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More than 3,500 nancialinstitutions around the globe,including Allianz, AXA, Barclaysand ING, are currently usingMicrosoft Dynamics CRMto gain a comprehensiveview of their customers.The solution, which providesrich out-of-the-box customer

relationship management(CRM) functionality, is provingpopular in the Financial Servicesindustry as companies using itnot only achieve a rapid time-to-value compared to othersolutions on the market, butthey can take advantage of a fullrange of deployment options,and integrate and customizeit rapidly, allowing them torealize increased e ciencies andimproved customer satisfactionalmost immediately.

360-degree viewOne of the key benefits of Dy-

namics CRM is that it provides out-

of-the-box contact managementfunctionality to allow a bank, forexample, to gain a complete 360-de-gree view of its customers. In a sin-gle screen it is possible to see theentire customer interaction history

with the bank, open and pending ac-tivities, sales-related opportunities,

whether the customer has respond-ed to any current marketing cam-paigns, and any open and pendingcustomer service requests. Further-

more, the solution can capture a cus-tomers interests and demographic-related information so when they

walk into a bank branch or phone acall center, the representative whois dealing with them can pull up allthe relevant information they needstraight away to ensure they are of-fering the best service possible andcapitalize on any potential sales op-portunities.

Enhanced productivity -reduced costs

Microsoft Dynamics CRM is help-ing thousands of financial servicescompanies to enhance productiv-ity through process e ciency while

reducing their operational costs.Ultimately, the solution allows cus-tomer-facing employees to spendmore time on important client inter-actions.

Most of the tasks previouslymanaged manually such as se-curing approvals and researchingcredit information are either fullyor partially automated, and withdata quality rules built into the fi-nancial CRM application, input er-

rors are reduced, and customer de-tails are less likely to be overlooked.Deadlines and SLAs are monitored,

while specific customer requests areflagged electronically, alerting em-ployees in real time to follow up andcomplete related tasks promptly.In addition, the use of paper is de-creasing and the solution is helpingemployees improve and automatetheir processes for managing data,customer portfolios and collections,sales campaigns, customer com-munications and feedback, intranetcontent collaboration, key perfor-mance indicators and performancedashboards. I

Delta Lloyd Life renewsBRM tool and choosesTravi@tas Insurance Solution

Why Dynamics CRM is a winningsolution in the Financial Services Industry

Mercator Mensura HPG Belgium AXA Belgium Keytrade Banking

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Previously, retrievinginformation was timeconsuming. MicrosoftDynamics CRM provedto be the solution.

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Microsoft DynamicsCRM has broughtgreater ease ande ciency for ourcontract managers inthe process of quotecreation.

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The capabilities ofMicrosoft DynamicsCRM for marketingpurposes are endless.Provided that youknow what you want todo and measure.

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With the ReportWizard in MicrosoftDynamics CRM, wecreate all necessaryreports ourselves.

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The analysis of thecontact history provi-des us with a wealthof information. As aresult, the number ofincoming phone callshas decreased.

By Max Fatouretchi

FINANCIAL SERVICES

CRM SPECIAL

2012www.traviata.eu

In their eorts to optimizethe communication betweenemployees and their Fintro-agencies, Fintro, a distribu-tion channel for BNP ParibasFortis, wanted to replace theirexisting Activity Managementapplication. They chose Mi-crosoft Dynamics CRM andTravi@tas expertise in Finan-cial Services. The new tool willallow employees to work moree ciently by enabling themto manage all their activities

from visit preparation overvisit reports to follow-up of ac-tion points in one single cen-tralized tool.

BrowserFlexibilityfor MicrosoftCRM

They chose Travi@tas BrokerRelationship Management Solutionbased on Microsoft Dynamics CRM,including contact management,broker data management, market-ing events & campaign managementand activity management. Oncecompleted, the solution will allowthem, amongst others, to use BRMas a fundament for broker relation-ship management, to run more ef-ficient mailing campaigns and tocentralize all broker data in a single

central BRM database for sales andmarketing.

The Broker managementtool will make it possible to viewcontractual broker data, managecontact information of employeesin dierent o ces, man age speci ficinformation about each brokers of-fices specialties and consult produc-tion data.

The Activity Managementfeature should allow to monitorall commercial activities betweenDelta Lloyd Lifes sales team and thebrokers: plan appointments, followup on activities, view activity his-

tory, Synchronization betweenLotus Notes and Microsoft CRM isessential to prevent double entry

work.With Marketing Events &

Campaign Management, DeltaLloyd Life will be able to manageincentives, monitor trainings andimplement satisfaction surveyson the one hand, and set up cam-paigns, follow up on them, definecommunication plans, manageavailable marketing materials andconduct mass emailing campaignson the other hand. To achieve this,Delta Lloyd Lifes existing email

automation tool, that is not fullyintegrated with the current Bro-ker tool, will be replaced by Click-Dimensions, an add-on specificallydesigned for Microsoft DynamicsCRM. I

Delta Lloyd Life continues to invest in its relation with their brokers in renewing its Broker RelationshipManagement tool (BRM). This strategic commercial project aims to develop better broker knowledge,improve business planning and ensure productivity gains in both sales and marketing departments.It is therefore a key support tool to enable Delta Lloyd Life commercial force to be more e cient in itsinteractions with its commercial partners.

Microsoft Dynamics CRMis helping thousands of

nancial services companiesto enhance productivitythrough process e ciencywhile reducing theiroperational costs.

Max Fatouretchi,Dynamics Centerof Excellenceat Microsoft EMEA

Fintro choosesMicrosoftDynamics CRM

Microsoft announced that

Microsoft Dynamics CRMsnext service update in Q2 2012will provide t he flexibility toconsume Microsoft DynamicsCRM through the most popu-lar web browsers running onboth PC and Apple Macintoshcomputers.

End users will be able toaccess the Microsoft Dynam-ics CRM Web Client across allmodern Internet browsers on

various platforms, includingbrowsers such as Internet Ex-plorer, Firefox, Chrome, andSafari running on PC, AppleMacintosh or iPad.

Our new BRM tool willallow us to develop betterbroker knowledge, improvebusiness planning andensure productivity gains inboth sales and marketingdepartments.

Alexander Hof,Marketing Project Leaderat Delta Lloyd Life


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2 FINANCIAL SERVICES SPECIAL

With Microsoft Dynamics CRM,organizations can schedule andmanage simple and complex tasks,

which enable sales professionalsto manage their time, tasks, andactivities more eectively reducingsales times and increasing produc-tivity.

Key activity management capa-bilities include the ability to sched-ule and manage simple and complextasks, to capture and access everycustomer activity, including all com-munication transactions, such as ap-pointments, dates, telephone calls,e-mails, letters, meetings, and tosynchronize CRM activities and cal-endars with Microsoft Outlook.

Tracking of brokerinteractions at HPG Belgium

At HPG Belgium all interactionswith the brokers are scrupulouslytracked in Microsoft Dynamics CRMand linked to the relevant policy.Emails are logged, phone calls aresummarized, letters are scanned.

This is done with the handy Scan-FlowStore software from Xerox,

which allows to browse in the CRMfolders directly from the scanningdevice and to store the s canned doc-ument immediately to the correct lo-cation in Microsoft Dynamics CRM.

Better collaborationbetween the sales teamsat Keytrade Bank

At Keytrade Bank, the telesalesteam works closely with the exter-nal sales team. The three Dutch-speaking and two French-speakingemployees register all the actionstaken towards customers or leads inMicrosoft Dynamics CRM. By regis-tering all activities of the sales stain Microsoft Dynamics CRM, theteam leader can also easier inter-

vene if he notices there is room in

Activity Managementwith Microsoft

Dynamics CRM

MicrosoftannouncesCRM Mobile

E. Mommaertslaan 18A b21831 Diegem Belgium

tel. +32 (0)2 721 88 80fax +32 (0)2 721 88 81

[email protected]

twitter.com/Traviata_MS_CRM

www.slideshare.net/TraviataCRM

www.youtube.com/TraviataCRM

www.facebook.com/TraviataCRM

Sales reps have to deal with many activities throughout the day and need to be able to schedule simpleto-dos, delegate actions, or manage complex tasks in a simple and e cient way. To ensure productivityand e ciency, organizations must ensure that sales professionals do not spend costly sales time oncoordinating routine tasks and activities, and maximize the time they spend actively selling.

6 February 2012. Microsoft Corp. today announced that MicrosoftDynamics CRM will release its next service update in Q2 2012,with new capabilities providing better productivity and enhancedexperiences for organizations using Microsoft Dynamics CRM.

Rapid overview of all activities with Timeline.

Because Customer Satisfaction is key, Travi@ta has put inplace a series of processes in our MS CRM system to follow up on cus-tomer satisfaction, following the SureStep methodology:

alerts as soon as someone thinks a problem could occur at oneof the customers (preferably even before the customer makes acomplaint).

extensive follow-up on these alerts, including internal meetings,within 48 hours.

for either technical or commercial problems. commercial action at the end of the process.

Thanks to these eorts, Travi@ta obtained excellent results in 2dierent Customer Satisfaction Surveys conducted in 2011, with95% satisfied customers, among which 53% gave the highest score and0% the lowest score:

Travi@tas ultimate dream being to obtain 100% satisfaction,we launched our 2012 Obsession for Customer Satisfactiontheme at our internal Fiscal Year Kick-O meeting.

