ASB Bank goes live with CRM

ASB Bank has completed the rollout of a new customer relationship management system, which is being used by 2500 staff.

ASB Bank has completed the rollout of a new customer relationship management system, which is being used by 2500 staff.

Front office staff from the call centre, website and branches, as well as regional centres and commercial and business banking units, will use the web-based CRM suite Onyx Employee Portal. Augen NZ carried out the implementation.

The system, which runs on Microsoft Windows NT, is integrated in real time to the bank’s transaction processing application, an in-house-developed system that runs on a Unisys Clearpath mainframe. Every employee with clearance can see across all the bank’s relationships with every customer.

Using Onyx is part of an overall shift of emphasis from managing products to better managing customer relationships, says Peter Sims of ASB Bank software services. To the customer this will mean faster and more efficient service through any of the bank’s contact channels, he says.

“For example, a customer may visit one of our branches and discuss a product or service. Later that evening they may have follow-up questions. If they then contact our call centre, the agent they speak to will have instant access to the details of the earlier inquiry and pick up the process where it left off.

“Since every customer contact is recorded, and this information is accessible through any of our access channels, over time a very rich picture of our ongoing relationship is constructed. This, in turn, enhances ASB Bank’s level of service through a deeper understanding of individual customer behaviour and history.”

Apart from customer service the bank will also use the system to gain insight into cross-selling and up-selling opportunities.

ASB Bank’s online banking arm, BankDirect, is also an Onyx site. Sims would not comment on which other CRM systems the bank evaluated.

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