SO LUTI O N BLUE P RI NT

B A NK I NG

Finacle CRM - Specialty Banking

Industry Banking Business Challenge A CRM solution for a bank needs to be built to suit various banking operations such as customer support requests for multiple asset and liabilities products, unique processing methods for various types of loan products, online or batch interfaces to various applications like core banking, credit cards, document imaging, etc. Technology Solution Finacle* CRM - Specialty Banking Enterprise Hardware Platform Scalable Intel Architecture servers

SOLUTION

ARCHITECTS

MEETING NEW MARKET DEMANDS

Solution Blueprint:
Finacle* CRM - Specialty Banking

The Finacle* CRM Customer Relationship Management (CRM) solution from Infosys Technologies Ltd. is a web-based CRM product designed for the retail banking industry that supports end-to-end sales, marketing and customer service processes. Powered by a rich workflow engine, the solution can interface with third-party core banking, credit card, mutual fund and telephony systems, such as Computer Telephony Integration (CTI) and Interactive Voice Response (IVR) systems, and is based on powerful client and server technologies from Intel. Servers based on the Intel Xeon processor family deliver the performance, reliability, and availability this enterprise solution relies on, and offer the headroom and flexibility to handle future software optimizations for business growth. The Intel Pentium 4 processor-based desktop systems used as clients in this solution have the performance capacity to support Extensible Markup Language (XML), sales automation, marketing automation, as well as graphical display of workflow and call center reports. Based on standard industry architecture, both of these mature platforms present an established track record of reliability and stability.
THE BUSINESS CHALLENGE

Solution Provider:
Infosys Technologies Ltd.

Generic CRM solutions in the market today that are tailored for the banking domain fall short of meeting the unique needs of banks without extensive customization. Various banking-specific operations that are difficult for generic applications to support include:
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Customer support requests for multiple asset and liability products. Unique processing methods for various types of loan products. Online or batch interfaces to various applications such as core banking, credit cards and document imaging.

At the same time, banks are challenged to improve services, cut costs and intelligently cross-sell products, and are increasingly turning to CRM solutions to achieve these goals. Ideally, banks need to trigger various back-office operations based on requests placed by customers at the front office, the call center or the web site, so that:
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Paperwork (and time to process information) can be reduced. Customer, sales and loan application information can be transparently visible across the bank, so that services can be improved. Customer interaction can be handled more effectively. By providing a comprehensive view of a customer complete relationship in terms of products owned and s transactions on various products over a period of time, each customer can be handled more effectively-while at the same time allowing the institution to more accurately assess the value of the relationship.

THE SOLUTION OVERVIEW

The Finacle CRM solution is a banking-specific CRM product that helps banks streamline operations, cut costs and serve customers better. Customer support, sales, marketing and origination modules tailor-made for the banking business are built on a common code base and are powered by a sophisticated workflow engine that automates a number of business activities. The solution includes a reporting engine, support for multiple hardware and software platforms, document imaging systems and reporting tools. The Finacle CRM solution is a part of a suite of banking products and is based on open standards architecture to enable interfaces with other software systems in the bank. Being a part of the Finacle suite of solutions from Infosys, it seamlessly interfaces with other products in the suite like Finacle core banking, Finacle eCorporate and the Finacle eChannels products. Since the banking business involves a number of standardized multi-step processes with many departments or many individuals within a department required to perform a number of standardized activities, the Finacle CRM solution seeks to automate these processes using its workflow engine. Customers and prospects touch a bank through multiple communication channels. The Finacle CRM solution handles customer queries from a variety of channels:
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Telephone CTI Email Messages Web-Based Forms Branch Office Walk-Ins Fax