Obsession for

Customer Satisfaction

Todays businesses use a wide variety of technology platforms and formfactors across many dierent locations. Microsoft is deeply committed toa rich application experience for users wherever they are. The service up-date delivers a range of rich device-specific applications for popular mobiledevices that keeps the user informed and productive when they are out ofthe o ce. Flexibility of device and browser, coupled with the productivityfeatures of Microsoft Dynamics CRM, enables individuals to access the rightinformation at the right time on the right device.

Microsoft Dynamics CRM MobileThis service update will deliver the capability for customers to access the

complete functionality of Microsoft Dynamics CRM on virtually any devicewith a new cloud-based, cross-platform, native mobile client service for themost popular smartphones and tablets like Windows Phone 7, iPad, iPhone,

Android mobile devices and Blackberry.It is common for sales, ser vice and marketing professionals to use a vari-

ety of devices e.g. a sales person might have both a phone and a tablet devicefrom which they need to access their CRM data and processes. With Micro-soft Dynamics CRM Mobile, each licensed mobile user can access MicrosoftDynamics CRM from up to three dierent mobile devices. Microsoft Dynam-ics CRM Mobile will also oer an o ine mode on most devices so that Mi-crosoft Dynamics CRM can be accessed even when there is lack of Internetconnectivity.

Microsoft Dynamics CRM Mobile oers the user the full breadth of Micro-soft Dynamics CRM functionality, including the dashboard capabilities, onthe mobile device of their choice. There is no need to load multiple apps ontotheir device; Microsoft Dynamics CRM Mobile provides a single consistentapplication experience.

Additional Social EnhancementsBuilding on the Microsoft Dynamics CRM November 2011 service up-date, the new release will include more social capabilities with Activity Feedsthat give people the ability to like and unlike status updates, improved statusfiltering, and the capability to view all statuses relating to a particular record

view, which will make it even easier for users to stay on top of all relevantcustomer information to help them be more productive. I

All interactions with thebrokers are scrupulouslytracked in MicrosoftDynamics CRM and linked tothe relevant policy.

Guy Haentjens,CEO at HPG Belgium

MicrosoftDynamics CRMMobile appfor iPad.

Single View of the Customer on iPad.

the agendas for additional actionsor campaigns, says ChristopheBernard, Marketing CRM O cer atKeytrade Bank. I


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From broker satisfactionto broker loyalty

Customers increasingly basetheir decisions on factors other thanthe traditional 4 Ps of the marketingmix (product, price, promotion andplace): factors such as quality, trust,recognition and brand image areequally important.

All activities in marketing, salesand support therefore benefit from athorough knowledge of the custom-er (or broker): his contact informa-tion, history and specific needs, butalso his preferences, should be easilyaccessible in a comprehensible way.

If, for instance, the broker ex-pects his insurer to consistently meethis expectations, then the lattershould aim to turn the brokers sat-isfaction into loyalty. That requires,among other things, a thorough

knowledge of his characteristics andhis purchasing behavior: his pastpurchases and turnover, new oppor-tunities, his potential value to theorganization, ...

Control over the entirerelationship with the broker

Travi@ta developed a BRM (Bro-ker Relationship Management) solu-tion based on Microsoft DynamicsCRM, where the single view con-cept plays a central role.

By introducing Broker Relation-ship Management (BRM), a big

insurer and Travi@ta customer wanted core information, formerly

scattered over several applicationsand dierent screens, to be availablewithin one system. Today, with a sin-gle mouse click, this insurers rela-tionship managers have a completepicture of the broker relationship:from opportunities and marketingcampaigns to news posts and infor-mation about new products.

A synthetic view that joinsthe broker and the nalcustomer at Mensura

Mensura is the third largest in-surer in terms of occupational acci-

dent insurance in the private sector.Various software packages, not suf-ficiently integrated, were a barrierto the e ciency of the commercialteams and contract managers, espe-cially in terms of making quotes andfollowing up on them.

Microsoft Dynamics CRM andits xRM development environmentproved to be ideal solutions to meetthe users needs. Today, the 360 vis-ibility of the centralized information

contributes to better decision mak-ing and more eective sales negotia-

tions.

Broker ValueFrdric Kekenbosch, Business

Process Manager at Mensura: Likeother insurers, Mensura maintainsa business relationship mainly withthe broker. Our goal was to achievea 360 synthetic view of the broker.Not only at the level of his descrip-tive data, but also by including in-formation about his customers andprospects.

The Broker Value concept sumsup this approach of a 360 view. AtMensura, Microsoft Dynamics CRMserves as a real dashboard about theBroker, by incorporating informa-tion from other back-o ce systems:on one single broker screen, the

sales representative and the contractmanager have access to the numberof contracts and the total portfolio

value of the broker, to his outstand-ing quotations and finally to his prof-itability.

Better prepared forsales meetings

In their BRM system, a largeBelgian insurer centralizes not only

Our goal was to achieve a360 synthetic view of thebroker. Not only at the levelof his descriptive data, butalso by including informationabout his customers and

prospects.

Frdric Kekenbosch,Business Process Managerat Mensura

FINANCIAL SERVICES SPECIAL 3

Single view of broker and customer

Microsoftand Travi@ta:a partnership based

on true collaborationBy Philippe Rogge

Ever since that period, the rela-tionship between Microsoft and Tra-

vi@ta has been based on a true col-laboration. From day one, Travi@tamade a strategic choice to virtualize,supported by Microsoft. This deci-sion allowed Travi@ta to grow yearover year and achieve many goals.For instance, they were the firstpartner in Belgium to obtain a Goldcompetency for Customer Relation-ship Management under the newPartner Network in 2010, and were

named to the prestigious WorldwideMicrosoft Dynamics Inner Circleonce and to the Presidents Club 3times already.

But what makes them reallystand out, is their unique focus onFinancial Services. Until now Tra-

vi@ta is the only truly verticalizedCRM-partner in Belgium. The closecollaboration with Microsoft on asales, presales and implementationlevel has only been possible becauseof this verticalization. It resulted inTravi@ta, Microsoft and MicrosoftConsulting Services conducting de-mos and proof of concepts together

as well as in Microsoft calling uponTravi@tas functional expertise inFinancial Services. Travi@ta is alsothe only CRM-partner in Belgiumthat organizes several seminars intheir own Financial Services verticalon a yearly basis.

On top of all that, they have beennamed World Wide Microsoft Dy-namics Partner of the Year Finalistfor Financial services in 2010 and2011, which is an amazing achieve-ment, considering finalists are cho-sen from a set of more than 3000candidates. This award recognizesTravi@ta for demonstrating indus-try knowledge and expertise, as wellas consistent, high-quality, predict-able service to Microsoft Dynamicscustomers in the financial servicesindustry.

For all of these reasons, Travi@ta grew to be an important and val-ued partner. I applaud the uniqueperspective and creativity Travi@ta brings to solving customer busi-ness and technology challenges. Ourstrong partnership along with theirstrong commitment to customersplays an essential role in our mutual,long-term success. I

Philippe Rogge, General Managerat Microsoft Belgium & Luxembourg.

contact information and visit re-ports, but also the quotes that werecreated by the back o ce: Theopen architecture of Microsoft Dy-namics CRM allows us to retrieve in-

formation from various sources andsystems and consult it through onecentral screen in the BRM module.The relationship manager loses lesstime and is better prepared to go tohis sales meetings.

HPG Belgium: 360 viewof complex policies andtop-ups

HPG Belgium, founded in 2010,acts as a Master Broker for the lifeinsurance products of Pruden-tial International Assurance PLC,a 100% daughter company of theBritish Prudential Group. The com-pany markets the products mainlyto wealthy end customers via a net-

work of about 200 brokers and man-ages total assets of 440 million eurostoday with only 5 employees.

At HPG Belgium, policies arevery complex: each policy can in-volve up to 4 policy holders and 10

Single View of the customer.

The partnership betweenMicrosoft and Travi@ta has beena success story since Travi@tawas established in January 2003,following the very rst releaseof Microsoft CRM in the UnitedStates. Travi@ta became a veryearly adopter of the software,even before its release in Europelater in 2003.

Any discussion about Customer Relationship Management shows that knowing the customer is alwaysa priority: you can only talk about a relationship with a customer, point of sale or broker when youknow who he is, what products or services he prefers and how he would rather keep in touch with yourcompany. The challenge is to centralize information that is often spread over dierent departments in asingle view (also called 360 degree view).

insured parties. In addition, theyare linked to an unlimited numberof beneficiaries, not to forget thebrokers, while most of the otherBelgian insurers only count up to

two policy holders per policy. Whenmanaging these policies, periodic orone-o withdrawals or terminationof a policy due to buy-out or deathhave to be taken into considerationas well. The policy is the basic unitfor the 360 view in BRM. Top-ups additional payments on an existingpolicy are also managed in CRM asseparate units.

