oram and Jacob Taylor, SugarCRM has become a de facto standard for open source
CRM solution available today. CRM application written in PHP, working with databases
MySQL, SQL Server or Oracle, this diversity has major support data storage needs of
different businesses and facilitates ease of convert data when deploying solutions.
GenCRM was born from Gen Technology Corporation in 2009, this is a pure
Vietnamese CRM solution, built on the Web with PHP language and MySQL database.
-

Comparison of characteristics between SugarCRM and GenCRM:
Advantages
Disadvantages
-No need to install and update -Access speed is an issue

5


the software scaling.
Interface: Web Form

because depending on the

-Data stored on a remote server, provider, must require large
not dependent on the client.

bandwidth.

SugarCRM

-Easier to create a version with -The remote server may be

GenCRM

integrated

phone

and

web damaged,

leak,

lose

services, you can deploy cloud personal information, risk
computing technology.

data ... network security

-Web application development is problems.
a trend.

-Compatible with all web
browsers:

IE,

Firefox,

Chrome, ...
-The investment costs for the Regular updates to patches
system
Free copyright

are

reduced lead to costly maintenance,

(approximately 16% royalties).

installation ...

-Are free, easy to update, edit
SugarCRM

and optimize by the community.

GenCRM

-Ability

highly

customizable,

integrated CRM helps to easily
match the workflow of each
-

company.
The basic features:
SugarCRM
GenCRM
-Allows storage of customer -Manage
customer
information

and

classifications

customer information

according

including

to potential clients, contacts

various criteria (target customers, and actual customers.
Customer
Management:

contacts ...)

-When potential customers,

-Can perform actions add, delete, the
edit

customer

is

information, automatically transferred to

serving various stages of the the
sales process.

transaction
customer.

This

will

reduce the user's actions, in
automated

Program

processes.
Allows users to implement new Lets make

management, new

programs, evaluate the results of function

business
the

service

deployment
6


implementing

process of new products, to

product

track

Management
activities (phone calls,
email, calendar ...)

implementation

progress, the completion ...
Supports a variety of activities To provide users more new
related

to

customer

business
care

(call,

issues, jobs,

but

no

email, classification

calendar management ...)
This is a strong point

job
as

SugarCRM ...
of Support local search and

SugarCRM. Besides local search, advanced

search,

an

the advanced search is well advanced search however is

Search

supported. Allows users to search somewhat limited, allowing
requests, according to different only advanced search for
criteria.

IV.

some particular data.

IT Applications and plan action programs:

1. The IT Planning applications 5 year period 2014-2019:
No
1
2
3
4

Content
eCRM Research and Development
Deploy, and put to use eCRM
Evaluate, edit, complete eCRM
system
Investment and DataCenter Server
system

Time
Year 1: 2014-2015
Year 2: 2015-2016
Year 3: 2016-2017
Period: 2017-2019

2. Programme of Action from 6/2014 to 6/2015::
No
1
2

3

4

Expected Results

Completion

Formulate policies and strategies

time
From 6/2014

for clients
The real goal should be of

to 9/2014
From 9/2014

eCRM
Implement and maintain the
support of the leaders in

to 11/2014
From 11/2014

technology, training, recruitment

to 1/2015

and Restructuring (if necessary)
Analysis of workflows to build

From 1/2015

CRM processes

to 3/2015

Responsibilities of Parties
Maketing&Sales Dept
Acc Dept
Marketing&Sales Dept
Board of Directors
HR Dept
Marketing & Sales Dept
Marketing & Sales Dept
7


Selection of partners
5

implementing eCRM

From 3/2015
to 6/2015

Board of Directors
Acc Dept
Marketing&Sales Dept

References:
http://www.sugarcrm.com.vn
http:///www.vietinbank.vn

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