Techombank: CRM

Transformation Roadmap
How Accenture helped
Accenture worked collaboratively with
Techcombank to define the banks target
CRM vision and operating model, and
build the transformation roadmap for its
implementation. The engagement included
three phases:
1. Validation, assessment and
benchmarking. Accenture validated
the banks strategic vision for CRM
transformation and benchmarked the banks
operating model capabilities against leading
banks around the world.
2. Target design and roadmap
development. Accenture developed a target
state for Techcombanks customer-centric
operating model and a roadmap to achieve
it. The roadmap identified:
Priorities for initiatives and investments.
Quick wins, notably improvements to
credit and debit card processing, and
enhancements to the banks relationship
management model.
Mid- and long-term initiatives,
including aligning collaboration and
customer management strategies for
the personal financial services (PFS) and
small-medium enterprise (SME) units.
3. Business case development. Through a
series of collaborative workshops, Accenture
assisted Techcombank to clarify the leading
outcomes of CRM transformation, including
revenue uplift and operational efficiencies.
High performance delivered
Techcombank now has a clear roadmap to
implement a CRM tool to automate sales,
service and marketing capabilities.
This includes:
A clear understanding of its current
capabilities and its performance relative
to industry leaders.
A well-defined CRM target state
that accounts for both business and
technology functions.
Detailed functional requirements to
guide the RFP process.
About Accenture
Accenture is a global management
consulting, technology services and
outsourcing company, with approximately
275,000 people serving clients in more
than 120 countries. Combining unparalleled
experience, comprehensive capabilities
across all industries and business functions,
and extensive research on the worlds
most successful companies, Accenture
collaborates with clients to help them
become high-performance businesses and
governments. The company generated net
revenues of US$28.6 billion for the fiscal
year ended Aug. 31, 2013. Its home page is
www.accenture.com.
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High Performance Delivered
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Client profile
Techcombank has received numerous awards
for being the best domestic bank in Vietnam
and is considered a pioneer in embracing
technology to improve operations.
Business challenge
Techcombank recognized that its CRM
capabilities could be further improved to
deliver the best customer convenience and
further growth.
Techcombank sought a roadmap to
implement a customer relationship
management (CRM) tool to automate sales,
service and marketing capabilities. The bank
chose Accenture because of its extensive
experience in CRM across Asia Pacific, its
unique ability to provide benchmarking
against others in the industry, and its
multidisciplinary team of banking, strategy
and IT specialists.