360 view as a wayto keep in touch withthe market

Besides the immediate profits ofcentralized CRM information shar-ing data, saving time and providingquality of service during commer-cial contacts a major player in theinsurance industry points out thatthe quality of their reporting has im-proved, which allows them to keepin touch with t he market. The insur-er, for instance, uses Microsoft SQLServer Reporting Services to gener-ate customized reports directly fromMicrosoft Dynamics CRM and stayup to date. I


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Trends Top 300.000 & Microsoft

Dynamics CRM: an integrated solution

all the contact and financial information of the Top 300.000 Belgian enter-prises

an instant analysis of your current client portfolio essential commercial and financial webtools the geographical scatter of your customers, prospects, suppliers

Travi@ta developed a performing interface that givesdirect access from Microsoft Dynamics CRM to:

More info on www.traviata.eu

A good commercial relationship startswith eective Contact ManagementMaintaining a successful commercial relationship with endcustomers, agents or brokers, means that a multitude of informationabout the companies, individuals and related contact momentshave to be registered. Therefore, it is a major challenge to structureinformation from various sources face-to-face conversations, emails,phone calls, attendance at events and data from online registrations and make it easily accessible.

The need to centralize contact in-formation management is very oftenthe direct reason way many Travi@ta customers implement MicrosoftDynamics CRM. A lot of information(like address details) managed in abackend server or mainframe can bemade accessible in the CRM systemto collaborators.

Sta members save many hoursconsulting information, while thesame data become accessible to oth-er departments as well. The indirectbenefits are if possible even greateraccording to Travi@tas customers.

Mercator Insurance:pioneer with MicrosoftDynamics CRM

Mercator has undoubtedly beena pioneer in terms of CRM. The in-surer, that oers a wide range ofsolutions for individuals and busi-nesses can count on a network ofapproximately 2,000 independentbrokers, who benefit from supportand advice from some 50 accountmanagers. Mercator recently ex-perienced a substantial expansion.

Following the integration of Avroand the acquisition of Nateus, thenumber of distribution points (bro-kers) and sales have significantlyincreased. Furthermore, Mercatoris and wants to be present as a pro-

vider on the national market as well.Nol Van de Velde, Distribution

Support Manager at Mercator: Pre-viously, the account managers kepttheir contact information on theirlaptops and made use of various ap-plications such as Access and Excelto do so. The information was scat-tered and inconsistent; retrievinginformation was time consuming.Microsoft Dynamics CRM proved tobe the solution.

Reducing costs while

improving serviceBy switching to Microsoft Dy-namics CRM, Mercator wanted tocreate a central repository for allbroker data and history. The intent

was not only to share informationbetter and faster, but also to allowto make decisions more e ciently

while dealing with brokers. Duringeach conversation with the broker,the Mercator account manager nowhas immediate access to all relevantfigures, such as production figuresand the business plan.

Another Insurer wanted to cen-tralize the contact information intoa single CRM system. In collabora-tion with Travi@ta, the companyimplemented a BRM solution (Bro-ker Relationship Management) forthe 80 relationship managers.

In the highly competitive busi-ness environment we know today,

it is essential to know your brokerswell. A CRM system should a llow toeasily share information and reportto the management. Such an ap-proach does reduce costs, improvesprofitability, and ultimately allowsto provide a better service.

Territory Managementand Secure Access

By centrally managing data, itis also possible to keep in controlover who can see or modify whattype of information. Working withcustomizable access rights in Micro-soft Dynamics CRM is by all meansmuch safer than copying or sharing(Excel) files or listings through a

network server or email.Microsoft Dynamics CRM plays a

significant role in the Territory Ma-nagement for one of Travi@tas in-surance customers: the system wasconfigured in such a way that eachcommercial employee only has accessto the brokers within his own area.

In addition, many insurers havedierent teams, each responsible forspecific products. As a consequence,the same broker often has multiplecommercial contacts at the sameinsurer. E ciently ma naging a ccessrights and sharing specific informa-tion represents a major cha llenge.

A well-known insurer activelyuses Microsoft Dynamics CRM toimmediately share important news,such as fraud cases, with all employ-ees as soon as they log into the sys-tem.

Managing and segmentinga multitude of contacts atHPG Belgium

HPG Belgium is a Master Brokerthat acts as the exclusive distribu-tor in Belgium of the InternationalWith-Profits Bond from PrudentialInternational Assurance plc. HPGBelgium manages contacts at vari-ous levels. First there are the bro-kers, segmented partly based onturnover and eort during the past18 months. The contact persons

working for these brokers, however,are also categorized because it is notalways the CEO who is the most im-

portant contact.Second, there is the large num-ber of people linked to a policy(policy holders, insured, beneficiar-ies). This is a databas e in continuousdevelopment: people are added, die,... The brokers provide the relevantinformation to HPG, that introducesthe data into Microsoft DynamicsCRM.

Open architecture ofMicrosoft Dynamics CRMallows easy integrationwith external systems *

The open architecture of Micro-soft Dynamics CRM lends itself per-fectly to integration with externaldata sources. In the future, insurerMercator for example wants to go

one step further by linking an ex-tranet containing more figures andinformation with the BRM system.

Managing CustomerRelationships atKeytrade Bank

In 2002, VMS-Keytrade acquiredits banking status with the takeoverof RealBank and became KeytradeBank. Today, Keytrade Bank is partof the Crdit Agricole Group, andcounts 150.000 customers.

The Customer Relationship,which is composed of several mem-bers, forms the basis for MicrosoftDynamics CRM at Keytrade Bank.Keytrade Bank uses the CRM appli-cation to build a detailed profile ofevery relationship.

Besides socio-demographic in-formation, the aggregated data

about the customers transactions

and portfolio are imported from theback o ce system into Microsoft Dy-namics CRM.

Dynamic contact informationfor 1-to-1 marketing

Keytrade is h owever particularlyinnovative when it comes to the

way they use information about thebehavior of the customer to build adynamic behavioral profile in Mi-crosoft Dynamics CRM. When, forinstance, the customer clicks on atopic about banking in an emailcampaign, this will be used to buildhis profile through a sophisticatedpoints system in Microsoft Dynam-ics CRM.

This dynamically built contactinformation allows the bank to pro-

actively provide the customer withthe information he finds useful. Thedatabase selection for mailing cam-paigns is made directly in MicrosoftDynamics CRM, while the email tool(CommuniGator) allows to composeemails with dynamic content depen-ding on the profile of the recipient.I

Managing contacts at various levelswith Tree View.

Previously, the accountmanagers kept their contactinformation on theirlaptops and made use ofvarious applications suchas Access and Excel to do

so. The information wasscattered and inconsistent;retrieving information wastime consuming. MicrosoftDynamics CRM proved to bethe solution.

Nol Van de Velde,Distribution Support Managerat Mercator

Online and mobile banking:connecting the old with the new

As interactions with customers in todays business world becomemore and more digitally focused, financial services customers are nowable to communicate with their banks online in many more ways thanin the past. Not only can they access online banking sites from theirdesktop computer or laptop, but they can also do this on the move viatheir mobile. They can even discuss financial activity through social me-dia. Unfortunately, however, with the number of channels increasing,current systems often suer from a sort of amnesia, in that each timea customer interacts either through dierent channels or the samechannel multiple times they often need to start their dialogue fromscratch. By using customer data eectively, banks can have a 360-de-gree customer view and avoid this.

To take full advantage of online channels, banks need to bring to-gether the many disparate and disconnected islands of customer data toform a consolidated view of the customer. This includes: transactionalhistory, interaction history across all cha nnels, demographics and pref-erences, current context and future propensity. Taking this into ac-count, intelligent interaction software, fuelled by powerful analytics,enables banks to turn customer data into insight, and create relevant,specific and personalized customer dialogues. In short, they must pro-

vide the most accurate, targeted sales, service and retention oer foreach individual customer at the specific moment of interaction.

In an era where online channels and social networks are the pre-ferred communication routes for many, companies should embracethese new channels but must integrate them with more traditional onesby applying the same relevancy principles across th e board. Intelligentanalytics give financial organizations the insight they need to achievethis, which in turn leads to more up-sell and cross-sell opportunitiesand increased customer lifetime value. I

Source: Finance on Windows magazine.For more information: www.onwindows.com

Registering dynamic contactinformation that takesinto account the behaviorof the customer, allows usat Keytrade Bank to make

proposals for the customeraccording to his needs.

Christophe Bernard,CRM Marketing O cerat Keytrade Bank

* Many of our customers useScribe to integrate MicrosoftCRM with their Back O ce,Business Intelligence, dataware-house, ERP system, etc


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5FINANCIAL SERVICES SPECIAL

SureStep MethodologyTravi@ta oers a complete service oer regarding MicrosoftDynamics CRM, from pre-implementation to customer supportover development, customization, deployment, training, etc...We use a professional approach to deliver all these services:MicrosoftsSure Step methodology.

What is SureStep?SureStep provides a standard approach and collection oftools,

templates, and best practices to use for successful Microsoft Dy-namics solutions implementations - from sales through delivery.

Sure Step provides sales, implementation and optimization guid-ance for Microsoft CRM.

Sure Step can help the customer complete more implementations,manage risks and increase customer satisfaction.

It provides a methodology combined with project managementdiscipline and field tested best practices.

Travi@ta uses a tailor-made approach for each individual pro-ject, based on experience and depending on the context.

SureStep Phases:All activities to be executed are organized in five phases: Analysis

- Design - Development - Deployment - Operation. The philosophy be-

hind the distribution of activities in phases is to always perform activi-ties in the earliest stage possible. This results in a smoother final roll-outand go-live.

