18 March, 2021
Otkritie Bank has supplemented a set of geo-tools for sales with a comprehensive MLead solution from the Russian developer Marketing Logic. The new platform automates the work of field employees of the bank's corporate sales department: it sets and controls tasks, offers optimal meeting routes, sends the necessary information to customers and prepares reports.
The complete solution consists of 5 main blocks: a database, a mobile application, reporting, an optimization module, and a geoplatform. The service covers the process of interaction with small, medium and large businesses from working with the database to concluding a contract.
«When choosing a technology platform, we focused on the ease of use for our employees, as well as on the speed of development and the economic effect of implementation. The implemented solution already allows to save up to 20% of the working time of our specialists. By developing a centralized task-setting system based on big data and geo-linking, we have reduced the time spent on unproductive work to find customers and their contacts, and increased the time spent on calls and meetings using a specific algorithm. Lead distribution and geo-planning can reduce the travel time. Together, these parameters give a tangible economic effect», says Dmitry Kryshtopa, Senior Vice President, Director of Corporate Sales of Otkritie Bank
The CRM block of the MLead platform contains preloaded data of organizations, as well as tools for scheduling meetings and calls, a calendar, a full-fledged navigator that tracks geotrakes, and a powerful analytical module.
When going to meetings, employees of "Otkritie" Bank employees receive tasks through the MLead application that already contain the most detailed information: the name of the client company, its details, address, status and deadlines for the start and end of the task. Each stage is labeled and associated with a reporting block. After completing one task, the employee, depending on the result, receives a new priority task. All automatic decisions are made in accordance with the bank's approved algorithm and process routing.
To optimize the time, the algorithm selects the shortest route for the greatest customer coverage during the working day, while the employee's geo-location is clarified during the calls made. The system can be used in manual mode or fully automate this block of work to determine the effective load on each employee.
The reporting unit provides a variety of options for uploading the results of completed tasks, including tracking employees on the map, photos, documents and comments that the bank's specialists upload to their smartphone app.
«As a developer company, we are very grateful to the project with „Otkritie” Bank, as it fully reveals the potential of the mobile development of b2b products and clearly shows all the advantages of using the geoinformation component for managing employees, organizing calls and meetings, and optimizing internal business processes. Banks, the financial sector is our specialty, and we are pleased to note that the industry in the face of a key player shows its innovative character. I think it is now obvious to the market that geo-solutions are not only about successful cases of opening, closing and relocating offices, but also about a lot of other processes that receive additional benefits due to linking to geography and data enrichment. We plan to separate mobile development into a particular area of ML Mobile and actively develop it», says Dmitry Galkin, Managing Partner of Marketing Logic.