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Case Studies

 

CRM across Europe

CRM across Europe

CDC Software for ING Investment Management

 

Introduction

ING Group is a global financial services company that provides a wide array of banking, insurance and asset management services in over 50 countries, with more than 35 years’ experience in managing pension fund assets in the world’s most sophisticated pension markets.

ING Investment Management (ING IM), founded in 1994, is ING Group’s largest global asset management organisation, with more than €367 billion assets currently under management.

ING IM has a regional structure, with ING IM Europe, ING IM Americas and ING IM Asia Pacific serving their respective regions. ING IM Europe manages over €143 billion in a variety of products for pension funds, insurance companies, foundations and fund distributors, as well as approximately €92 billion of institutional money for more than 520 institutional clients.

ING IM Europe employs approximately 700 people in 13 countries.

Over 200 experienced investment specialists are involved in the daily monitoring and implementation of the company's investment strategies, and more than 100 client-servicing professionals ensure that its clients receive individual attention and first-class service at all times.

Background

ING IM's European client service teams pride themselves on building long-term relationships with clients by offering a personalised customer service that forms the foundation for strong contacts.

 

ING IM Europe believes that this combination of personalised customer service and global investment know-how is one of ING Investment Management's major strengths.

Challenge

To offer a truly personalised service, ING IM Europe needed to provide its client service teams with easy access to up-to-date, relevant customer information.

 

However, even though a wealth of client data was being held at ING IM's European head office in the Netherlands, this information could not be accessed from any of its other 12 European offices.

Worse still, any customer records that did exist were spread across a number of different applications and databases.

As such, managing CRM across Europe required a mix of manual processes and unstructured systems that were stopping ING from getting the most out of its customer data.

The need to share data across international borders raised other challenges, as well.  As a major player in the financial services sector, regulatory compliance is an absolutely critical – and complex – issue for ING IM in Europe.

Not only are the rules complicated (ING IM Europe's French office, for example, is not legally allowed to view data on any of the company's Italian clients), but also legislation changes frequently and often differs from country to country.  ING IM Europe needed a CRM solution that would be able to cope with this issue, as well.

Strategy

From the beginning, ING IM Europe had two main objectives for its CRM strategy.  Firstly, the company wanted to optimise the way that its customer information was being used internally (including the production of management reports), and secondly, ING IM Europe wanted to use this information to impact positively on customer service, without detracting from its commitment to compliance.

From the beginning, ING IM Europe had two main objectives for its CRM strategy.  Firstly, the company wanted to optimise the way that its customer information was being used internally (including the production of management reports), and secondly, ING IM Europe wanted to use this information to impact positively on customer service, without detracting from its commitment to compliance.

Saratoga CRM, part of CDC Software is now helping ING IM Europe to achieve both of these goals on a daily basis, thanks to its ability to streamline, automate and transform sales, marketing and customer support processes, even for a company as complex, geographically distributed, and multilingual as ING IM Europe.

ING IM Europe was immediately impressed by how easy it was to add to the Saratoga CRM database, and by how fast the system was.  The ability to extend the system to include BlackBerry handheld devices was another key benefit.

Plus, although the product offered comprehensive functionality from day one, ING IM Europe also had the ability to customise the product to meet its specific needs regarding compliance.

 

Results

 

ING IM Europe is already seeing the benefits of Saratoga CRM within its sales and marketing initiatives, and has recently begun using the software to manage its direct mail campaigns.

The next step will be to extend the use of the system into more sophisticated areas, such as scheduling and following up meetings, and for more complex analysis of its marketing activities.

The fact that Saratoga CRM uses common sales language has also made it easy to use.  As a result, it was easy to standardise, retrieve, and analyse information. 

Plus, Saratoga CRM was able to handle the compliance issues that ING IM Europe had highlighted as absolutely vital.

Conclusion

Saratoga CRM has provided ING Investment Management with a flexible and comprehensive CRM solution that will help to increase the Company's sales, marketing and service efficiency in Europe, without detracting from its commitment to regulatory compliance.

Saratoga CRM  is able to create a central point of information that will help ING to maximise the potential of their customer data, and to improve customer service by providing off-the-shelf convenience, and combining it with the ability to have bespoke functionality added at a reasonable price.

AJR
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