Metia CEP ING Bank Turkey Deploys CRM Tool for Retail Banking Sales Agents in Just Four Months

Microsoft Dynamics Customer Solution Case Study

ING Bank Deploys CRM Tool for Retail Banking Sales Agents in Just Four Months

Overview “We chose Microsoft Dynamics CRM for a number of Country or Region: Turkey reasons—the fast time to market, quality of service within Industry: Financial services—Banking Turkey, strong integration with Microsoft Office products, Customer Profile ING Bank Turkey has 327 branches and a and low total cost of ownership.” round-the-clock customer call centre that Hüseyin Sivri, Chief Information Officer, ING Bank Turkey serves the corporate, commercial, and retail banking markets. It is expanding into credit-card and store-based banking. Leading retail bank ING Bank Turkey wanted to improve its

Business Situation market position by investing in customer relationship ING Bank Turkey wanted an operational management (CRM) software for its sales force, starting with customer relationship management platform to enhance sales in a range of representatives working in retail banking. After a tender involving specific verticals, starting with retail three other global vendors, the bank chose the VeriTouch banking. application from local developer VeriPark, running on Microsoft Solution Dynamics CRM 4.0, which was fully deployed in just four months. ING Bank Turkey deployed the VeriTouch platform—which is based on Microsoft Microsoft Dynamics CRM gives the ING Bank Turkey sales force a Dynamics CRM 4.0—from developer and 360-degree view of each customer and immediate feedback on Microsoft Gold Certified Partner VeriPark. performance. Around 65 per cent of the 900 sales force agents Benefits created productive business opportunities using information in Deepens relationships with customers Most users active in just three weeks Microsoft Dynamics CRM by the third week of implementation. Meets more benchmarks than other The bank has now extended the solution to help corporate customers and plans to attract new business through social networking sites such as Facebook and Twitter. Situation Together with its subsidiaries, ING Bank Durdu says: “We wanted to give our sales Turkey provides corporate, commercial, and force throughout the branch network and retail banking services. ING Bank Turkey in the corporate and SME teams the launched in 2007 when the global financial opportunity to use a CRM system as a lead- services group based in the Netherlands generating engine. The key elements for us acquired Oyak Bank in Turkey, a are integration of sales representatives’ combination of eight different banks with daily planning with tasks, support in around 3.5 million customers. Today, the assigning individual tasks and leads to bank has 327 branches throughout Turkey team members, and immediate feedback and a round-the-clock customer call centre. on sales figures and performance.” ING Bank Turkey serves the corporate, commercial, and retail banking markets, Senior managers set aggressive time-to- and is expanding into other retail banking market targets. Hüseyin Sivri, Chief channels such as credit-card and store- Information Officer, ING Bank Turkey, says: based banking services. “The project team, which included retail banking and IT representatives, chose to As a medium-sized bank in a growth customise an out-of-the-box solution market serving a population of 70 million rather than build it ourselves using people and 1.2 million customers, ING Bank expensive developer time. After a request Turkey has ambitious plans to become a for proposal, we invited four leading leader in the provision of financial services. vendors to demonstrate their solutions as Tolga Durdu, Senior Vice President part of a proof-of-concept study.” Information Management, ING Bank Turkey, says: “To outperform our competitors in financial services, ING Bank Solution Turkey needs to operate in customer The project team decided that the VeriPark acquisition mode, while at the same time VeriTouch application developed on pursuing every cross-selling opportunity Microsoft Dynamics CRM 4.0 was a better available.” fit than the other products it evaluated, because of its easy integration with In 2010, the ING Bank Turkey retail banking Microsoft SQL Server 2008 data team decided to work with the IT business management software. VeriPark—a unit in choosing a customer relationship Microsoft Gold Certified Partner since 2001 management (CRM) system. The aim was to and a past winner of the Dynamics Financial give sales representatives a 360-degree Services Partner of the Year Award—has in view of the customer and capture all depth experience with CRM having major interactions between customers and customers in Turkey, Lebanon, and the Gulf. branches. The bank also wanted to extend the use of the solution beyond retail Sivri says: “We chose Microsoft Dynamics banking to help sales to small and CRM for a number of reasons—the fast medium-sized enterprises (SMEs) and time to market, quality of service within corporate customers. Turkey, strong integration with Microsoft

