Banco de Galicia y Buenos Aires’ Customer Loyalty Program Reaches More Than 1 Million Customers
 
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Banco de Galicia y Buenos Aires’ Customer Loyalty Program Reaches More Than 1 Million Customers

Founded in 1905, Banco Galicia is one of the leading private capital banks in the Argentine financial system. Through its distribution channels, both traditional and alternative, it sells a wide range of financial products and services for individuals and businesses. 

The bank operates one of the most extensive and diversified distribution networks in the Argentine private financial sector. It offers its clients more than 350 contact points through its banking branches and electronic banking centers, in addition to 200 customer care centers operated by regional card companies. Its clients also rely on access to the first payment service via cellphone and the first internet financial portal established by a bank in Argentina.

 
 

 
 

Challenges

A word from Banco de Galicia y Buenos Aires S.A.

  • “Oracle’s Siebel Loyalty Manager gives us the flexibility we need to continue evolving and innovating our customer loyalty program to stay ahead of the competition.” – Dario Vera, Director of Commercial Development, Customer Loyalty Department, Banco de Galicia y Buenos Aires S.A.

  • Design and develop in-house an innovative customer loyalty platform—aligned with the bank’s needs—generating products and services unlike those offered by other companies in the Argentine financial sector
  • Deploy a highly flexible loyalty program with the ability to add or remove transactional and investment products in Quiero! ( the bank’s rewards program) to increase its client portfolio, improve customer satisfaction, generate greater profit, and meet the bank’s business objectives

Solutions

Oracle Product and Services

  • Used Oracle’s Siebel Loyalty Manager to develop Quiero!, optimizing its customers’ companies’ investments in their own customer loyalty programs and ensuring that these focus on customer needs
  • Gained flexibility to create and support a new loyalty program that works with multiple products rather than just debit or credit card purchases, extending loyalty rewards to products, such as insurance policy purchases and other services
  • Integrated the loyalty program with the bank’s various platforms, such as legacy Siebel customer relationship management (CRM) applications and banking applications, to quickly adapt the Quiero! program for specific campaigns, including sales of complementary products
  • Enabled members to see the number of points accrued and streamlined redemptions, improving customer satisfaction
  • Introduced a innovative system of managing loyalty programs, with the option of increasing discount percentages for customers, making it possible to save up to 100% on purchases using Quiero! points with any method of payment, whenever and wherever customers want

Why Oracle

Banco Galicia considered several options for its loyalty program infrastructure, including developing its own tools in-house, buying a commercial solution, and hiring a third-party service provider to manage the program.

The bank selected Siebel Loyalty Manager, based on its previous experience with Siebel CRM applications and the synergy and integration between Siebel CRM and Siebel Loyalty Manager. “We needed a reliable, available, and flexible platform, that would allow us to deploy the solution within a reasonable time. Oracle met this requirement, giving us enough confidence to move ahead with this project,” said Guillermo Feehan, system development coordinator, Banco de Galicia y Buenos Aires.

Implementation Process

Banco Galicia worked with Oracle partner The Birchman Group, through its subsidiaries Birchman Consultores S.R.L. in Argentina and Birchman Spain, to deploy Siebel Loyalty Manager. “We worked with two consultants from Spain as well as with local consultants. Nearly 200 bank personnel worked on the project. They came from across the enterprise, including systems development, home banking, infrastructure, information security, loyalty management, and various business lines,” Vera said.

Banco Galicia launched the Quiero! Program exactly as planned on April 17, 2012.

Partner

“The Birchman Group actively participated in the development of Quiero!, working with us to implement Siebel Loyalty Manager as a powerful and scalable tool for managing our loyalty program,” Vera said. “It was with us every step of the way, from the beginning to the end of the project. The support we got from the Spanish and Argentinean consultants was key to our success,” Feehan said.