CSOB management haven’t been satisfied with the performance of their sales department so they decided to significantly improve their sales network in 2018.
They had a custom-built CRM and were thinking of further product development, but it was clear that their current system was not working in sync with their sales department.
After speaking with many CRM vendors and partners, CSOB chose Enehano to work with them on the initial analyses.
CSOB Insurance is a universal company offering complex insurance services to citizens and sole proprietors, as well as to companies and large corporations. It’s part of the CSOB Group and a strong, multinational company KBC, which provides their clients with access to a range of financial services such as: banking, credit, mortgages or retirement funds. CSOB takes care of over 1 million clients today.
The project started with the high-level analysis, which identified three key areas for improvement.
Data availability – CSOB missed simple operational reporting. The Users were not getting the most relevant information at the right time, because their own CRM tool did not fully support the agents in their sales cycle. Performance monitoring of the individual agents was not available.
Process Automation – Many of the day-to-day input /output sales tasks were made manually in a “paper” form by the agents, which resulted in a more misalignment with the current CRM.
Some information in the business cases were only available on request, or indirectly, or were completely missing at all.
The custom-built CRM was not able to react in the right time to new business requirements of the sales team. The CRM didn’t have basic e-mail client integration with e-mail and calendar features for the effective team task management and to-do planning. Agents were slowed down by manual data entry into the system, and there was also no mobile app to access the CRM data on the mobile phones and tablets.
Standard Change Request implementation in their previous CRM required 9-12 months from the business requirement specification to a release. There was no unified identity management system across all sales applications which were used by sales agents.
After this analysis it was clear that CSOB has to make a new decision when it comes to their CRM infrastructure, because their own CRM was not being used by their users, so to continue in a further product development wouldn’t make sense.
Based on the gaps identified during the high-level analysis phase, CSOB opened a standard RFP process and chose Salesforce Service Cloud and Enehano as their Salesforce Gold Business Partner for the implementation project. The implementation project has been based on the “Fixed price”, i.e., with guaranteed deliverables, milestones and in the agreed budget.
The project had a timeline of 9 months to and was split into 4 subsequent logical phases with its own deliverables. Due to the fix time project setup, the agile development methodology has been applied within the internal Enehano delivery team, with an individual CSOB team members cooperation. CSOB team also well managed several other supporting technical projects, for example the on-prem applications interfaces preparation, data cleansing, integration resources, etc.
Even though the project has been well prepared, several technology limitations at CSOB infrastructure has been identified during the implementation phases. Enehano has been able to update the fixed project scope with no impact on the pilot project milestones, which were planned outside the peak of insurance selling season. The major change request was related to the implementation of new ETL tool, which significantly improved and speeded up data exchange between Salesforce Service Cloud and the on-premise application ecosystem.
Salesforce is multi tenant SaaS product. This was a great advantage for this project implementation, because this concept provides number of pre-defined services and components, which were used “out of box” during customisation and programming phase, saving reasonable time and budget. Using pre-defined services also ensures smooth Salesforce platform upgrades in future.
Based on successful project release, including the user and administration trainings, we signed the service contract with L3 application maintenance (L1/L2 owns CSOBP).
Let’s look how Enehano and Salesforce Service Cloud managed to address the identified CSOB business requirements:
Business Cases evidence improvement started with detail analysis of business requirements, and their design into the Salesforce platform. The precise definition of a new CRM scope within the existing application ecosystem and data sources was the most important part of a design phase. New CRM became the primary client information source for defined sales agent group (900+ agents in the first project phase). Each sales agent therefore got access to a consolidated customer 360 view including relevant products and their actual statuses. Every other sales business process, methodology and data integration has been then updated to follow this new “customer centric” approach.
New CRM provides information about all open opportunities per individual sales agent and their aggregations. New opportunity creation processes have been standardised, so that new customer and new opportunity can be monitored and tracked in real time and per sales agent. This setup allows to measure number of new KPIs in real time across the whole sales organization.
