Chinatrust Philippines Improves Customer Management with SAP

MANILA, PhilippinesSAP Asia Pacific Japan (APJ) today announces that Chinatrust (Philippines) Commercial Bank Corporation, a subsidiary of Chinatrust Commercial Bank, one of the 200 largest commercial banks in the world, has licensed SAP Customer Relationship Management (CRM) solution to improve its customer management processes and better handle customer enquiries, minimize customer complaints and better utilize the bank’s live agents.

Faced with an expanding customer base and a rapidly growing Personal Loans portfolio, Chinatrust Philippines live call centre agents are presently challenged to provide a high level of service, due to the current basic technology infrastructure and highly manual processing of client requests and inquiries within its call centre.

In today’s uncertain times, it is more important for banks to extract maximum value from their biggest assets – their customers. Agility is the key to success, and banks need to deliver great service and innovative offers based on shifting customer preferences in a market of increasing competition and declining customer loyalty.

Chinatrust Philippines plans to increase its sales and service quality performance while minimizing operating expenses to retain its position in the global financial community. At the same time, it expects to further improve loyalty and profitability of its existing personal loans client base through cross- and up-selling campaigns. To do so, it needs to improve agent productivity within its call centre by upgrading its service infrastructure to achieve a high degree of process automation in its client management processes. With SAP CRM solution, Chinatrust Philippines can differentiate itself to build a loyal and profitable customer base for long term success.

“We chose SAP as our solution provider because of the functional features of its Business Communications Management (BCM) and CRM software. We know we are getting one solution that will seamlessly integrate with our existing system, from Interactive Voice Recognition System to Customer Service Agent Integration,” said Tony Robles, EVP and Head of Retail Banking Group. “We also considered SAP’s reputation as the world’s leading provider of business software, giving us the assurance that we will benefit from the company’s commitment to the applications market and their continuous integration of both industry and process best practices into the solution, as well as their continued development of SAP CRM.”

With SAP CRM Interaction Centre, a strategic delivery channel for service, sales and marketing efforts across Chinatrust Philippines’ contact channels, the bank’s live agents have the tools they need to manage the quality of the customer experience they offer, thus improving customer retention. By providing them with all the information required to timely address issues, agents are empowered to deliver quick and effective customer service, maximizing customer satisfaction whilst driving down telecommunications costs. This information also facilitates up-selling and cross-selling opportunities during the customer interaction process, generating additional revenue for the bank.

To maximize resource utilization within the call centre, Chinatrust Philippines will also deploy SAP CRM Business Communications Management feature to field and manage simple customer enquiries and service requests through the use of virtual agents. This allows live agents to handle more complex customer calls, such as complicated inquiries, disputes and complaints.

In addition, Chinatrust Philippines management will gain access to key sales and service performance metrics within the call centre with SAP Business Intelligence, aiding a more adaptive and agile execution of the bank’s sales campaigns and customer retention programs.

“We are proud to be an integral part of Chinatrust Philippines’ quest to become more competitive in today’s highly demanding banking industry. We trust that their growth will help contribute to the development of the country’s economy and to a healthier financial system,” said Jennifer S. Ligones, country manager of SAP Philippines.

ecenta, a products and consulting firm specializing in implementation projects in the SAP Business Suite product range, particularly SAP CRM and SAP Netweaver, will implement the solution at Chinatrust Philippines.

Said Shanker Supramaniam, ecenta senior business development manager for South East Asia, “We are very excited to play a key role in this project. We know that the successful implementation of this CRM project will translate into better business for Chinatrust.”

About SAP
SAP is the world’s leading provider of business software(*), offering applications and services that enable companies of all sizes and in more than 25 industries to become best-run businesses. With more than 82,000 customers in over 120 countries, the company is listed on several exchanges, including the Frankfurt stock exchange and NYSE, under the symbol “SAP.” (For more information, visit www.sap.com)

(*)SAP defines business software as comprising enterprise resource planning and related applications.

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