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success stories / ING Bank Turkey Uses CRM for Retail Banking Sales Agents

 

About Customer

​​​​​​As one of the leading international financial institutions worldwide, ING Group, which is of Dutch origin, serves to retail and corporate customers with its more than 53 thousand employees in more than 40 countries around Europe, Northern and Latin America, Asia and Australia. ING Bank Turkey is a part of the ING Group, aims to empower its customers to stay a step ahead both in their lives and businesses with its global strategy “Think Forward”. With its assertiveness in realizing a     new-generation banking model, ING has adopted the strategy focusing on growth in digital banking.

Situation

​As a medium-sized bank in a growth market serving a population of 70 million people and 1.2 million customers, ING Bank Turkey has ambitious plans to become a leader in the provision of financial services. Tolga Durdu, Senior Vice President Information Management, ING Bank Turkey, says: "To outperform our competitors in financial services, ING Bank Turkey needs to operate in customer acquisition mode, while at the same time pursuing every cross-selling opportunity available."

The ING Bank Turkey retail banking team decided to work with the IT business unit in choosing a Customer Relationship Management (CRM) system. The aim was to give sales representatives a 360-degree view of the customer and capture all interactions between customers and branches. The bank also wanted to extend the use of the solution beyond retail banking to help sales to small and medium-sized enterprises (SMEs) and corporate customers. ING wanted to give their sales force throughout the branch network and in the corporate and SME teams the opportunity to use a CRM system as a lead-generating engine. The key elements for them is integration of sales representatives' daily planning with tasks, support in assigning individual tasks and leads to team members, and immediate feedback on sales figures and performance.​

Solution

​The project team decided that the VeriPark VeriTouch application developed on Microsoft Dynamics CRM was a better fit than the other products it evaluated, because of its easy integration with Microsoft SQL Server data management software. VeriPark—a Microsoft Gold Certified Partner since 2001 and a past winner of the Dynamics Financial Services Partner of the Year Award—has in depth experience with CRM having major customers around the globe.

ING bank chose Microsoft Dynamics CRM for several reasons—the fast time to market, quality of service within Turkey, strong integration with Microsoft Office products, and low total cost of ownership. ING were also influenced by the local support from Microsoft in Turkey, and the expertise provided by VeriPark.

Benefits

​ING Bank Turkey values the adaptability and customisation capabilities of the VeriPark solution based on Microsoft Dynamics CRM, together with the quality of service available from Microsoft in Turkey. The strong integration with Microsoft Office products is speeding user adoption.

  • Deepening Relationships with Customers
  • Around 65 Percent of Sales Agents Adopted CRM in Just Three Weeks
  • Microsoft Dynamics Leads in Meeting Vendor Evaluation Benchmarks
  • Second Phase Involved Facebook and Social Networking Sites