New CRM - Contextual Relationship Model in CC Qorus Banking Innovation Awards 2017

mBank’s new Operational CRM, which has been developed since early 2017, maximizes the contextual approach to customer relationships by featuring customer insights and centralizing customer service processes from other systems. New CRM facilitate interaction in CC under time pressure and engage customer into relation with mBank. The Operational CRM has been in operation at mBank since 2010. Initially, the system’s role was to provide the sales force with various data supporting the “push” sales strategy. The amount of information stored in the CRM system grew every year. Sales force members found it difficult to distinguish between important and less important information and had to know where to look for specific information. In addition, customers became more educated and less prone to sales efforts without the “reason why” element. Contextuality as the basis for customer conversation in an interpreted form, without the need to analyse the customer’s situation, has grown in importance. On the other hand, the project focuses on changing the CRM’s role to make it a central system, a hub. Sales force members do not have to remember which option to choose to sell something or execute the most frequent customer requests. This is now done by the CRM with the use of an intelligent search engine that picks up and runs the right system matching the particular case and customer.