End-to-End Customer Interaction Platform in the Finance Sector

We transformed a standard CRM into a custom platform managing a call center with a large number of representatives and an omnichannel customer interaction operation end-to-end.

Customer Profile

A call center / customer interaction company running high-volume customer interactions across phone, SMS, and digital channels, with numerous representatives on duty. We are keeping the institution’s identity confidential in this article; through a technology partnership ongoing since 2024, we are co-developing the CRM infrastructure that forms the backbone of their operations.

The Challenge

The institution runs an agent-intensive operation that a standard CRM cannot meet out-of-the-box:

1. Incoming/outgoing calls must be automatically matched with the correct customer record based on the caller ID, in integration with the PBX system.
2. The planning, sending, and result tracking of bulk campaigns conducted across multiple channels like SMS, email, and push notifications must be managed.
3. Legal approval/consent records for contacting customers must be kept up-to-date and auditable.
4. Representative performance and motivation must be regularly measured and reported.
5. Suspicious transactions and complaint notifications must be systematically tracked and reported.

A standard CRM meets none of these requirements out-of-the-box.

The Solution

Without altering the CRM’s core, we built a completely custom call center and customer interaction platform for the institution:

• PBX integration: Live integration with the telephone switchboard was established; incoming calls are automatically matched with the relevant customer record based on the caller’s number and pop up on the representative’s screen.
• Omnichannel bulk campaign management: SMS, email, and push notification campaigns are planned according to target audience segments and sent automatically; delivery status and results are continuously monitored.
• Legal consent/approval management: Necessary communication consent records for reaching customers are synchronized with the central system, keeping them up-to-date and auditable.
• Representative performance management: Daily and monthly performance of representatives, along with job satisfaction, are regularly measured and reported to managers.
• Customer segmentation and prediction: Customers are divided into segments based on behavior and value for campaign targeting and customer prioritization.
• Fraud and complaint tracking: Suspicious transactions and complaint notifications are recorded in a separate process and regularly reported.
• Wallet/transaction tracking: Customer-based financial transactions and balance records can be monitored within the CRM.
• Self-managing operation: Dozens of automation scripts; an infrastructure was established that automatically handles database maintenance, log/infrastructure cleanup, backups, and error tracking.

Results and Gains

• A standard CRM was transformed into a completely custom platform for an agent-intensive call center operation without touching its core.
• Incoming calls now automatically match the correct customer record; representatives see the entire customer history at the moment of the call.
• Omnichannel campaign management, legal consent tracking, and representative performance measurement were united on a single platform.
• The system largely carries out infrastructure and operational maintenance tasks on its own.
• Through a technology partnership ongoing since 2024, it is a rapidly growing platform that forms the backbone of the institution’s daily operations, with hundreds of customization files and nearly 40 customized modules.