Latin Finance - September/October 2010 - 96

roundtable
LatinFinance: How can you capture and act upon tacit information that you get through the behavior of clients, you know, the arc of their bank balance or the volume of transactions? And do you do that actively? Jorge Otalvaro: Much information is with the sales person, and not centralized, so only that person can use the information. In Bancolombia, we have an in-house application to support customer process, but right now we are implementing a CRM, to act as an information hub, because, we have a lot of applications that support different products, and the relevant information is in that application. We are centralizing that information and we are using it to define campaigns and other things. We are also implementing analytic models that can support those processes. Ivan Sussman: At Finacle we did an analysis based on surveys with banks. It showed us that a person stays with a bank, on an average for one year only. And much information is residing with the teller, and once he is gone, the information is gone. Because of that, we are working on a system called Customer XPS,” which is an intelligent engine that gathers all information in one place and promotes products. Louis Bazire: Claims are very important. LatinFinance: Customer complaints? Ricardo Bustamante Gonzalez: Yes, when a customer complains that feeds you information, as long as you can structure that information in a way that you can analyze. LatinFinance: How do you integrate, for the customer and the customer’s experience, all of the steps in the process? Ricardo Bustamante Gonzalez: If it’s Internet, there’s a strategy for Internet, if it’s mobile banking, there’s a strategy for mobile banking or for the ATMs. But we don’t track the process for the customer. Ivan Sussman: For us whatever application or channel you’re looking at, it has to be friendly. I think there’s a lot technology can do, but we need to make sure technology handles the human touch, the approachability, in this market. LatinFinance: How can you use loyal customers in order to aid you in getting more customers? Felipe Vasquez de Velasco: We have seen this in our experience. When employees move from one branch to another, and they are followed by their customers, this kind of relationship means that these customers are talking with their friends or potential customers and saying, “Hey, why don’t you go and try this bank or even this branch?” So, the best way to get new customers is to be referred by your actual customers. Felipe Vasquez de Velasco: There was a complaint from a customer on Facebook. There was an official answer but there were a lot more comments from other people. This customer was complaining about not finding money inside a cash dispenser and someone said, “I had the same experience.” But others added, “I have never had such a problem. That’s an excellent service.” Felipe Vasquez de Velasco So that’s the power of social networks: if you are delivering excellent service to most customers, they are going to help you to convince others that you really have an excellent service for all of them. Jorge Otalvaro: It’s very important, because sometimes the person responsible for giving information is the customer. For example, a customer said, “I had a problem with this service,” and another customer says, “Maybe you are using the wrong way the service, or maybe you don’t have the information you need to use the service.” The marketing area used to have some campaigns, so for example on TV or on Internet, and use Twitter to complement the campaign, so many people know where Bancolombia is going in terms of new products and services. So we mix Twitter and Facebook to share that information. Facebook is more to receive information, and Twitter we use more for push information. Felipe Vasquez de Velasco: What we have tried with Twitter is creating a different profile. We have a different page called “Mi Tiempo” and it’s not talking about the bank. For example, it says, “Do you want to go to the Aerosmith concert with 20% discount?” And obviously the answer is “Yes,” “Then get your Interbank credit card. That’s the way to get it.” They make suggestions and the bank is just hidden behind, waiting for an opportunity. n

Mr. Ivan Sussman Head of Business Development for Latam – Finacle Infosys Technologies Ltd. Tel.: +5411 4313 6507, +1510 402 7518 ivan_sussman@infosys.com/finacleweb@infosys.com www.infosys.com/finacle

LatinFinance September/October 2010

http://www.infosys.com/finacle http://www.infosys.com/finacle

Latin Finance - September/October 2010

Table of Contents for the Digital Edition of Latin Finance - September/October 2010