Harnessing Value―A Single Customer View Is Industry First at KeyCorp

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Deploying a single enterprise-wide, Siebel-based platform with Capgemini’s help

“With the implementation of the Client Experience desktop workstation, we now
know more about client interactions than ever before. Capgemini’s CRM expertise
played an integral role in developing a differentiated and better KeyBank client
experience for us.”  

Kevin Riley, Executive VP — Customer Information and Relationship Management,

The Situation

After years of expansion and acquisitions, KeyCorp (Key) has grown into a $92
billion asset, bank-based financial services company providing a full complement
of products and services to more than 2.4 million consumer and commercial clients. 

In recent years, the bank’s revenues and net income had stagnated ― costs were
high and the bank was losing market share.  Key needed to become more client-focused
if it was going to improve its competitive profile. Like most banks, Key was organized
around its lines of business.

After three years of productivity improvements and with strong commitment from
Chairman and CEO Henry L. Meyer III, the bank embarked on a growth-focused Client
Experience (CE) initiative, which was aimed at fundamentally changing the way
Key dealt with its clients.

The Solution

With Capgemini’s help, Key selected and began deploying a single enterprise-wide,
Siebel-based platform. The challenge lay in creating a single view of the client
across three different lines of business with disparate data and unique requirements
to view client information.

The CE Desktop, a Siebel-based workstation, provided the technical backbone for
the transformation initiative.

The Result

Thus far, the CE desktop has been rolled out across the Retail and Wealth Management
businesses within Key’s Community Bank.  More than 4,000 employees already are
users.  Not far off is the rollout to Key’s Corporate and Investment Banking staff.

Early wins are impressive. For example, follow-up on leads have improved by more
than 500 percent. Further, Key sales representatives have access to richer, more
timely information about clients, including third-party data and a holistic view
of their clients’ relationships with the company. As a result, cross-selling opportunities
for Key have nearly doubled. 


“With the implementation of the CE desktop, our employees have a complete view
of our client relationships across the bank’s lines of business, while we continue
to maintain strict privacy requirements. We now know more about client interactions
than ever before. We can differentiate client treatment, optimize long-term client
value and better manage the client’s experience with KeyBank.  Capgemini’s strong
customer relationship management (CRM) expertise has been invaluable in supporting
our transformation.” 

Kevin Riley, Executive VP — Customer Information and Relationship Management,


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