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 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 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 -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 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 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 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 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 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: The IT Planning applications year period 2014-2019: No 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 Programme of Action from 6/2014 to 6/2015:: No 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 Selection of partners 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 ... 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,... Planning applications year period 2014-2019: No Content eCRM Research and Development Deploy, and put to use eCRM Evaluate, edit, complete eCRM system Investment and DataCenter Server system Time... 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