Project Title: Developing strategic bank-wide CRM system

The Challenge

The client needed to build a business critical Customer Relationship Management (CRM) system with the objective of replacing the CRM application previously developed in-house. The new system needed to provide the sales division with a flexible work space that links CRM information with other business critical content to ensure an accurate, up-to-date and comprehensive overview of each client relationship. The main goal was that the new application should improve customer relationship quality, increase service efficiency and make the client more attuned to customer needs.

The Solution

LUXOFT, in close collaboration with the client’s global corporate finance division, developed a client relationship management (CRM) web portal.

The application was deployed within a portal framework and is based on a three-tier architecture. Employing a three-tier design, with the database and application installed on the server dramatically simplifies system maintainance, load balancing, upgrades and configuration. System users need only a standard web browser. The architecture works regardless of user operating system, thus avoiding the need to create different applications to accommodate different operating systems. All data is stored in an Oracle database and is retrieved through the business-logic layer and displayed via a web-based user interface.
An innovation introduced into the web-based system is the use of the Think Map module that displays client data in three dimensions, making it easy to analyze a lot of data in one graphic. Adding further convenience, the system’s interface gives sales staff access to all system functions and client information from one location and each user has the ability to customize his or her own application environment to best suit individual needs and preferences. The application’s interface is intuitive and presents bank staff with a look and feel in concert with the most well-known and popular business applications.

The Benefits
Working with Luxoft helped the client to understand the issues of the current system and to improve the business process flow within the bank. As a result of the implementation of the new CRM system, the time taken for data entry within the bank has been significantly reduced. For example, the time required to log a call report decreased from 8 minutes to 3 minutes, which results in 750 hours saved per month.

The new CRM system provides a single point of access to corporate clients’ data to all the parties and brought together sales, global relationship managers and senior investment bankers across the client organization. The system is three times faster than its predecessor and the new functionality allows bankers to manage customer relationships in a more interactive and intelligent way.

Additional benefits include:

• Centralization - data from a myriad of external sources is corralled into one convenient location
  
• Searchability – the application has advanced search functions
  
• Accessibility - critical client data accessible from anywhere a bank’s sales staff has internet access
  
• Innovation – the possibility to adapt the system for use on mobile devices and the development of the Think Map module
  
• Security – a sophisticated entitlements model filters data according to specific criteria such as user location, industry, client location, etc.

The new system integrates with the majority of customer applications in the bank- database schemas, loading mechanisms and infrastructure, allowing the client to deliver updated business information to bankers as soon as it is available. Employing a three-tier design, with the database and application installed on the server dramatically simplifies system maintainance, load balancing, upgrades, and configuration.

The Deutsche Bank CRM project achieved a high degree of ROI, estimated at a saving of 30 – 40 per cent compared to conducting the project onshore.

Tools and Technologies

• Database development: Oracle using PL/SQL
  
• Business logic and presentation layers: Vignette portal, Java (J2EE), Webflow and Hibernate
  
• Platforms: Windows XP and UNIX (Sun Solaris)

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