Activities performed during each phase, are being represented byactivity flow diagrams. Travi@ta uses customized BPMN modelsas working documents and to present to the customer:

Sales Automation: making maximum use of salesopportunities with a minimum of administrationManaging the entire commercial process from lead to quote to

order requires a disciplined approach in any organization. Whetherone works with a direct or indirect sales channel, prospectingactivities today are the basis for the growth of tomorrow. Since manyyears, Microsoft Dynamics CRM has positioned itself as a powerfulbut extremely user friendly CRM solution.

A major Insurer and Travi@tas customer replaced its outdatedCRM broker database by an inte-grated BRM (Broker RelationshipManagement) solution based onMicrosoft Dynamics CRM. With 80

commercial employees and 2,000brokers, it is a true challenge to keepin touch with what is happening inthe market: As an insurer, like anyother commercial organization, wemust take advantage of every op-portunity to up-and cross-sell to ourbrokers. To achieve that, it is essen-tial that all the information relevantfor the commercial process can beregistered centrally and shared withother collaborators.

More sales, even in timesof tough competition

The back o ce division of tha tsame insurer sends out its quotesfor SMEs directly to the customer,

with the commercial employee incopy. The Workflow functionality in

Microsoft Dynamics CRM enablesaccount managers to share informa-tion easily with t he back o ce de-partment.

The introduction of MicrosoftDynamics CRM has undoubtedlycontributed to better sales, despitetough competition in the market.Relationship Managers can indeedforge a stronger bond with theirbrokers and better identify and ad-dress business opportunities to-gether. We now have access to bet-ter market information can presentinformation about new products to

customers much more quickly, saysan Insurer.

Another consequence is t hat t hemanagement can direct some salespeople more eectively. Indeed, In

every organization there are top sell-ers who already play at a very highlevel and spontaneously do whattheyre expected to. Others howeverneed some more control and direc-tion, and Microsoft Dynamics CRMis a valuable tool for that.

Attracting new brokersat HPG Belgium

Master Broker HPG Belgium usesa B-to-B sales channel: leads to con-sumers they receive are transferredto the brokers. At HPG Belgium,three sales people are in charge ofattracting new brokers, using theFSMA database.

When a broker signs a partner-ship convention with HPG, this con-

vention is registered in MicrosoftDynamics CRM. At that time, thestatus of the broker changes fromprospect broker to broker and it

will automatically be included in themailing list.

Better relationship withbrokers for more customersatisfaction

Most insurers apply strict SLAsto monitor the brokers satisfaction.

Through an extranet for instance,

the broker has the opportunity forexample to register feedback orcomplaints. This information is thenautomatically linked to the appro-priate contact in the BRM system.The fact that commercial and backo ce sta can sha re comments onproposals, ultimately contributes tohigher customer satisfaction and abetter relationship between brokerand insurer also.

Time savings at MensuraAt Mensura, the automation of

processes related to quote manage-ment was a primary concern whenimplementing Microsoft DynamicsCRM. If in the past, data often need-ed to be re-encoded in dierent sys-tems, the introduction of MicrosoftDynamics CRM as a centralized toolhas opened the way to a significantimprovement.

Frederic Kekenbosch, BusinessProcess Manager at Mensura: Mi-crosoft Dynamics CRM has broughtgreater ease a nd e ciency for ourcontract managers in the process ofquote creation. Since we treat a vol-ume of more than 7,000 quotes an-nually, one can imagine the eect onour overhead costs.

However, Mensura does not reston its laurels and plans an automaticconversion from quotes to final con-tracts in the future: A few clicks willbe enough to automatically retrievedata supplied in the contract with-out re-encoding them in the system.Our ambition is to reduce the timeneeded to create a contract derived

from a quote by 60%, says FredericKekenbosch.

Automated workowsand approval processes

At Mensura, each contract man-ager has the power to adjust rates

within certain boundaries. Withthe introduction of Microsoft Dy-namics CRM, an approval process islaunched automatically as soon as acontract manager applies rates out-side his level of power.

More reliable calculationcontributes to a relationshipof trust

In the past, the calculation ofquotes in Microsoft Excel had signifi-cant disadvantages that could aect

the relationship with the brokers. Be-sides the risk of error inherent to theuse of an open tool such as Excel, itcould occur that, at the request of twobrokers, two slightly dierent quotes

were submitted to the same custom-er... a problem that belongs to thepast thanks to the migration to Micro-soft Dynamics CRM as a centralizedtool for the realization of quotes.

Frederic Kekenbosch: In thenear future, when a sta memberat Mensura needs to make a newquote, he will see directly in Micro-soft Dynamics CRM which are thecompanies related to this company,if there are existing contracts or ifthere are other outstanding quotes.

Change managementprocess: controlling becomesmotivating

A central CRM application isboth the dream and the challengeof every sales manager. A dream,because the CRM system should al-low, in a few clicks, to get an over-

view of the current prospect portfo-lio and the expected revenues fromnew deals in the coming weeks andmonths. A challenge because it is not

always easy to keep sales sta under

control and to motivate them to reg-ister their prospecting activities in acentral database.

Sales people do not typically havea reputation to be disciplined whenit comes to recording of and report-ing on their activities. The challengetherefore consists of really achievingthat discipline within the sales team,making sure that the CRM system isnot perceived as a burden.

One of Travi@tas Insurancecustomers points to a clear reduc-tion of the administrative burden

for the Relationship Managers fol-

lowing the introduction of Micro-soft Dynamics CRM, which highlyincreased the motivation to use thesystem. As management, we defi-nitely wanted to avoid that the salessta would experience it as a kindof Big Brother. Instead, they had tocome to consider CRM as an essen-tial tool that helps them to to workmore productively.

At Mercator the result of the in-troduction of Microsoft Dynamics

Opportunities visualized in Sales Pipeline.

With 80 commercial emplo-yees and 2,000 brokers, it isa true challenge to keep intouch with what is happeningin the market. As an insurer,like any other commercialorganization, we must takeadvantage of every opportu-nity to up-and cross-sell.

Anonymous insurer

Our ambition is to reducethe time needed to create acontract by 60%.

Frdric Kekenbosch,Business Process Managerat Mensura

Continued on page 7


6/12

6

Coherent customersegmentation determinesgrowth strategy

Most Travi@ta customers consi-der their CRM system as a foundati-on to substantiate the business plan-ning and the growth strategy withinthe company.

At one of Travi@tas Insurancecustomers, each account managerconducts an extensive individualplanning meeting with his brokeron an annual basis. The informationthus obtained is structured accor-ding to 10 predetermined axes andcentrally recorded in Microsoft Dy-namics CRM.

This homogeneous informationconstitutes the basis for a detailedcustomer segmentation. The ac-count manager knows, based onobjective data, where each broker

Translating global quantitative and qualitative business objectives into individual goals, takes a lot ofinsight and monitoring. Sales representatives and brokers should be aware of what is expected of them,and management must be able to adjust quickly and e ciently when proven necessary. With the use ofKey Performance Indicators (KPIs), Microsoft Dynamics CRM is a particularly useful tool to follow up ongoals on a daily basis and intervene where necessary, based on these KPIs. For example, new targets forvisit frequencies can be dened or specic incentive campaigns can be launched very quickly to achievethe target brokers revenue.

Travi@ta teamed up with Microsoft Certied Partner for Learning Solutions Plataan to implement the SureStep methodology in the company. After working together in Plataans Facilitated Adoption Program

(FAP) and several workshops, Travi@ta was ready to make the Sure Step methodology a practical realitythroughout our business activities.

Business NeedsTravi@ta aims to provide the

best value to customers and achieveoptimal customer satisfaction. Overtime, the companys consultants andsales team changed from a highlyindividual approach to more stand-ardized and consistent ways of en-gaging with customers. Companyleadership felt there was more op-portunity in this direction. Claude

Verschueren, Managing Directorof Travi@ta, says, As we became amore mature organization, we setfirm goals for customer satisfactionand the quality of our projects. To

help us achieve these objectives, westarted looking for a more stream-lined, consistent way of serving cus-tomers.

Travi@ta wanted to accomplishvery specific improvements. Firstof all, we wanted to make sure that

we deliver exactly what customersexpect, says Verschueren. We feltthere was not a close enough align-ment between sales and project ex-ecution. In their proposals and com-munications, our sales associatesdid not always share the details ofkey aspects of implementation pro-

jects, such as timelines, training, or

stands today, and can determineright away to which customer seg-ment he wants to lead him in thefuture.

Microsoft Dynamics CRM al-lows us to let the top-down strategybased on our overall business objec-tives coincide with a bottom-up a p-proach from the individual brokers.The CRM system thus contributesto a substantiated growth strategy,says the insurer.

HPG Belgium: managingtargets at dierent levels

As a company HPG Belgium isperfectly aware of the cost structure;there should therefore be su cient

turnover to cover the overhead. Thecompany works with targets at dif-ferent levels.

First, HPG Belgium employsthree sales people who are assessedon annual targets and motivated byincentives. HPG also wants to mea-sure and reward their eorts to at-tract new brokers; the company usesan evaluation method with Micro-soft Dynamics CRM to achieve thisin practice.

In addition, brokers also are jud-ged on their annual turnover andreceive corresponding commissions.With the Report Wizard in MicrosoftDynamics CRM, HPG Belgium crea-tes the necessary reports itself: forinstance an overview for each bro-ker, the size of his contracts, salesdata, ... I

FINANCIAL SERVICES SPECIAL

Goal Management: Daily monitoring ofCorporate objectives with KPIs and CRM

Travi@ta Boosts CustomerSatisfaction to 95 Percent

testing. Customers were sometimesdisappointed, and we gave themgoodwill discounts that cut into ourmargins.

