Press Release

IBM Romania provides the right tools for smart marketing campaigns to BCR
Bucharest, June 29, 2012 - IBM Romania announces it signed a three years contract with Banca
Comerciala Romana (BCR) to implement and support an analytical CRM solution. The solution
represents one the most important IBM Unica deployment in the CEE region and also an important
success on CRM solutions market.
The Analytical CRM implementation is the first phase of a BCRs strategic business initiative to
optimize its customer management activity, allowing improved understanding of customer needs
and behaviour. This enables the bank to develop cross-selling and up-selling strategies for banking
products and services, and to increase customer loyalty in an efficient manner.
Our main focus is to understand and meet our customer needs by providing them with simpler,
affordable, accessible and high quality products and services, according to customer target groups
needs. Thats why we permanently strive to optimize our activity by implementing the best
operating platforms, like this Analytical CRM solution. stated Christian BRUCKNER, Executive Vice president
Operations (COO) BCR.

"In a competitive landscape that favours the fastest and the smartest, banks have to invest in
building sophisticated insight and predictive analytics in order to be positioned as market leaders.
IBM can provide its clients with all necessary tools, enabling them to offer truly customized banking
solutions and personal attention to their customers, based on their specific needs. Through Unica
solution, IBM is supporting BCR in getting a competitive advantage, stated Bogdan Balaci,
Country General Manager, IBM Romania,
The IBM Analytical CRM solution includes the following components:
IBM Unica Campaign Management for customers segmentation and selection. By
segmenting its customer base into micro segments, a bank can personalize promotions and
increase the chances for successful product or service up selling and cross selling. With the
personalized offers and promotions, the bank gains increased customer trust and improved
customer relations.
IBM Unica Campaign Optimization for customer interactions optimization. Using the
Unica Optimize application, a commercial bank can determine the best frequency for
customer communications based on historical interaction data. A bank can also record and
store customer preferences, such as what and how many communications they wish to
receive in a month and their preferred method of contact.
IBM Data Mining solution (SPSS - Statistical Package for the Social Sciences) for
predictive analytics. Propensity models for propensity to churn and propensity to buy
different products, have been developed for a wide variety of market segments.
IBM Unica Marketing Operations application to get optimal use out of campaign
resources. With this application, a bank can keep costs down by improving marketing
resources utilization, using only what is needed when needed.
IBM solution is designed to enable the functional and non-functional transformation supporting the
following business objectives:
Reduce campaign cycle time and overall time-to-market and increase campaign volume;
Reduce costs of marketing campaigns by reducing processing costs and optimizing channel
utilization;
Improve response rates and business results by increasing the precision of campaign
targeting;
Deepen customer relationships, loyalty, and lifetime value to increase market share;
Enable cross-channel marketing by leveraging centralized decision making process.
By implementing IBMs Analytical CRM solution, BCR aims to increase customer value and
satisfaction in the most efficient manner. The solution will bring to BCRs customers more targeted,
relevant and adequate offerings.

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About Banca Comerciala Romana (BCR)
BCR, member of ERSTE Group, is the leading Romanian bank in terms of assets, loans and deposits,
currently having a retail network of more than 640 branches. It is offering a complex portfolio of
banking products and services to over 3 million active customers from all categories: individuals,
self-employed, micro & small business and corporate customers. For more information please visit:
http://www.bcr.ro
About IBM
For more information about IBM Romania, please visit: http://www.ibm.com/ro.