The CRM solution will be used to ensure consistency and to define different use cases, processes, and workflows in terms of marketing, sales and service:

• From a marketing perspective, banks need to propagate promotional products across multiple channels simultaneously, since customers are expecting a personalized banking experience; email distribution, social network pages, mobile apps, internet banking apps, and others. When using a CRM solution, the marketing department will have access to valuable information such as the customer preferred channel and his interactions. This will allow the bank to deliver more relevant, personalized and contextual campaigns, increasing the percentage of campaign conversions while reducing costs. Moreover, consistency is becoming increasingly important, which means delivering the same offers or promotions across all preferred channels.
• From a sales perspective, a CRM solution will be able to track all of the customer’s actions and behaviors: If a customer is interested in any of the campaigns/ads and clicks on it, a lead/opportunity will be automatically created in the application in order for the salesperson to follow up and track the sales opportunity.
• From a service perspective, all of the complaints and questions shared by the customer across Omni-Channels, will be centralized and managed in CRM. Predefined workflows setup in CRM eases the process of solving these issues faster than ever before.

The above will allow banks to ensure consistency, manage and centralize data, increase profits, strengthen customer’s loyalty, decrease costs and build a complete, mature Omni-Channel platform.