In addition, Travi@ta teammembers found that free consult-ing services did not always lead to

winning new customers business.The company wanted to avoid giv-ing away services unproductively.

Also, customers often requested andreceived discounts when they signedcontracts, further eroding profit-ability. Johan Roosen, Senior CRMConsultant at Travi@ta, says, Wegave away too much upfront and

did not achieve the level of customersatisfaction we hoped to achieve.Thats when we looked for dierentapproaches to scoping, selling, anddelivering our projects based on Mi-crosoft Dynamics CRM.

SolutionTravi@ta learned about the Mi-

crosoft Dynamics Sure Step meth-

odology, a set of highly structured,well-documented best practices,resources, and tools that Microsoftprovides to Microsoft Dynamicspartners. Says Inge de Wit, CRMProject Manager at Travi@ta, TheSure Step methodology felt like thenext logical step in the direction we

were already taking. It was exactlythe right thing at the same time.

The company soon connectedwith Plataa n, a Microsoft Gold Cer-tified Partner and Microsoft Certi-fied Partner for Learning Solutionsalso located in Belgium. VincentBellefroid, Partner at Plataan, says,It quickly became clear to us thateverybody at Travi@ta was firmlycommitted to continuous improve-ment and clear about what the com-pany wanted to achieve. The SureStep methodology was a great fit forTravi@ta.

After Plataan provided an orien-tation session about the Sure Stepmethodology, Travi@ta decided toembrace the practice. The two com-panies worked together for close to amonth in Plataans Facilitated Adop-tion Program (FAP) for the SureStep methodology. After a thoroughreview of objectives, processes,concerns, and opportunities forimprovement at Travi@ta, Plataantook Travi@ta through an in-depthadoption workshop. Then, Travi@ta established an action plan withPlataans help, documenting chang-es and accountabilities in sales, con-sulting, and project delivery.

After the end of the FAP, Travi@

ta was ready to make the Sure Stepmethodology a practical realitythroughout its business activities.Says Verschueren, As we became

familiar with Sure Step, we con-tinued adopting and refining bestpractices and making process im-provements at our own pace. Whatat first seemed like an almost over-

whelming task became a consistent,e cient business practice t hat a ll

employees supported. Today, cus-tomers are aware of Travi@tas SureStep approach from the first conver-sations on. Customers understandthat the Sure Step methodology isour way of working, says Roosen.They like the transparency and ac-countability we provide.

BenetsWith more than a years expe-

rience in practicing the Sure Stepmethodology, Travi@ta achievesoutstanding customer satisfactionand generates revenue at bettermargins. The company continues torefine its adoption of Sure Step torefine software implementation pro-cesses and team collaboration. Re-cently, Travi@ta increased its SureStep commitment to include theresources for upgrades to MicrosoftDynamics CRM 2011. Sure Step isa transformational opportunity thatenables our entire team to developmore productive ways of workingtogether and with our customers,says Verschueren. It also acceler-ates the adoption of Microsoft Dy-namics CRM in customer businessesand helps customers realize a higher

return on their technology invest-ment.

Achieve Complete CustomerSatisfaction

With clear communications,careful expectation setting, andthorough documentation of agree-ments and project details, Travi@ta fully aligns sales and project de-

livery. In consequence, the numberof satisfied customers has increasedby almost 20 percent. Today, regu-lar online and telephone surveysby independent research provid-ers show that 95 percent of thecompanys customers are delighted

with Travi@ta and the relationshipthey have with the employees theyinteract with. Says Verschueren,The Sure Step methodology helpsus ensure that our project deliveryperfectly matches customer expecta-tions. In addition, customers betterunderstand what needs to happen at

what point in software implementa-tion projects and who is responsiblefor it. Following our adoption of theSure Step methodology, all of ourcustomers are satisfied and we caneasily resolve the minor issues thatstill come up.

Generate More Businessat Better Margins

By adopting the Sure Step meth-odology, Travi@ta has gained a bet-ter return on its eorts to developand win new business. Firmly es-tablished goals and a shared under-standing of software implementa-tion parameters translate into betterrevenue margins. We hardly everprovide free consulting anymore,and, in the few cases where we do,the customers do business with usinstead of a competitor, explains

Verschueren.

Use Resources with GreaterFlexibility and E ciency

Sales representatives and con-sultants at Travi@ta today use SureStep resources to work with greate ciency a nd consi stency. By us-

ing the Sure Step templates, its veryeasy for consultants to create com-plete, well-produced proposal andproject documents in minimal time,says Roosen. Thorough documen-tation of all project components alsohelps them explain what we deliver

and why we structure costs the waywe do.By taking advantage of the Sure

Step methodology, Travi@ta hasalso gained greater flexibility inserving customers. De Wit, says,Sure Step practices let us reassignresources or let consultants coverfor colleagues on-the-fly. There isno need for guesswork. Customersare most impressed with our con-sistent, seamless teamwork on theirbehalf. I

With the consistent,structured Sure Step approachto sales, communications,and project delivery, weachieve unprecedented levelsof customer satisfaction,close more business at bettermargins, and enjoy moreoperational exibility.

Claude Verschueren,Managing DirectorTravi@ta


7/12

7

Call centers and back o ce teams daily process hundreds to thousands of telephone calls that possiblycontain a wealth of useful information about the broker. Today, Microsoft Dynamics CRM is becoming

increasingly popular with insurers who want to centrally register these data and turn them into valuableinformation to assist other departments in the company not in the least sales sta who can make anexcellent use of this information.

The insur-ance divisionof AXA Bel-

gium, special-izing in real es-tate, accidentand life insur-

ances, is the largest in the countryin non-life and the second largestin life. Besides having a network ofmore than 900 branches, AXA Bel-gium works closely with more than5.000 independent brokers who alsorepresent other brands.

Extensive monitoring ofphone calls at AXA Belgium

AXA Belgium has several de-

partments that provide services tobrokers, bankers and customers viatelephone, and this for commercial,operational and administrative sup-port.

In several of these departments,a ticket is created for each incomingphone call and the contents of theconversation accurately registeredin Microsoft Dynamics CRM. As aresult, the insurer has a detailed in-

sight into the number of calls of eachagent and their object.

Jean-Claude Swalus, Business

Solution Manager bij AXA Bel-gium: The analysis of the detailedcontact history provides us with a

wealth of information. This allowsus in the first place to better alignthe training program with the realneeds of the brokers. As a result, thenumber of incoming phone calls at

AXA Belgium has significantly de-creased.


Customer Care as a valuable source ofinformation for relations with broker

Travi@ta SupportTravi@ta provides professional remote and onsite support bycertied specialists for your Microsoft CRM customized solutionand add-ons.

The Service Level Agreements defined in our yearly support con-tracts guarantee an appropriate reaction time according to the natureof the problem.

Customers have access to a secure internet portal where they cancreate and follow up their cases.

Every year, Travi@ta invests in the Partner Advantage Busi-ness Solutions (PABS) support contract, which is the most ex-tensive support contract that Microsoft oers. It allows customers tobenefit from Microsofts third-line-support level and one hour guar-anteed support incident response. I

Travi@tas secure customer support portal.

Follow-up on your cases with the SLA dashboard.

The analysis of thedetailed contact history

provides us with a wealthof information. This allowsus in the rst place tobetter align the training

program with the realneeds of the brokers. As

a result, the number ofincoming phone calls atAXA Belgium hassignicantlydecreased.

Jean-Claude Swalus,Business Solution Managerat AXA Belgium

Valuable informationkeeps database alive

This information is extremelyvaluable for the sta while con-ducting commercial discussions

with their customers: with a singlemouse click, they have the completecontact history at their fingertips

without having to consult severalsources.

On top of that, Microsoft Dy-namics CRMs SQL Server databaseprovides seemingly infinite report-ing possibilities. The promises thatTravi@ta had made to us have cometrue: today, everyone contributesto the development of a truly livingCRM database which, in return pro-

vides invaluable information to thesta and management, adds Jean-Claude Swalus.

Improving customerexperience top priorityat Keytrade Bank

At Keytrade Bank, a CustomerCare center with about ten employ-ees treats all inbound phone calls:managing 150.000 customers di-rectly cant be underestimated in-deed. As the customer representsthe heart of the company, improvingcustomer experience is a top prior-ity at the bank.

Keytrade Bank and Travi@tajust completed a successful Proof ofConcept to automate the processesin the Customer Care department.With the Customer Care Acceleratorfrom Microsoft Dynamics CRM, thebank wants to significantly facilitateand streamline the stas work. Cus-tomers will notice this mainly by theshorter waiting times and will nothave to repeat their story with everyphone call anymore.

Information from no less than 12dierent applications will be acces-sible to the sta through a centraldesktop environment an excellentbasis to streamline processes andavoid duplicate data input. For eachcall, a case will be created, register-ing the identity of the caller and theobject of his call accurately.