Customers can query any product they own: credit card, a mutual fund or an insurance policy in addition to standard savings, current and term deposit accounts. Data for these products reside in various specialized software applications. In real time, the Finacle CRM solution can access multiple back-end applications and supply the information demands of customers. The application can be accessed by typing a URL into Microsoft* Internet Explorer browser. This enables a bank to offer centralized CRM functionality from any location. The Finacle CRM solution minimizes processing time of loan application forms. The workflow engine contributes to a more efficient flow of information between individual users and teams in banks, thus improving productivity. The key features of the Finacle CRM solution are:
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Architecture: The Finacle CRM solution is based on an n-tier architecture with clear separation of the presentation, application and database layers. The Java*-based client ensures that the server and database can be deployed in a central location with users geographically distributed in locations accessing the application through a web browser. Customer Dashboard: The customer dashboard provides a comprehensive view of all product groups such as savings account, current account, term deposit, insurance, mutual funds, credit cards and so forth. The dashboard also gives a single-window view into the top service requests, sales opportunities and products owned in n addition to basic customer profile information.

Customer Support Module: Support manual and automatic creation of service requests for a variety of products and issues. These requests can be made across communication channels such as email, branch, CTI, fax and web sites. Sales and Origination Module: The powerful workflow and process automation features allow a bank sales team to effectively manage sales opportunities to s closure. A number of application templates for products such as credit cards and home loans originated from multiple channels with pre-built workflows for processing these applications makes this module uniquely suited to the sales automation needs of today banks. s Marketing Module: Banks can sort and view customer lists using various parameters to create finely tuned segments, build templates once and use multiple times with personalization, execute both telemarketing and email campaigns, track responses and auto-create sales opportunities, appointments or tasks and assign to employees in specific locations automatically. Interfaces: This solution provides a variety of mechanisms to access and integrate the bank storehouse of all customer information. The Finacle CRM solution closely s interfaces with Finacle core banking and with Finacle eCorporate and Finacle eChannels products from the Finacle suite of products. Adapters to leading document imaging systems and computer telephony software are available.

TECHNOLOGY

The Finacle CRM solution is a CRM product designed for the banking industry and uses industry-standard technologies such as Java, Extensible Markup Language (XML), Extensible Stylesheet Language (XSL) and Secure Hypertext Transport Protocol (HTTPS) to deliver advanced solutions to the banking sector. The application runs on the Microsoft Windows* 2000 Advanced Server operating system and uses the Microsoft SQL Server* 2000 relational database management system. The clients are Java-based clients, and client machines can run any Microsoft Windows operating system. The product is built on industry-standard technologies. The client uses XSL, JavaScript* and Hypertext Markup Language (HTML). Java servlets are used quite extensively. The entire business logic layer is written using Java. The database layer has SQL programming. Following is an indicative listing of hardware and software components that the Finacle CRM solution uses. Detailed hardware and software requirement can be provided on request. Intel Architecture Provides the Following Advantages: Intel Xeon processor: l Robust servers with uncompromising reliability, scalability and performance. l Industry-leading technologies and platform integration for cost, power and performance benefits. l Standard building blocks for an open, layered, modular, loosely coupled infrastructure for the data center. l Market-leading performance and price/performance-due to economics of scale in volume terms, an open architecture and a competitive marketplace.

Hardware Requirements Application and Web server: Intel Xeon processor family-based servers. Intel Xeon processor platforms deliver scalable performance for enterprise applications demanding price and performance leadership. Intel Xeon processors provide Hyper-Threading technology, which maximizes application performance by using the microprocessor and its resources efficiently. Database Server: Intel Xeon processor family based servers with hard disk drive capacity appropriate for the volume of data to be managed. Client Systems: Intel Pentium processor family based clients. Software and Tools Application Server: l Microsoft Windows 2000 Advanced Server. l Microsoft Internet Information Server (IIS*) 5.0. Database Server: l Microsoft Windows 2000 Advanced Server, Service Pack 2. l SQL Server Enterprise Edition 2000, Service Pack 2.

Client Systems: l Operating System: Microsoft Windows 2000 Professional with latest service pack. l Web Browser: Internet Explorer (IE) 5.5, Service Pack 2 or IE 6.0.

