Bank of Scotland looks to Siebel for marketing edge

Bank of Scotland looks to Siebel for marketing edge

Bank of Scotland's business banking unit has deployed Siebel eBusiness Applications to target potential customers for its new interest-bearing business current account service.

The Scottish bank is using Siebel eFinance to create a single, multichannel view of the customer. The software - which was switched live after a 70-day implementation effort - is being used by 140 sales and service professionals at two UK call centres for managing, synchronising, and coordinating customer interactions across multiple channels - including email, branch network, telephone, post, and fax. The package provides users with detailed profiling and a complete activity record of each customer interaction across communication channels.

James Farrar, senior director, Bank of Scotland, comments: "Through the merger of Bank of Scotland and Halifax, the new HBOS Group aims to achieve over $200 million in additional profits within business banking. The enhanced service and customer loyalty provided by Siebel eFinance - together with its rapid deployment capabilities - are integral tools in helping achieve that additional profitability and challenging the `big four' clearing banks."

The package has been applied to help business banking track opportunities received from the branch network and manage inquiries generated from outbound telesales and other marketing campaigns. Drawing on existing customer records from 26 business units within the HBOS group, the bank has created a real-time, detailed view of targeted small and medium-size business prospects.

At this stage in the service, the emphasis is on targeting and acquiring new customers, says Farrar, with call centre staff conducting a substantial volume of outbound telesales calls every day.

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