Christophe Bernard: The idea,thanks to Microsoft Dynamics CRMand the Customer Care Accelerator,is to aim for an optimal customerexperience in the Customer Caredepartment as well. This is 100% inline with the values that are so pre-cious to Keytrade Bank. I

CRM is also striking. CRM is first of

all a useful tool to support the salesprocesses of the account manager:he saves time by not having to collectand edit information about brokersin dierent environments anymore.Microsoft Dynamics CRM also keepsthe process time needed for adjust-ments and improvements very short:in a rapidly evolving environment, itis no longer feasible to launch pro-

jects that take longer than a fewmonths. Thanks to a greater ef-ficiency, every account managerachieves a considerable time gain.The fact that Microsoft DynamicsCRM can also be used o ine andthat the application integrates seam-lessly with Microsoft Outlook, cer-tainly contributes to that, says Noel

Van de Velde of Mercator.The adoption of the software

by our contract managers has beenstrongly favored by the fact that Mi-crosoft Dynamics CRM is grafted onMicrosoft Outlook in a transparent

way, adds Frederic Kekenbosch.

Closed Loop approachat Keytrade Bank

Keytrade Bank applies a disci-plined closed loop approach in

tracking leads. Visitors of KeytradeBanks website, for example, are pre-sented with several call to actions:that way, they can immediatelyopen a demo account, register for

an information session or a webinar.Whatever action the visitor takes,Microsoft Dynamics CRM provides aclosed loop follow-up of every leadfrom A to Z.

Every year, an average of 5.000people register online for educationand training. As soon as a registra-tion is received, Microsoft DynamicsCRM automatically starts a Work-flow which aims to encourage thelead to open an account. A lead whoopens a demo account, automatical-ly receives a weekly email with tipsduring the four following weeks. Ifthe lead has still not opened a de-finitive account after that period,he will be contacted by the telesalesteam.

All les treated within14 days at Keytrade Bank

At Keytrade Bank, a telesalesteam of two persons covers about3.000 outbound calls per monthduring peak periods. The introduc-tion of Microsoft Dynamics CRM cer-tainly marked a significant improve-ment of the teams e ciency. Whenthe telesales sta arrive at the o cein the morning, Microsoft Dynamics

CRM ensures they can immediatelysee in Outlook which tasks they haveto carry out that day. They deal withtheir time much more e cientlythan they used to, says Christophe

Bernard, CRM Marketing O cer atKeytrade Bank.The time elapsing between the

first contact and the opening ofa first account, has considerablyshortened since the introduction ofMicrosoft Dynamics CRM, accordingto Christophe Bernard: Every ap-plication file should now be treatedin a few days. Before, treating in-complete files or files that need ad-ditional research, could sometimestake weeks or several months underexceptional circumstances. Now,

we make sure to process this type offiles within 14 days. But we want togo even further: our goal is to solveeverything with one single phonecall or email in these cases as well, toallow the customer to start using hisaccounts much faster.

Active involvementof employees

Travi@ta aims to let the custom-er manage their CRM system inde-pendently. Christophe Bernard forexample, managed to set up work-flows in Microsoft Dynamics CRMat Keytrade without the help of theCRM partner. I

Sales Automation

Continued from page 5


8/12

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Travi@ta AcademyMarketing Automation: Targetedmarketing campaigns withmeasurable results thanks to CRM

The Travi@ta Academy provides training and coaching to very diversetarget audiences like Business & Technical Decision Makers, End Users &Power Users, Project Core Team Members, Project Leaders, Change Manag-ers, Trainers, Testers, Developers, System Administrators, Service Desk Rep-resentatives, etc... The curriculum includes:

Product Related Courses (Dynamics CRM, Scribe Insight, ...) Methodology Courses (Microsoft Sure Step, ...) Technical Courses (Extending Dynamics CRM, Installation & Adminis-

tration, ...)The Travi@ta Academy services are oered in three knowledge transfermodels.

Open & Closed AcademyOpen Academy cours es are frequently delivered in our o ce and are open

to everyone. A personal training environment is available for participants toget hands-on experience. The Open Academy model is recommended for:

End Users who are using Dynamics CRM with limited customizations Decision makers who are in the process of choosing a CRM product Project team members involved in a CRM project with limited customi-

zationsTraining oerings include trainings in dierent programs for organizations/employees new to Dynamics CRM 2011 or using previous Dynamics CRM

versions. Most of these courses can also be delivered as a Closed training,only accessible for employees from a single customer and if preferred at theCustomer site.

Personal AcademyThe Personal Academy is a combination of Open Academy training oer-

ings and additional custom training sessions for t he customer. These 1-on-1sessions are organized using a mutually ag reed upon approach, deliverablesand timeframe. They can be delivered by Travi@ta or by the customer (aftera Train-the-Trainer track). The Personal Academy is recommended for:

organizations with medium to complex customizations organizations who are about to start a Dynamics CRM project organizations/employees who are using customized processes organizations who need to roll-out additional in-house training ses-

sions for their end users organizations with a limited number of users (25) organizations who demand tailored training and material for their

employees Dynamics CRM projects delivered over a long period of time in differ-

ent phases a nd/or over dierent departments organizations who need the in-house competence to maintain and sup-

port the CRM solution and integrations organizations who need the in-house competence to deliver training to

their end users organizations who need support for the alignment and execution of

their change management trackDepending on the requirements, complexity and number of users Tra-vi@ta

will agree with the customer on the best training approach and knowledgetransfer model to meet the training needs for the customer and their employ-ees. Organizations and employees might be enrolled in a combination of th ethree knowledge transfer models depending on their role and responsibili-ties. I

The Travi@ta Academy is a fully operational training centre deliveringa wide range of courses and services for our customers and partnersin every phase of the organizations CRM strategy. Next to custombuilt material the Travi@ta Academy also delivers the MOC (MicrosoftO cial Curr iculum) courses.

The challenge for marketing managers in nancial institutions is always the same: marketing campaigns

are much needed as a source of leads and future customers, but cost a lot of money at the same time. Itis therefore necessary to run targeted campaigns with measurable results. For many nancial institutions,Microsoft Dynamics CRM proves to be the ideal tool to make this dream come true.


Morethan 2000marketingcampaignsat AXABelgiumevery year

AXA Belgiums marketing data-base contains about 10.000 busi-ness relations and three times asmany contacts. Every year, morethan 2.000 marketing campaignsare registered, amongst which a vastmajority of training courses. Thesecourses are necessary to give bank-ers and brokers the opportunity toalign with FSMA measures, thatregulate access to the profession.Both central and local sta membersinvolved in marketing activities at

AXA Belgium, systematically recordall marketing actions undertaken to-

wards brokers and bankers meet-ings, training, incentives, emailcommunications, etc. in MicrosoftDynamics CRM.

Furthermore, specific character-istics peculiar to the insurer are as-signed to each action. AXA Belgiumfor instance identifies every actionfollowing a regional subdivision: na-tional, four districts and fifteen are-as, but also for instance the productranges associated with each action.

Jean-Claude Swalus, BusinessSolution Manager at AXA Belgium:Because our marketing campaigns

are managed in Microsoft Dynam-ics CRM, our Marketing DistributionDirection is able to plan and managethem in the best possible way.

Personalized mailingsat HPG Belgium

In response to news items orchanges in the economic situation,HPG Belgium also regularly sendsmailings to policy holders and bro-kers. In doing so, the address, nameand salutation come directly fromMicrosoft Dynamics CRM. At therequest of the brokers, HPG some-times also composes personalized

mailings for the broker to send to hisend customers.

Individually targeted andpersonalized CRM approachat Keytrade Bank

Having an individually targetedand personalized CRM approach

was particularly important forKeytrade Bank because its market-ing strategy deviates considerablyfrom the banking norm. The com-pany does not sell any of its owninvestment products rather, it in-forms customers regarding financialproducts that are available in themarket, empowering them to maketheir own decisions about their in-

vestments.The heart of the new system re-

flects the distinctive approach ofthe bank, which is strongly directed

towards a personalized approach tocustomers and prospects. In theirmarketing approach, traditionalbanks start out from a static so-cioeconomic market segmentationbased on age, gender, income andso on. Keytrade Banks approach istotally dierent: they strive for seg-mentation on an individual level, ac-cording to the individual investmentprofile and the risk strategy that the

customer indicates, based on a rangeof contact moments.

E-mail campaigns integratedwith Microsoft DynamicsCRM

The ability to integrate e-mailcampaigns with Microsoft Dynam-ics CRM is a crucial part of the solu-tion, as Keytrade Bank carries outa very large number of e-mail cam-paigns, targeting audiences rang-ing from groups with over 100,000contacts to smaller regional groups.For this purpose, the company usesa specialized e-mail tool that wasintegrated into Microsoft DynamicsCRM by Travi@ta.

Now, through the CRM system,Keytrade Bank can achieve more

predictable results with these cam-paigns, says Christophe Bernard,CRM Marketing O cer. The ex-tensive information in MicrosoftDynamics CRM and the informa-tion that is recorded during everycampaign enables us to persona-lize future contact moments. Thisgives us a better idea of the result ofevery marketing action and we areable to increase the eectiveness ofany possible follow-up actions stillfurther.

Measuring ROI of onlinebannering campaigns atKeytrade Bank

At Keytrade Bank, tracking is notonly used to follow up on leads inthe further commercial process, butalso to measure the origin of everyonline lead.

More specifically, Keytrade reg-isters for each lead via which onlinebannering campaign he has come incontact with the bank. This formsthe basis to measure the eective-ness and, in the long run, the ROI ofthe dierent online bannering cam-paigns. In addition, this is one of theelements that also ensure that the

customer will only receive informa-tion relevant to him.

