Computer Associates International, Inc (CA) today announced that Cr'edit Lyonnais is enhancing the performance of its sales consultants with an intelligent CRM system built on CA`s CleverPath Aion Business Rules Expert (CleverPath Aion BRE).
The system uses a combination of business rules and market statistics to enable consultants to more effectively match the bank`s financial offerings with customers` needs.
With more than 1 800 branch offices across France, Cr'edit Lyonnais uses an information-based marketing strategy focused on data modelling and mining techniques that leverage the bank`s vast data warehouse. In accordance with this strategy, the marketing department needed to combine its "palatability scores" (which measure how financial products match a specific customer profile) with its business rules. By combining these two elements, the bank`s consultants can improve customer relations and increase sales by better anticipating their customers` needs and expectations.
Cr'edit Lyonnais sent a "request for proposal" (RFP) for such a solution to CA and other leading software companies. The comprehensive RFP described the solution`s technical requirements, such as seamless integration with Cr'edit Lyonnais` existing diverse server environment, as well as the bank`s selection criteria - which included the ability for non-computer specialists to easily use and modify the application without relying on the IT department.
After detailed analysis of the vendors` responses, the bank selected CA`s CleverPath Aion BRE. "CleverPath perfectly matched our criteria," said Claire Pittelioen, CRM manager at the Cr'edit Lyonnais Marketing Department. "We also chose CA for its commitment, responsiveness and ability to provide assistance throughout the project cycle. CA took charge of everything, which allowed us to control our costs."
CA Services quickly installed CleverPath Aion BRE and assisted Cr'edit Lyonnais throughout the design and implementation process. A joint CA Services/Cr'edit Lyonnais team developed the "Score Management" application, which includes a dozen decision trees, each of which can contain dozens of rules.
The benefits of the CleverPath-based system include increased response rates, especially from direct marketing campaigns.
"Our campaigns are much better targeted since we have been using the CleverPath-based system," said Pittelioen. "Our ability to match products to market segments is vastly improved, and the system is easy to adapt for each new project." Another benefit is improved efficiency and throughput: the bank`s consultants can now view more than 100 000 records per day.
"Cr'edit Lyonnais has delivered an extremely intelligent CRM solution to enable front-line salespeople to maximise every customer interaction," said Derek Masters, General Manager of CA France. "This implementation shows how companies can use CA`s CleverPath technology to significantly improve their customer relationships and bottom line business performance."
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Created 6 July 1863 in Lyon, Cr'edit Lyonnais has three major lines of business: network banking in France, financial and investment banking, and asset management. Cr'edit Lyonnais has 1 834 branch offices, 895 professional sites, 6 million consumer customers and 318 000 professional accounts in France. Cr'edit Lyonnais is also an international player whose network covers four major geographical areas: North and South America, Asia, Eastern and Western Europe, and Africa and the Middle East, representing over 50 countries worldwide. For further information, visit http://www.creditlyonnais.fr.
CA
Computer Associates International, Inc (NYSE:CA), one of the world`s largest software companies, delivers software and services that enable organisations to manage their IT environments. Focus areas include network and systems management, storage and security management, portal and business intelligence, and application lifecycle management. Founded in 1976, CA is headquartered in Islandia, New York, and operates in more than 100 countries. For more information on CA, please visit http://ca.com.