Centurion Bank of Punjab (CBoP) today spans across pan India in 160 locations. Through its nationwide franchise of 249 branches and 402 ATMs, CBoP serves approximately 3.2 mn customers that include individual consumers, SMBs and large consumers with a full range of financial products and services for investing, lending and advice on financial planning. It holds leadership position in the two-wheeler loan and commercial vehicle loan segments, is a strong player in foreign exchange services, personal loans, mortgages, educational loans and agricultural loans and credit cards.

In order to achieve its growth objectives, CBoP was seeking effective ways to cross-sell and up-sell to new and existing customers, improve campaign response rates, derive the customer's future expectation from the analysis of his current and past transaction behavior, design the dynamic product and services to match the customer need and, ultimately improve customer's loyalty of self and his household. "In addition to the cut throat competition, it was important for the bank to do a business with a long term customer relationship which should benefit both the bank and the customer," asserts Sanjay Narkar, CTO, CBoP.

Additionally, the bank was looking at creating more accurate customer segments, predicting customer behavior and understanding the variables that influence customer churn, which in turn would give us the power to create better-targeted product offers, product communications and bundled services. Consequently, the bank selected the comprehensive SAS Banking Intelligence Suite (BIS) for maximizing the profitability and strengthening its customer services.

The SAS Banking Intelligence Solution is still being deployed at CBoP and would be rolled out to around 1,000 users. The suite comprised of modules including SAS Cross Sell/ Up Sell, Customer Segmentation, Customer Retention, Campaign Management, SAS Data Quality Solution, SAS Anti Money Laundering Solution, SAS Online De-dupe system, SAS EDW as well as the SAS Reporting Server. Explains Narkar, "This is an enterprise solution and not a simple BI Tool, as it integrates with all our existing 14 main Banking Business Solutions."

SAS Solution provides CBoP with single view of their customer enabling complete visibility to customers of their consolidated relationship with the bank. It also enables the bank to translate business strategy in to measurable actions by quick monitoring of progress towards the strategic objectives. With SAS BIS, CBoP can now categorize its customers from the existing customer base and thereby develop strategies and campaigns to suit individual customer requirement. This would enable the bank to identify and execute cross/up selling opportunities, channel preferences based on customers' profitability and risk potential.

With the help of marketing automation, CBoP is able to efficiently implement and measure multi-channel, multifunction campaigns for customer acquisition and retention objectives. The availability of accurate and consolidated customer data and information enable the bank to further strengthen the cross sell scenario leading to multiple product and services subscription by the customer which in-turn boosts profitability. On-line De-dupe helps to impalement the Know Your Customer (KYC) norms laid down by the RBI. "With the SAS reporting solution, we are also deploying an enterprise and common reporting platform across all the business solution, which takes care of the MIS and report distribution with required controls and data security," adds Narkar. SAS solution is also Web services complaint, which helps in future deployment directions of SOA implementation

Rajneesh De
rajneeshd@cybermedia.co.in

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