Christophe Bernard: The capa-bilities of Microsoft Dynamics CRMfor marketing purposes are endless.Provided that you know what you

want to do and measure.Following the successful imple-

mentation by Travi@ta in 2009, theDynamics CRM system is now beingused daily by the marketing team

at Keytrade as well as the sales andcustomer service units for integratedsales and marketing management,allowing for individual follow-up ofactivities from start to finish.

Keytrade Bank has already ex-perienced significant benefits fromMicrosoft Dynamics CRM. The firstand most important phase, involv-ing the optimization of the market-ing and sales paths, is now complete.The simplicity and transparencyof the system is reflected in morestreamlined sales and marketingprocesses and there has been a boostin active follow-up of leads a nd mar-keting campaigns thanks to the cen-tralization of contact information.The new user-friendly work environ-ment has met with the approval of

employees, creating a platform forfuture expansion to other areas ofthe business. I

Marketing dashboard on iPad with CRM Mobile.

Because our marketingcampaigns are managed inCRM, we are able to planand manage them in the best

possible way.

Jean-Claude Swalus,Business Solution Managerat AXA


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9

Travi@ta has built a CRM solution for Insurance Companies based on Microsoft Dynamics CRM, which

is used by over 30.000 customers and 2.000.000 users. As shown in the picture, we have put a CRM forInsurance core model in place, containing all the insurance specic tables and relationships, needed tosupport Direct and Indirect distribution channels.


Managing Partner WimGeukens presented Travi@tas Broker RelationshipManagement solution atthe Microsoft IndustrySolution Day in Istanbul on 20December 2011, together withpartner Veripark.

Travi@tas Insurance solution presented at theMicrosoft Industry Solution Day in Istanbul

The event provided the per-fect opportunity to Wim Geukensand Veriparks General Manager

Asl Derbent zkan to share theirbusiness expertise about CRMin the Financial Services Indus-try with potential Insurance andBanking customers in and aroundTurkey. I Wim Geukens, Managing Partner Travi@ta.

The online evolution:combining BI and CRMcapabilities to exceedcustomer expectations

Theres no getting away from the fact that todays online bankingcustomers want more. Knowledgeable and market-savvy, they are influ-enced by their experiences in the world of e-commerce, and expect anonline banking experience to match.

To meet these demands, banks need to provide a content rich, in-teractive user experience, which should be combined with real-timebusiness intelligence and CRM capabilities that allow them to use datato drive customer interactions in a as it happens kind of way. Not onlythis, but as the online experience inevitably shifts to mobile, banksneed to be flexible enough to support this too.

This is an abridged version of an article in Finance on Windowsmagazine. For more information, please visit ww w.onwindows.com

Enrich your Microsoft Dynamics

CRM data with the WDM

Business Connector

Simple and user-friendly search engine Possibility to incorporate it in your own internal processes Largest coverage in the Belgian market, both in width (number of

available companies) as in depth (precision and amount of data that canbe enhanced)

Button for Microsoft Dynamics CRM enabling the automatic integration ofdata from the Business Connector into your own CRM:

Advantages

Travi@ta developed a performing interface that connects Microsoft DynamicsCRM with WDMs Business Connector. The Business Connector is an efficientlook-up tool that enables you to enrich company data thanks to the preciseand complete referential data of the Belgian companies.

More info on www.traviata.eu

Our new BRM tool will allowus to develop better brokerknowledge, improve business

planning and ensure produc-tivity gains in both sales andmarketing departments.

Alexander Hof,Marketing Project Leaderat Delta Lloyd Life

We now have much betterinsight into the business and

sales activities in the eld ona daily basis... Productivityhas improved with MicrosoftDynamics CRM.

Jean-Claude Swalus,

Business Solution Managerat AXA Belgium

Travi@ta Finalistfor the MicrosoftDynamics Financial

Services Partner ofthe Year Award for2 years in a row!

Travi@tas CRM forInsurance Solution

Travi@ta rewarded 2 years in a row for CRM solution forInsurance Companies.

In 2010 and 2011, Travi@ta has been selected as a finalist for the Micro-soft Dynamics Financial Services Partner of the Year Award. Awards werepresented in multiple categories, with winners and finalists (2 in each cat-egory) chosen from a set of more than 3,000 entrants worldwide.

The Microsoft Dynamics Financial Services Partner of the Year Awardhonors partners who have exhibited excellence in providing superior solu-tions based on Microsoft Dynamics to customers in the financial servicesindustry. This award recognizes TRAVI@TA for demonstrating industryknowledge of banking, insurance, and capital markets, as well as consistent,high-quality, predictable service to Microsoft Dynamics customers in this in-dustry.

We are very proud to have been selected by Microsoft for the secondtime as one of two finalists on an international level for such an importantaward, said Wim Geukens, Managing Partner, Travi@ta. Our Travi@ta so-lution can be used for Insurance Companies in the whole world, and is basedon Microsoft Dynamics CRM. It started in 2003 with the first customer Al-lianz on CRM 1.2, AXA as a second Insurer,... Today we have many dierentinsurance companies as Belgian customers (among which AXA, Allianz, Mer-cator, Mensura, HPGB, ...) with over 3.000 MS CRM users. I

The indirect model, also calledBroker Relationship Ma-nagement or BRM, helpsInsurance Companies to man-age their relation with inter-mediaries likes brokers andagents.

The direct distribution model,called Customer Relation-ship Management or CRM,helps Insurance Companies tomanage their relation with thefinal customer (individuals orenterprises).

A mixed model of both Directand Indirect distribution is alsosupported.

Our solution is modular, andcontains many modules

A Single view of the customer A Single view of the broker Activity Management Territory Management Event Management Incentive Management Business Plan Management Campaign Management

Customer FeedbackManagement Lead Generation Sales Force Automation

Social Media Integration Customer Intelligence And moreBased on our 8 years of expe-

rience with Microsoft DynamicsCRM and Insurance Companies, we

want to extend these modules ondemand. We will continue to sellthis solution in Belgium and Luxem-bourg directly, but also in the rest ofthe world through a local MicrosoftPartner network.

Our solution will be integratedwith all sources of data that deliverthe 360 view. Some data will besynchronized on a regular basis, andother will be integrated in real time.

The CRM or BRM will not become themaster database for all data, but justfor some specific CRM or BRM data.

An example of a Singleview of the Broker modulemore in detail

This module consolidates, in asingle screen, a 360 view of all bro-ker details, with basic information

like broker name, broker number,address, e-mail, phone nr, website,etc... Typically this data will beshown in read only format, but we

provide a possibility to ask for modi-fication of certain fields through anapproval workflow.

The 360 view also contains theo ces w ith collaborators, brokersegmentation (VIP, Gold, ...), spe-cific agreements (stored in BRM orin a SharePoint document library),Broker business profile, Broker or-ganization, status and rating, cus-tomer preferred target, contractsportfolio and estimation for othercompanies (contracts branch, con-tract volumes, total premium), theconnected contact persons from theinsurance company and their role(for instance: relationship managerfor Life, Relationship manager forEmployee Benefits, Relationshipmanager for non-life), the timelinethat shows an overview of the last

activities, etcWe typically integrate with adata warehouse kind of data sourceto synchronize the production datain an aggregated format. Some in-surers do not have this, and then weask for an extract from the produc-tion data source itself, to upload thedata to CRM or BRM. ICRM for Insurance core model


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The marketing strategy of Keytrade Bank stands out through an individual and personalised approach forevery customer or prospect, in contrast to the classic market segmentation found in traditional banks. Forthis reason, Keytrade Bank needed a centralised CRM system and chose Microsoft Dynamics CRM, whichit implemented with CRM partner Travi@ta. The rst and most important phase the optimisation of the

marketing and sales paths is now complete. The system sees to it that leads, originating from varioussources (spontaneous registrations via the website, events, e-mail campaigns, etc.), are followed up fromA to Z in a proactive manner and that marketing campaigns can be strongly personalised based on correctcontact information.

In 1998, the first Belgian onlineinvestment site was set up under thename VMS-Keytrade, an initiativethat immediately strived for suc-cess on an enormous scale. In 2002,

VMS-Keytrade acquired bank sta tus

through the takeover of RealBankand changed its name to KeytradeBank. Today Keytrade Bank is partof the Crdit Agricole Group, oneof the largest banking groups in Eu-rope.

What makes Keytrade Bankunique is the combination of bank-ing and stock exchange activitiesunder one roof. In addition, duringthe financial crisis we were able toattract a great many new customers

who were turning their backs on tra-ditional banks.

Individual and personalisedCRM approach is central

The marketing strategy ofKeytrade Bank deviates considera-bly from what is common with tradi-tional banks. Seeing as the companydoes not sell any of its own invest-ment products, it considers it oneof its core tasks to inform customersregarding financial products that areon the market and in so doing to al-low customers to make a decisionabout their investments themselves.

In their marketing approach,traditional banks start out from astatic socioeconomic market seg-

mentation based on age, gender,income etc. Keytrade Banks ap-proach is totally dierent: we strivefor a segmentation on an individuallevel, according to the individualinvestment profile and the risk strat-egy that the customer indicates himor herself based on a range of con-tact moments, explains ChristopheBernard Marketing CRM O cer atKeytrade Bank.

