Fortis Retail Banking

Retail banking, Belgium
Focus: data warehousing to support customer relationship management

Fortis Retail Banking has been working with Deloitte Consulting, a SAS Platinum Consulting Partner, since 2006 to define a business intelligence vision and build an architecture to support customer relationship management (CRM). 

In 2007, Fortis chose SAS to enhance the structure, quality, richness and delivery of customer and financial data for reporting, campaign management, performance management and data mining.

The focus for 2008 includes: 

• Implementing SAS®9. 
• Building a new data warehouse. 
• Decommissioning existing platforms and data marts. 
• Establishing a Business Intelligence Competency Center to leverage current BI and data warehouse resources across the organization.

“Consistent, comprehensive data is required for every piece of our CRM program,” says Benoit Bebronne, Program Manager, Data Resource Management within the CRM program. “The data warehouse will further improve the quality of our target lists for each new campaign, provide reports for sales and marketing activities, and offer transparent intelligence to managers and executives who monitor and steer the business.”

Improving CRM maturity can be seen as an enabler for the company’s double-digit growth strategy by reviewing segmentation, aligning services and distribution channels with customers’ expectations, and serving customer segments with a tailored value proposition.

“We expect to see cost reductions, increased revenues and an improved quality of customer contacts – all while increasing customer satisfaction,” Bebronne concludes.

Benoit Bebronne, Program Manager, Data Resource Management within the Fortis CRM program