New CRM was fully integrated with the existing product tools, with provided process wizards. This reasonably simplified sales agent work with their internal processes, so that the agents can spend more working time focused on selling. Due to this integration sales agent is able to monitor new case realisation directly in CRM via unified GUI.
Unified customer data are filtered based on individual role; therefore, each role can see only data relevant to their actual work. For example, the agent “Home page” includes individualised daily updates of all tasks, actual sales advise, open cases and KPI fulfilment. Management role can see individualised aggregated daily reports. “Client page” includes client history with all products, but also a communication history with sales agents, which allows fluent switch to post-sales support without loss of any important information.
Salesforce CRM platform allows and provides out of box automation of simple logical functions, for example automated control of the entered data format, adding mandatory repeated fields required by micro-processes, etc.
Sales agents ranked the user interface of Salesforce extremely high. Very relevant is an ability to make own categorisations of data into logical groups, which are most user friendly for the individual agent. The new CRM working environment is intuitive and iterative, therefore agent doesn’t have make repetitive data entries. This is a standard Salesforce Cloud functionality; no special customisation or programming has been required, which led to a substantial project time and budget savings.
Salesforce provides 100% native mobile application. The original project scope did not include mobile CRM part, because an average agent’s age is higher, and there was a risk of low adoption rate. However, the agents themselves recognized the added value of CRM mobile app during the testing phase and enforced a full mobile CRM implementation as a change request. Because Salesforce mobile app is native part of Salesforce platform, this change request had zero impact on project timing. Sales agents ranked very high the new CRM mobility, which allows them to work securely with their portfolio on their business trips on both PC or laptop at the office.
Last but not least, MS Outlook calendar integration into a new CRM helped the agents from manually checking the conflicts on their calendar between the CRM and Outlook.
Project achieved the targets initially setup by the management:
Significantly improved time to market: a new request implementation has been reduced from months to weeks, which improved business flexibility, while making savings on back office due to a more effective system maintenance. Even though new CRM is fully integrated into the on-prem CSOB application ecosystem, the operation mode allows individual and independent change management with own and faster releases into production. The change launching is therefore planned by CSOB CRM application manager independently in standard release cycles. Salesforce platform provides native application, which supports a simple change management, and it also reduces a fast fault correction from months to weeks.
Central Access and Role Management has been applied not just to new CRM, but as well as to related on-premise product tools. Therefore, the end users can access several CSOB applications via new CRM without repeated logins. CRM has been as well integrated with the existing central ČSOBP Identity Management system.
Fast deployment of the new CRM indicated potential operation savings also in the planned next phases of the project. CSOB therefore planned several new consolidation projects, which are going to utilise new customer centric data model and Salesforce platform, even outside of CRM area.
CSOB financial controlling valued simple Salesforce SaaS license model with predictable annual license costs. The SaaS model fixes annual costs.
Salesforce Service Cloud product was able to fully cover the required new CRM business functionality. According to Gartner, Salesforce CRM ranks as the #1 CRM platform in the past ten years. CRM platform with native customizations covered 90% of all business requirement, while only 10% of the requirements had to be hard coded by their own programming language APEX, which ensures the code compatibility with future platform upgrades. Such limited programming helps to keep operation costs under full control, with a minimal investment required for future platform upgrades. The project confirmed that an insurance enterprise company can use fully integrated SaaS solution, while keeping all internal security, local and European regulatory requirements.
Our CRM motto has been “Client first!” since 2010. Recently we have updated this to the new motto “Client in one place!” thanks to Salesforce platform implementation.Now, our sales team can easily find all customer information and history in oneplace, which enables them to provide perfect and immediate services to end customers. Thanks to professional Enehano service, the whole project has been delivered in a surprisingly short time, while reaching the expected quality. I am looking forward to further cooperation with Enehano. Together we are planning to develop new functions to grow our business.
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