Integrated CRM approachnecessary

The number of Keytrade Bank

customers doubled in the past3 years to reach 135,000, boththrough takeovers and organicgrowth. As a result of this, KeytradeBank found itself facing a majorchallenge: the monitoring of smoothaccess to contact information for allemployees whilst retaining integrityand security in this regard.

A collection of isolated applica-tions and manual processes in thecompany therefore had to make wayfor an integrated CRM system: this

was to allow leads originating from

a variety of channels to be registeredand followed up on an individualbasis from start to finish. In a s econdphase, Keytrade Bank also wanted tointegrate the helpdesk activities us-ing the same CRM system.

The quest for a simple yetpowerful CRM system

Keytrade Bank had clear objec-tives in mind as regards ease of use:the new CRM package had to reflectthe simplicity and flexibility thatcharacterised the sales and mar-keting processes in the still young

company. At the same time, the newsolution however had to be able toevolve to keep pace with the stronggrowth of t he company.

Christophe Bernard: Many CRMsystems are quite complex and re-quire the support of a whole CRMteam in larger organisations. Wehowever wanted it to be managed bya limited number of people.

Keytrade Bank took a close lookat a number of CRM packages andMicrosoft Dynamics CRM emergedas the winner due to its flexibilityand user-friendliness. On the adviceof Microsoft, Keytrade Bank calledon CRM partner Travi@ta to steerthe implementation in the right di-rection.

A to Z follow-up of leadsThe green light for the imple-

mentation was given in May 2009.Keytrade Bank provided a thoroughbreakdown of the various work pro-cesses in the marketing and sales de-partments, which was subsequentlytranslated into a technical analysisby Travi@ta.

The heart of the new CRM sys-tem reflects the unique commercial

approach of Keytrade Bank, whichis strongly directed towards an in-dividualised and personalised ap-proach for customers and prospects.Leads from a variety of channels telephone, website, informationsessions, trade shows, etc. are sys-tematically registered via MicrosoftDynamics CRM and are followed upfrom A to Z by the sales team.

For example, someone who re-quests a brochure via the websitemust fill in his or her details onlineto do so; this information is auto-matically recorded in Microsoft Dy-namics CRM, and after this KeytradeBank employees are able to carryout the further follow-up of the leadthemselves.

E-mail campaigns:integration withMicrosoft Dynamics CRM

Keytrade Bank carries out a verylarge number of e-mail campaigns,both aimed at broad target groups

with over 100,000 contacts and tar-geted campaigns at regional level.For this purpose, the company usesa specialised e-mail tool that wasintegrated into Microsoft DynamicsCRM by Travi@ta.

Christophe Bernard: Based onthe extensive information in Micro-soft Dynamics CRM and the infor-mation that is recorded during everycampaign, a persistent personalisa-tion of future contact moments ismade possible. In so doing we alsohave a better idea of the result ofevery marketing action and we are

able to increase the eectiveness ofany possible follow-up actions stillfurther.

Knowledge transfer in atrusted work environment

In order to allow the knowledgetransfer to go as smoothly as pos-sible, Keytrade Bank chose to havetwo employees thoroughly trained

via the Travi@ta Academy. Thesetwo people are now responsible forthe knowledge transfer to the usersof the system.

Christophe Bernard: Today 20Keytrade Bank employees use Micro-soft Dynamics CRM. The solution isstriking for its user-friendliness andas an extension of Outlook it con-nects perfectly with the trusted workenvironment of our employees.

Collaboration with Travi@taThe next phase of the Keytrade

Bank CRM project is the introduc-tion of Microsoft Dynamics CRM inthe coordination of helpdesk activi-ties and the coupling with the tel-ephone exchange. Naturally Travi@ta will also be called on to help.

Travi@ta works pragmaticallyand in a well-structured way and

their consultants are highly acces-sible. Many IT companies with abroader service oer try to take ad-

vantage by always promoting extraproducts or services. Travi@ta sticksto the project for which it was con-tacted and do a very professional jobfor that matter, concludes Chris-tophe Bernard. I

Microsoft DynamicsCRM provides proactive

follow-up of leads atKeytrade Bank

Based on the extensiveinformation in MicrosoftDynamics CRM and theinformation that is recordedduring every campaign, a

persistent personalisation offuture contact moments ismade possible.

Christophe Bernard,Marketing CRM O cerat Keytrade Bank

A number of new pieces of research have highlighted theimportant of mobile banking for companies in the nancialservice industry. When banks enable their customers to use amobile device to check balances, transfer money, pay bills, applyfor credit or manage their personal nances, they can achieve areturn on investment of as high as 300 per cent.

A study from Berg Insight also forecasts that the number of mobilebanking users in the US will grow from 12 million in 2009 to 86 mil-lion in 2015, and th e European market will grow from 7 million mobilebanking users in 2009 to 115 million users in 2015. Gartner predictsthe mobile payments industry will be worth US$245 billion in transac-tions in 2014, up from US$32 billion last year.

Developing a mobile banking channel for corporate clients is alsoa top priority and many think it has the potential to become an impor-

tant competitive dierentiator, according to a survey from Fundtech.George Ravich, chief marketin g o cer at the company, said: One inter-esting dichotomy was revealed: while only 15 per cent of those bankerssurveyed see mobile corporate banking as a revenue opportunity, ourrecent survey done in partnership with Aite Group revealed that 49 percent of corporate treasurers are willing to pay for such services. Thissuggests that banks may still not yet fully realise the business opportu-nity for mobile banking. I

This is an abridged version of an ar ticle in Finance on Windowsmagazine. For more information, please visit www.onwindows.com

An increasing number of customers are using smartphonesto bank online.

Mobile bankingon the rise


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11FINANCIAL SERVICES SPECIAL

SituationTogether with its subsidiaries,

ING Bank Turkey provides corpo-rate, commercial, and retail bankingservices. ING Bank Turkey launchedin 2007 when the global financialservices group based in the Neth-erlands acquired Oyak Bank in Tur-key, a combination of eight dier-ent banks with around 3.5 millioncustomers. Today, the bank has 327branches throughout Turkey and around-the-clock customer call cen-tre. ING Bank Turkey serves the cor-porate, commercial, and retail bank-ing markets, and is expanding intoother retail banking channels suchas credit-card and store-based bank-ing services.

As a medium-sized bank in agrowth market serving a population

of 70 million people and 1.2 millioncustomers, ING Bank Turkey has am-bitious plans to become a leader inthe provision of financial services.Tolga Durdu, Senior Vice PresidentInformation Management, INGBank Turkey, says: To outperformour competitors in financial services,ING Bank Turkey needs to operate incustomer acquisition mode, while atthe same time pursuing every cross-selling opportunity available.

In 2010, the ING Bank Turkeyretail banking team decided to work

with the IT business unit in c hoos-ing a customer relationship man-agement (CRM) system. The aim

was to give sales representatives a360-degree view of the customerand capture all interactions betweencustomers and branches. The bankalso wanted to extend the use ofthe solution beyond retail bankingto help sales to small and medium-sized enterprises (SMEs) and corpo-rate customers.

Durdu says: We wanted togive our sales force throughout thebranch network and in the corporateand SME teams the opportunity touse a CRM system as a lead-generat-ing engine. The key elements for usare integration of sales representa-

tives daily planning with tasks, sup-port in assigning individual tasksand leads to team members, andimmediate feedback on sales figuresand performance.

Senior managers set aggressivetime-to-market targets. HseyinSivri, Chief Informa tion O cer,ING Bank Turkey, says: The projectteam, which included retail bank-

ing and IT representatives, chose tocustomise an out-of-the-box solu-tion rather than build it ourselvesusing expensive developer time. Af-ter a request for proposal, we invitedfour leading vendors to demonstratetheir solutions as part of a proof-of-concept study.

SolutionThe project team decided that

the VeriPark VeriTouch applicationdeveloped on Microsoft DynamicsCRM 4.0 was a better fit than theother products it evaluated, becauseof its easy integration with MicrosoftSQL Server 2008 data managementsoftware. VeriPark a MicrosoftGold Certified Partner since 2001and a past winner of the DynamicsFinancial Services Partner of the

Year Award has in depth experi-ence with CRM having major cus-tomers in Turkey, Lebanon, and the

Gulf.Sivri says: We chose MicrosoftDynamics CRM for a number of rea-sons the fast time to market, qual-ity of service within Turkey, strongintegra tion with Microsoft O ceproducts, and low total cost of own-ership. We were also influenced bythe local support from Microsoft inTurkey, and the expertise providedby VeriPark.

ING Bank Turkey also valued theadaptability and ease of customisa-tion with Microsoft Dynamics CRM,together with the versatility of the

VeriTouch application. ArmaganGrkan, Sales Manager, VeriPark,says: VeriPark already had a verti-cal customer relationship manage-ment solution in VeriTouch that was

capable of meeting the banks re-quirements, which ensured that wecould meet the tight timetable fordelivery.

VeriPark worked closely withthe Microsoft local account team inTurkey and the Microsoft Dynamicsglobal account team in a one Mi-crosoft approach. VeriTouch man-ages several verticals in addition toretail banking, including corporateand private banking, and pensionsand life insurance. Sivri says: This

Leading retail bank ING Bank Turkey wanted to improve its market position by investing in customer

relationship management (CRM) software for its sales force, starting with representatives working in retailbanking. After a tender invol

Documents

FinServSpecial_2012