Banco Espírito Santo Improves the Effectiveness of its Marketing Campaigns with Oracle Siebel CRM 8.1

Lisbon - 25 April 2012

Largest Portuguese Bank by market capitalization Implements Oracle CRM Solution to Address Market Challenges and Improve Sales

Oracle has today announced that Banco Espírito Santo (BES), the largest Portuguese bank by market capitalization, and the preferred Iberian bank for analysts and investment managers has chosen Oracle Siebel CRM 8.1 to help streamline and improve its marketing campaigns, while supporting the growing requirements of its clients in a rapidly changing marketplace.

With strong growth in its major markets, BES needed a modern, cost-effective, scalable and reliable CRM solution for its retail operations that would optimize its client relationship management through the integration of all customer touch-points and channels, thereby improving the success of campaigns leading to increased sales.

Just nine months after the implementation of Oracle Siebel CRM 8.1, BES has seen a considerable increase in sales resulting from its marketing campaigns, with orders rising due to the improved customer service.

As Oracle Siebel CRM 8.1 has enabled the bank to run up to 170 campaigns simultaneously, BES expects to see a further significant increase in revenue over the next year.

The Oracle solution has increased BES’ capability to convert each one of its customers’ contact points into a sales process. In just six months, BES was able to almost double the lift of 'traditional' marketing campaigns, supported through micro-segmentation, by enabling the targeting of specific groups of customers at the time they engaged with the bank.

In a constantly changing landscape where multi-channel banking is increasingly popular (including ATM, email, mobile and in-branch banking) it is important to ensure all customer contact points can be joined to provide a unified communications platform. BES is now implementing within the new CRM system Oracle Real Time Decision Server 11g in their internet banking area. BES expects to improve further more the sales and the client’s satisfaction level by leveraging the traffic from their internet banking website.

With Oracle Siebel CRM 8.1, BES has the ability to update and create reports daily from its branches. This provides a useful tool for monitoring the effectiveness of marketing campaigns, delivering a granular breakdown to the customer level.

BES has further benefitted through the levels of automation delivered by Oracle Siebel CRM, allowing it to streamline its business processes, thereby enabling cost and time savings. The automation of integrating channels also facilitates the real-time assessment and implementation of marketing campaigns, enabling BES to make any necessary adjustments.

The BES implementation of Oracle Siebel CRM 8.1 was carried out by Oracle partner by Novabase, a Gold level member in Oracle PartnerNetwork (OPN).

BES is using the following Oracle products: Siebel Email/Web Offer Designer 8.1; Siebel Campaign Management 8.1; Siebel Marketing Resource Manager 8.1; Siebel Marketing Server 8.1; Siebel Email Response 8.1; Oracle Real Time Decision Server 11g; Siebel Financial Services CRM Base 8.1; Siebel Lead Management 8.1; Siebel SmartScript 8.1; Siebel Server Sync – Microsoft Exchange Server 8.1; Siebel SmartScript for Customers 8.1; Siebel Financial Services Web Marketing 8.1; Oracle Finance Marketing Analytics Fusion Edition; Oracle Business Intelligence Suite Enterprise Edition Plus 10g.

“Oracle Siebel CRM 8.1 was the best solution to address the critical challenges faced by BES. The solution has been widely implemented, tested and used, and so offers us the whole range of capabilities we require at no risk to our business. Oracle Siebel CRM 8.1 has proved to be ideal for a bank of our size, and has rapidly delivered results that have contributed significantly to our overall performance.” - João Manaças, responsible for the CRM Project, Marketing, Banco Espírito Santo.

“In today’s highly competitive landscape, a comprehensive CRM solution is a must for organizations that want to excel in the market Oracle Siebel CRM 8.1 is the perfect tool for large organizations such as Banco Espírito Santo, that aims to provide the best service to its customers through multiple channels and ensure that sales and marketing campaigns are successful,” says Vitor Rodrigues, Country Leader at Oracle Portugal.

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