WHO THE SOLUTION WILL BENEFIT

Case Study / Proof Points

Th e s o l ut i o n ha s b e e n t e s t e d successfully for performing a very

The Finacle CRM solution is for banks of any size that are:
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Looking to deploy a centralized CRM solution. Looking for end to end CRM functionality and not a point solution.

large number of write-to-database operations. Companies who have

For banks that are looking to obtain a single view of the various relationships (such as products owned) of a customer, the Finacle CRM solution seamlessly interfaces with the other components of the Finacle product suite. For banks looking to automate processing of service requests from customers, the Finacle CRM solution supports a number of pre-defined processes for a number of asset and liability products. These processes are accessible by bank employees, whether in the front office, at the call center or in the back office receiving inbound email or web forms. For senior managers who would like to see a summary of customer information, the customer dashboard provides a list of recent incidents, opportunities, accounts held and so forth.
SOLUTION BENEFITS

deployed this solution include:

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National Commercial Bank, Jamaica http://www.infosys.com/media/ gnprsNCB26june-02.pdf

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UTI Bank, India Global Trust Bank, India Union Bank of India, India

Links to case studies can be found at: http://www.infosys.com/clients/ financial_services.asp

The Finacle CRM solution enables banks to gain comprehensive insight into relationships with customers, prospects and contacts so that banks are empowered to deliver effective customer support, better manage sales opportunities and plan, and execute powerful marketing across branches and communication channels. Benefits include:
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Improved Customer Service. The Finacle CRM solution empowers every single department in a bank to better service customers by being fully equipped with relevant customer information such as products owned, customer demographics and overall customer value. Improved Operational Efficiencies. Bank departments such as marketing, loan processing, customer support and partner agencies such as Direct Sales Agencies (DSAs) can derive maximum benefit in improving operational efficiencies by using pre-defined banking-specific templates and process flows. Improved Effectiveness of Marketing Programs. The Finacle CRM solution helps by providing mailing and calling list management functionality, templates for creating messages that can be reused, message personalization through merge features and campaign execution over email and telephone. The workflow engine automates sales opportunity creations consequent to a campaign execution, thus closing the loop on marketing campaigns. A Comprehensive, End-to-End Solution. The Finacle CRM solution supports receipt of application forms and queries from multiple channels such as web sites, email, branch walk-ins and call center, and through offline upload of applications. Enhanced Decision-Making Process. The robust workflow engine ensures that the bank is able to automate most business processes. Escalation messages and various checks and balances in the workflow ensure that sales opportunities are tracked to a logical end.

FUNCTIONAL BUSINESS CONCEPT

The functionality of the Finacle CRM solution spans a variety of delivery channels, including functional modules for:
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Marketing Sales Origination Support

It also includes an infrastructure layer that provides the following functions:

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Analytics System Administration Knowledge Management Automation Customization

The solution interfaces with back-end systems through an interface layer that handles all interfaces with third-party systems.

USER EXPERIENCE

Figure 1. This 360 degree view gives a bank insight into the customer profile, service requests, sales opportunities, marketing campaigns and loan applications submitted since the customer was first created in the system. This screen also informs a bank of all contacts associated with a particular customer so that banks can use this information to make cross-sell and up-sell decisions.

Figure 2. In this view of customer information, note that the bank can view the list of all products owned by a customer. Information on these products can originate from multiple applications such as core banking, mutual funds, insurance and credit cards.

Figure 3. Show the various actions possible on sales opportunities. The tab in the lower pane shows loan application process details.

Figure 4. Detailed view of the typical steps, an application for a loan or a credit card goes through as it is processed by the Finacle CRM solution. Steps in a process may execute either within Finacle CRM or can make calls to third-party systems, complete a process there and then return control to Finacle CRM.

