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The Implementation of Chordiant into Barclays Asset Finance

1. Market Opportunity - Concentrate on aggressively increasing penetration of those customers already banked by Barclays (but currently supplied by other leasing companies) and exploiting the opportunity of lower balance transactions (requiring implementation of new low cost business model).
2. Customer Value Proposition (CVP) - Implement the CVP of “Speed, Ease of Access and Available Credit” covering both sales and service transactions.
3. Customer Focused Culture - Ensure all parts of the organization are focused on providing high quality services to customers.
4. Lowest Cost Operator - Drive lower transaction costs and fixed costs across the entire business. Central to delivery of this strategy was the orchestration and automation of many back-office processes, a key business differentiator supplied by Chordiant Software.

   Aims of the Integrated Customer Solution
   The overall aim of ICS was to deliver the strategy for the organization through re-engineered processes and systems. The major goals were to:

   • Create a low cost operating model capable of handling all customer facing activities supported by streamlined, responsive and efficient processes
   • Re-design all processes and functions to ensure that they focus on the needs of the customer and add value to both the customer and BAssF
   • Take advantage of appropriate technology and rationalize systems to improve the way business is undertaken and to support the newly orchestrated processes
   • Automate the risk decision processes, empowering BAssF staff at a lower level in the organization
   • Create cultural change across the organization

   Central to the solution was the selection of a Business Process Management (BPM) solution to be the heart of ICS. In selecting a solution BAssF was seeking a partner that could not only address the process and technology implications outlined previously, but also have a style that would be culturally consistent with the direction BAssF needed to take – the partner also needed to be capable of delivering maximum benefit to aggressive timescales.

   Selection of Chordiant
   Chordiant was selected as the CRM package - the evaluation criteria are summarized in the diagram below (click on image for larger view).

   
   
   Specific reasons for selection were:

   1. Chordiant supported delivery of the Customer Value Proposition
   2. Chordiant enabled significant streamlining of all customer facing processes - as a result of the streamlining efficiencies in excess of 20% could be identified
   3. Chordiant could support the rapid development of new products. n fact, changes in the business can now be enabled in as little as four weeks, down from as much as six months prior to the ICS implementation.
   4. There was significant scope for the development of Chordiant to further improve and streamline processes, thereby supporting the drive for sales volume growth and maintaining a stable cost/headcount base while accommodating the growth
   5. The work undertaken in this phase of development would provide a firm basis for future development of an E-enabled channel

   Technical Approach
   BAssF previously ran its leasing business on several disparate legacy environments, none of which could be easily integrated together.

   One of the main thrusts of the ICS development was to provide integration across the disparate legacy environments and the single customer view required by the business. ICS fulfilled these aims providing fast access to combined and integrated data with a complete contact and customer history as well. "The system includes a "defer" button that saves any process underway so nothing is lost if the call is interrupted. The staff summarizes all data on one set of screens and the system completes all the necessary paperwork automatically. It can send faxes, generate reminders, create "to do lists", define discretionary limits and with easily modified rules, ensure that BAssF's risk is fully managd on each lease.

   
   
   The diagram above shows the Technical Architecture that was implemented.

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