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CRM Strategies at Eastern Bank

Eastern Bank Ltd. uses IT extensively in its customer relationship management (CRM) strategy. It identifies customers through profiling and databases, then differentiates them based on value criteria and segments like consumer, corporate, credit card type. It customizes offerings for strategically significant and high-value customers through priority centers, dedicated managers, and customized solutions/pricing. Technology like UBS is used for customization. EBL interacts with customers through multiple touch points like agents, websites, ATMs, and branches. Its EBL Skybanking internet platform allows account access, payments, and services. Omni-channel integration and technologies like smart cards and ATMs facilitate interactions. Recommendations include improving transparency through customer programs, education,

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Fatema Tuz Johoora
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758 views21 pages

CRM Strategies at Eastern Bank

Eastern Bank Ltd. uses IT extensively in its customer relationship management (CRM) strategy. It identifies customers through profiling and databases, then differentiates them based on value criteria and segments like consumer, corporate, credit card type. It customizes offerings for strategically significant and high-value customers through priority centers, dedicated managers, and customized solutions/pricing. Technology like UBS is used for customization. EBL interacts with customers through multiple touch points like agents, websites, ATMs, and branches. Its EBL Skybanking internet platform allows account access, payments, and services. Omni-channel integration and technologies like smart cards and ATMs facilitate interactions. Recommendations include improving transparency through customer programs, education,

Uploaded by

Fatema Tuz Johoora
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

USE OF IT IN

MANAGING CRM
A STUDY ON EASTERN BANK LTD.

EASTERN BANK LTD.


SIMPLE MATH

Company philosophy
to deliver a quality that makes every transaction a
pleasurable experience
meet maximum clientele requirements in less time with
efficiency
they want to provide every single customer service
available in todays banking procedure for their clientele

Overview

the first bank in Bangladesh to go online.


generates highest profitability per employee in Bangladesh Banking
sector.
wins the prestigious Best Retail Bank for Bangladesh2015 award .

Objectives
Understanding the strategy and technology used to
maintain CRM of EBL
Specific:
How they are differentiating customers based on their
Value Criteria
USE OF IT in the IDIC Model of CRM

Methodology

Study
Type

Sampling
Questionnaire

Sources of Data

Primary sources (In


Depth Interview)

Qualitative
Unstructured
Open ended

Secondary sources
(Website, Annual
Report)

Non probability
convenience
sampling

CORE CRM STRATEGY

GAP
Graceful Appropriate Pleasing
(Boundary Spanners)

0-5 day policy as


provision time/ response
time

Customer relation and


dealing policy

Accuracy,
reliability, and
timely

Basics of how to meet


and greet

IDIC Model Of Customer


Relationship

Identifying Customers
Profiling New Customer and creating Database
Student engagement Programs
Event Sponsorship
From Internal Database
Identify customer for upselling and cross selling
Role of technology:
Database Management Software (DBMS)

Differentiate Customer
Consumer and Corporate banking

Low value
High value (average
deposit relationship of
BDT 7.5 million)

Credit Card Customer


Segments

Platinum
Gold
Silver
Bronze

Strategically Significant
Customer

average deposit relationship of BDT 7.5 million

Customize (Analytical CRM)


One Stop Service
Priority centers strategically located all over Bangladesh with ambience of our topof-the-art priority centers.
Dedicated Relationship Manager
complete and personalized solutions to all your financial needs
tailor made services
a personal touch in resolving your financial queries
Customized Banking Solutions
Preferential Pricing on Products and services
Exclusive Priority Services
premium service on your travel abroad
amazing discounts and privileged offers
exhilarating lifestyle events exclusively for Priority customers.
At EBL Priority, we take care of our customer, even on the go.

Role of Technology- In Customizing offer


Software used: UBS
Service Development
Customer Satisfaction Evaluation
Customer Satisfaction Growth

Interact (Operational CRM)


Customer Touch Points
Boundary Personnel
Web application
Free form e-mail
ATM/Kiosk
Entering the store or branch

EBL SKYBANKING
(INTERNET)
Account information
Bill Payment
Loan Management
Online Payments
- Internal Transfer (third party within EBL)
- Own Account Transfer (within EBL)
- Fund Transfer (To Accounts with other banks)
Customer Services

Role of Technology
Omni channel Integration

Branch, Telephone, ATM/Kiosk, catalogue, online, etc.


Technology Used:
- SMART Card
- ATM
- Internet Services
- UBS

Recommendation

1. Create Transparency
through Customer
Interaction Programs

2. Educating customers

3. Conducting survey to
measure customer
preference and
satisfaction

Recommendation

CUSTOMER INTERACTION POINTS

Telephone
with a live
agent

Internet VOIP
through a live
agent

Text chat with


a live agent

Thanks!

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