/IRBIS, July 13, 2011/ - JSC "Kaspi Bank" launched operation a system of "Analytical CRM" solutions based on SAS Campaign Management, was stated in the July 12th report released by the press service of the Bank.

As indicated, this tool will allow the bank to conduct marketing campaigns of any complexity and effectively use all channels of communication with customers. The Bank's experts will be able to quickly analyze the results of campaigns and quickly modify them to ensure maximum response. The project is carried out to by partner of SAS - Company "Gloubayt."

"Implementing SAS Campaign Management is another step towards the transition to personal service retail customers; two years earlier Kaspi bank introduced a system of SAS Credit Scoring. Now, through targeted marketing channels we offer each customer exactly the product he needs, and at a time when a customer is most interested in purchasing it. The system has always supported all efforts to offer customers up to date and, if necessary, replace them with new ones" - was stated in the message.

As noted, during the implementation of the SAS Campaign Management at the bank was built a three-dimensional data mart that enables marketers without the involvement of IT-specialists to determine the target audience of the campaign and pick up for it interesting products with the most suitable parameters (timing, rate limits). The time from idea to launch of a new offer to customers is decreased tenfold.

"We understand perfectly: private bank can grow in a competitive environment for the client only if offers to each of them truly personalized service based on a thorough understanding of customer needs, his history and relationship with our other banks", - commented the Board Member of the Bank Mamuka Kirvalidze, whose words are reported.

"The system allows us not only to analyze data on customers, segment them and determine the most suitable products for them, - said Alexander Emeshev, manager. - It allows us to quickly deliver our personalized offers to each customer on that channel and in a way that is most convenient for the customer".

"In the West, where the model of interaction with clients have already begun to move CRM to PCM (Personal Customer Management), target marketing serves for the major banks as one of the most important channels to promote its services to retail clients - says Julius Goldberg, Director of the financial sector company SAS. - Since 2010, this trend was actively developing in Russia and Kazakhstan. In Kazakhstan exists one of the most developed banking systems in the CIS, and the level of competition for customers is very high. The introduction of analytical CRM in JSC "Kaspi Bank", of course, gives it competitive advantage and will expand its customer base and increase profitability in accordance with the Bank's development strategy".

[2011-07-13]