Improving Kotak Bank’s campaign efficiency

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Overview:

The Kotak Mahindra group is one of India’s most reputed financial conglomerates. In February 2003, Kotak Mahindra Finance Ltd, the group’s flagship company was given a license to carry on banking business by the Reserve Bank of India (RBI). This approval created banking history since Kotak Mahindra Finance Ltd. is the first non-banking finance company in India to convert itself in to a bank as Kotak Bank Ltd. Kotak Bank has over 440 branches and 967 ATMs, which are spread all over India, not just in the metros but in Tier II cities and rural India as well.

Challenge:

Kotak Bank was facing issues in improving campaign targeting and accuracy. The existing contact centre and relationship management system in Kotak Bank was not compatible with the recently implemented EMM solution. EMM or Enterprise Marketing Management involves the use of software to manage a company’s end to end internal processes which allows them to engage in holistic and real-time-based marketing campaigns. But

  • The list of target customers generated by the EMM Suite could not be integrated with the contact centre and relationship management system for facilitating personalized outbound interaction
  • Customer interaction history, offer treatment and campaign details from the Contact Centre and relationship management system could not be integrated in to EMM Suite to facilate better targeting of campaigns.

In order to provide good customer service and relationship management services to its clients, Kotak Bank had invested in Siebel Contact Center so its Call Centre agents could handle service, support, and sales interactions seamlessly across all communication channels, They had invested in the IBM EMM Suite. In this, a key module was the IBM Campaign with cross-channel campaign management capabilities that could target millions of individuals, with the right message at the right time through the right channel.

But Siebel Contact Center was a closed system and was not compatible with the IBM Campaign and could not be integrated. Xerago was approached to provide a solution.

Solution:

After studying the situation Xerago realized that the creation of a closed loop marketing system by integrating IBM Campaign and Siebel Contact Center would be the ideal solution. The seamless solution should facilitate easy access between systems that would enable Kotak Bank to reach out to the customers with right offers at the right time through the right channel.

There were no 3rd party connectors or software readily available for the integration of Siebel Contact Center and IBM Campaign – so Xerago had to create a solution to solve this problem.

Xerago comes with rich experience acquired over the years through the implementation, customization and configuration of various generations of IBM Unica under different kinds of environments. Drawing from this, we developed a custom web service to establish connectivity and dialog between the systems. This web service was based on WSDL standards and through this –

  • The Siebel Contact Center application would communicate appropriate treatment, offer and campaign details with IBM Campaign
  • IBM Campaign would communicate the customer / prospect list to Siebel Contact Center using this web service and temporary tables schema.

Results:

Xerago was able to achieve a seamless integration between IBM Campaign and Siebel Contact Center at Kotak Bank. This integration facilitated Kotak Bank to run multi-channel campaigns with improved targeting and accuracy. Xerago’s solution was of significance as the client’s existing Siebel Contact Center system was undisturbed and the entire endeavor was achieved in record time with zero tinkering to the code base.

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