CRM helps ING to make extra £2.8m in first year

ING Direct said it has achieved a 400% return on investment from customer relationship management software used by its call...

ING Direct said it has achieved a 400% return on investment from customer relationship management software used by its call centre staff.

The retail bank last week calculated that CRM software supplied by E.piphany had made it £2.8m in its first year.

Call centre employees at ING have used the software to update information from customer accounts and help it to identify opportunities for cross-selling relevant services to customers.

ING said its conversion rate for making sales on customer calls has risen to about 9.25% since implementing the software. This is 25% higher than the average rate for call centres, it claims.

"By enhancing our systems with E.piphany Interaction Advisor, we can create more intelligent interactions with our customers and offer them products and services tuned to their specific needs and wants when they are relevant," said David Lewis, chief marketing and IT officer at ING Direct.

The E.piphany software can analyse customer data - for instance during a call centre contact or an e-mail sent to the bank's website - and then update information instantly. To track customer data, ING also uses business intelligence software from Cognos, which extracts information from an Oracle datawarehouse.

Meanwhile, Schroders Private Banking is rolling out CRM software from Onyx Software across its UK private banking teams.

The software will be used to spot sales opportunities when dealing with Schroders' high net worth customers and to run sales forecasts for the wealth management company.

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