24 Office products, and low total cost of transformation from largely manual ownership. We were also influenced by the processes to an automated CRM system.” local support from Microsoft in Turkey, and the expertise provided by VeriPark.” Benefits ING Bank Turkey also valued the ING Bank Turkey values the adaptability adaptability and ease of customisation with and customisation capabilities of the Microsoft Dynamics CRM, together with the VeriPark solution based on Microsoft versatility of the VeriTouch application. Dynamics CRM, together with the quality of Armağan Gürkan, Sales Manager, VeriPark, service available from Microsoft in Turkey. says: “VeriPark already had a vertical The strong integration with Microsoft customer relationship management Office products is speeding user adoption. solution in VeriTouch that was capable of In a second phase, VeriPark is planning to meeting the bank’s requirements, which implement modules for integration with ensured that we could meet the tight direct channels, including the call centre timetable for delivery.” and Internet, together with other advanced features. VeriPark worked closely with the Microsoft local account team in Turkey and the Deepening Relationships with Customers Microsoft Dynamics global account team in Microsoft Dynamics CRM is giving the ING a “one Microsoft” approach. VeriTouch Bank Turkey sales force a 360-degree view manages several verticals in addition to of its customers and immediate feedback retail banking, including corporate and on sales performance. private banking, and pensions and life insurance. Sivri says: “This means we can Turhan Özgüner, Senior Vice President, reuse the same solution for our corporate Sales and Branch Management, ING Bank and SME customers.” Turkey, says: “We wanted to set the standard for the industry in helping our Gürkan adds: “Fast time to market was a customers better manage their financial critical factor in our success. VeriPark futures with a multichannel approach. completed the project on time and within Microsoft Dynamics CRM helps us in this budget in just four months.” goal by streamlining sales processes, creating more productive sales time, and With VeriPark handling the systems allowing sales agents to maximise integration, ING Bank Turkey employees opportunities for direct contact with experienced a smooth transition to the new customers.” technology. Gürkan says: “The user interface is based on Microsoft Office Around 65 Per Cent of Sales Agents technology, which is familiar to ING Bank Adopt CRM in Just Three Weeks Turkey staff. In addition, VeriPark organised The success of any CRM system depends training for administrators and users, which on rapid adoption by users. ING Bank made it easier to manage the Turkey is no exception. Around 65 per cent of the 900 sales force agents created

34 productive business opportunities using management, and integration with direct information in Microsoft Dynamics CRM by channels, including the call centre and the third week of implementation. Full Internet. The plans include Facebook and deployment is expected to be completed Twitter fan pages, and an ING blog with by the end of 2011, but feedback from employee stories, product and campaign users is already positive. successes, and finance reports.

Sales agents say they can work in a more planned and organised way by increasing cross-selling ratios and presenting the right products to customers. Özgüner says: “The Microsoft Dynamics tool is exceeding expectations because it Microsoft Dynamics is a line of integrated, helps agents understand their customers adaptable business management solutions better, displaying all the products of that enables you and your people to make interest to a customer on just one screen.” business decisions with greater confidence. Microsoft Dynamics works like familiar Microsoft Dynamics Leads in Meeting Microsoft software such as Microsoft Office, Vendor Evaluation Benchmarks which means less of a learning curve for ING Bank Turkey measured the vendor your people, so they can get up and offers for its CRM system based on 25 running quickly and focus on what’s most benchmarks, including ease of adoption, important. And because it is from user-focused reporting tools, and low Microsoft, it easily works with the overall cost of ownership. Interaction systems that your company already has between record-keeping, sales, and implemented. By automating and marketing was another critical factor. streamlining financial, customer Özgüner says: “The evaluation against other relationship, and supply chain processes, vendors showed that Microsoft Dynamics Microsoft Dynamics brings together CRM met 30 per cent more of the success people, processes, and technologies, benchmarks than its nearest competitor.” increasing the productivity and effectiveness of your business, and helping Second Phase Involves Facebook and you drive business success. Social Networking Sites ING Bank Turkey wants to attract business For more information about Microsoft by appealing to Turkey’s Facebook Dynamics, go to: generation, where the leading social media www.microsoft.com/dynamics network has 27 million users—the fourth highest of any country worldwide.

The second phase of the deployment will involve further work by VeriPark on integration with social networking sites and the retail banking sales force CRM system. It will also involve outbound call