US bank adopts aggressive CRM style

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By: Wise Marketer Staff |

Posted on November 29, 2003

US bank adopts aggressive CRM style

The US-based Riggs Bank has gone live with its aggressive new customer management initiative, using Onyx software's Enterprise CRM application as the core application, having rolled the system out to 700 users across 48 branches, call centres, bank tellers, back office, and its corporate headquarters and data centres.

Riggs Bank is using the CRM (customer relationship management) system to access customer information across all bank departments and product lines. Each customer's characteristics are available across the board, including demographics, preferences, complementary relationships, priority rankings, high probability cross-sell opportunities, and risk profiles. Riggs expects the system to help it deliver a consistent and positive customer experience while driving increased customer satisfaction with the bank.

Riggs also expects to improve processes that directly affect the customer. For example, the bank is using Onyx to minimise the inconvenience caused by the introduction of the steps required to meet government compliance standards found in the USA Patriot Act.

"Through its CRM initiative, Riggs Bank is improving its competitiveness and strengthening customer loyalty by deploying the infrastructure necessary to achieve real customer intimacy and broader customer relationships," explained Bill Bunker, vice president of financial services for Onyx Software.

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