Generando Cultura CRM

Abstract

This article summarizes how to solve problems related to the adopting a CRM system in a banking institution located in the city of Guayaquil. In September 2011, the Microsoft Dynamics CRM system was put into production with customers of banking “retail” and the following year with customer of banking “business”. Initially, the system had the full attention of the official account, but later the system was no longer used. The disuse of the system troubled bank management since it has invested to acquire CRM. With this background, the area of Quality and Trade Efficiency proposed a project that promotes the use of the system, focusing on the adoption of CRM as organizational culture. This project was divided into three phases: interviews with users at different hierarchical levels, approach and implementation of system improvements and training. As a result of the project; users improved and increased income opportunities for product sales of active (loans and foreign trade) and passive (accounts and investments), activities (visits, emails and calls to customers) and campaign management. In this way, users focused their work around the customer, displaying all information provided by the Vision 360 CRM functionality, facilitating the exploration, deepening, retaining and attracting new customers.