OREANDA-NEWS. July 18, 2011. Kaspi Bank, a major retail bank of Kazakhstan, launched the "Analytical CRM" system based on a SAS Campaign Management solution. This tool will allow the Bank to carry out marketing campaigns of any complexity and effectively use all channels of communication with customers. The Bank employees will be able to promptly analyze campaigns' results and modify them to reach the maximum response. Glowbite, a SAS partner, has implemented the project, reported the press-centre of KASE.

Implementation of SAS Campaign Management is another step towards tailor-made customer service; two years ago kaspi bank introduced SAS Credit Scoring. Now each client gets through targeted marketing channels the product he needs and at the moment when the client is most interested in purchase.

The system keeps all offers updated, and replaces them when needed.

During implementation of SAS Campaign Management a dimensional display window was installed which allows marketing specialists to define without IT specialists involved the focus groups and select most interest products with most appropriate parameters for them (terms, rates, limits). Time from idea to the actual launch has been reduced tens of times.

"We understand very well: a private bank can develop in harsh competitive circumstances only, when each client is offered individual services base on through understanding of client's needs, the history of his relations with our and other banks", - comments Management Board member Mamuka Kirwalidse.

"The system allows us not only to analyze information by clients, segment them, and determine most appropriate products for them, - says Alexander Emeshev, business manager. - It allows us to promptly deliver our personal offers to each client through most appropriate channel and by use of the most effective method".

"In the West, where they began to switch from the CRM to the PCM (Personal Customer Management), targeted marketing is one of the most important channels for promotion of services to retail customers, - says Yuliy Goldberg, director for interaction with financial sector of SAS. - Since 2010, this trend has been popular in Kazakhstan and Russia. Kazakhstan has one of the most developed banking systems in the CIS. Implementation of the Analytical CRM in JSC "Kaspi Bank" certainly gives it additional competitive advantages and will allow it to expand the customer base and increase profit according to its development strategy".