SOFTWARE ARCHITECTURE

CTL Agent Browser Presentation Layer JavaScript*/ XSL/HTML/XML Server with Servlet Engine Business Workflow Engine

Web Adapter

Email Messaging Platform Email Campaign Manager

Chat

System Monitor

Business Logic Business Logic Layer Query Builder Business Objects Security JDBC Database Layer Batch Programs Adapters Fax Third Party Systems

CRM Database

Interface Database

The above is the Finacle CRM software architecture diagram. The 3-tier architecture supports distinct presentation, business logic and database tiers. The presentation layer utilizes JavaScript, HTML and XSL. Customers and prospects contact the bank through multiple communication channels. All communication is routed through the messaging platform to the workflow engine and the business logic layer where routing rules are applied. Finacle CRM has an off the shelf adapter to a CTI middleware, that talks to the Intel Dialogic CT connect CTI product. If the caller telephone number is identified, then s this information is passed directly to Finacle CRM and a context sensitive screen pre filled with caller details (customer/prospect/contact) is popped on the agent desktop. s The entire IVR trail information is also passed into Finacle CRM when the caller chooses to talk to a live agent. Finacle CRM also has an off the shelf adapter to the Intel Dialogic CPi series of fax cards. This allows us to send and receive fax messages directly from the CRM system. New service requests can be created and various types of letters can be faxed to customers. The web adapter allows the bank to create web forms and receive loan applications, service requests and other inquiries from websites. Using the workflow engine, service requests or sales opportunities can be automatically created from such structured emails and appropriate pre-defined processes can take over and start processing these inbound messages. The interface database is a powerful utility which banks can use as an intermediate location while moving data from and to third party systems. The solution supports a wide range of client devices, such as: Intel Pentium 4 processor-based desktop systems. Intel Pentium 4 processors offer the performance capacity to support compute-intensive and graphically rich applications such as this CRM solution.

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SYSTEM ARCHITECTURE

The diagram shows a typical hardware and network configuration for the solution using Intel Xeon processor family-based servers. Servers powered by the Intel Xeon processor based systems deliver the performance, reliability and availability upon which this enterprise CRM solution relies, and offers the flexibility to handle future software optimizations and business growth. Although the configuration shown is typical, this configuration can be easily tailored to meet other requirements. To meet the needs of a variety of users, a range of client systems can be used, including Intel Pentium 4 processor-based workstations, desktops, laptops and tablet PCs. The database server uses Microsoft SQL Server clustering for high availability and reliability. All communication from external websites will be routed through a firewall and then to the application server. A single deployment of Finacle CRM can have multiple application servers pre-configured to support a fixed number of users. The database server runs on Microsoft SQL Server 2000. Communication to third party systems is through an interface layer which comprises XML based APIs. ISO 8583 and batch uploads/downloads are some of the other mechanisms through which integration is done.

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SUMMARY

The Finacle CRM solution provides banks with a powerful CRM tool targeted to meet the banking industry specific requirements. Its open standards architecture supports s integration with other software systems, boosting return on investment in infrastructure. Finacle CRM includes customer support, sales, marketing and origination modules that are powered by an innovative workflow engine able to automate key business activities. A reporting engine, supports for multiple hardware and software platforms, and document imaging systems deliver unprecedented flexibility. Intel Xeon processor family-based servers enable high transaction rates, fast response times and uncompromising dependability that demanding CRM applications like Finacle CRM require, and also provide the flexibility and scalability needed to deliver optimum solution performance and return on investment.
LEARN MORE ABOUT THIS INNOVATIVE SOLUTION

For general information about the products described in this solution blueprint, visit: www.finacle.com www.intel.com/go/solutionblueprints If you have specific questions about implementing this solution within your organization, contact your Intel representative or email us at: solutionblueprints@intel.com

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Infosys and the Infosys logo are trademarks or registered trademarks of Infosys Technologies Ltd. Copyright 2003 Infosys Technologies Ltd. All Rights Reserved. Intel, the Intel logo, Pentium, Dialogic and Xeon are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries (regions). Copyright 2003 Intel Corporation. All Rights Reserved. * Other names and brands may be claimed as the property of others. Information regarding third party products is provided solely for educational purposes. Intel is not responsible for the performance or support of third party products and does not make any representations or warranties whatsoever regarding quality, reliability, functionality, or compatibility of these devices or products.