BACKGROUND: First National Bank of Southern Africa, Ltd. (FNB) is one of the four largest banks in Southern Africa. It carries all core banking products including checking and savings accounts as well as home mortgage, auto and personal loans. FNB has more than eight million customer records, more than 600 branches and employs in excess of 30,000 people.
PLATFORMS: MVS operating system, Persetel System 828, IBM 350.
PROBLEM SOLVED: Innovative Systems (ISI) helped us solve a data quality issue with the major problem being the duplication rate. Because of duplication at FNB, we did not have a proper risk profile for each customer and could not capture a complete and accurate picture of each customer. In addition, the data quality issue also prevented us from developing effective cross-selling campaigns. All of these factors not only had an impact on the bank's day-to-day operations, it also prevented us from providing an effective level of service across our customer base.
PRODUCT FUNCTIONALITY: Prior to the implementation of Innovative Systems' CRM Accelerator, FNB had between 11 and 12 million customer records. Five million records were missing ID numbers (the U.S. equivalent to a social security number), and three million records were missing date-of-birth statistics. After identifying the duplicates and combining the records, we were able to determine our customer base was between seven and eight million, not the 11 to 12 million we had originally thought. Our duplication rate was reduced by 20 percent, which significantly improved our ability to market to our customers more effectively. It also greatly reduced some overall problems the bank was having. We use CRM Accelerator on a daily basis. Batch runs are performed every night.
STRENGTHS: We like the flexibility of the product. We can customize matching criteria depending on the business objective we are trying to achieve. We've also found that the product is extremely accurate the matching component is able to identify similar records despite misspellings, character transpositions or missing information. CRM Accelerator analyzes word meanings and patterns within each record and selects the appropriate information for matching.
WEAKNESSES: Some of the ranks were designed specifically with U.S. standards in mind. For example, the United States uses a nine-digit social security number compared to the 13-digit ID number standard in South Africa. Innovative Systems reports that this problem is now addressed and customization ranks are based on individual country standards.
SELECTION CRITERIA: Our relationship with Innovative Systems began nine years ago. We chose them because of their flexibility to interface with our existing system. Their knowledge of customer databases, especially Hogan Systems, made Innovative Systems a natural fit with the products we were already using.
DELIVERABLES: The software parses and cleanses free-format name and address data from which it chooses the most appropriate elements for matching purposes. Duplicate records are then identified and classified according to degree of similarity. Once the duplicates are identified, the software can generate a variety of easy-to-understand reports, including statistical summaries and samples of customer-linking capabilities.
VENDOR SUPPORT: The service culture at Innovative Systems is top notch. ISI provided on-site support during the initial implementation and has continued to provide maintenance and upgrade support for the past nine years. Problems are easily solved due to the fact that their support staff has extensive knowledge of the products and how their products interact with our system.
DOCUMENTATION: The documentation could be a little more user-friendly. However, once installed, the software runs without a hitch.
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