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United Bank of India

"On seeking customer referrals, we found that the reputation of Sybase 365 in terms of pro-active approach, prompt response rate and customer support was very well regarded."

Mahendra Dohare
Chief Manager - Marketing and New Initiatives
United Bank of India

United Bank of India is a premier public sector Bank headquartered in Kolkata. It has a total network of more than 1,365 branches, 152 of its own ATMs and more than 3,500 shared ATMs (via the "Cashtree" network with 12 other banks) across India. United Bank of India wanted to offer a cost efficient and convenient alternative for customers to enquire about its suite of financial services in India.

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United Bank of India Customer Enquiry Services via SMS
In the past, existing or potential United Bank of India customers had to visit the bank branch for any kind of enquiry or new service that they wanted. That was their only point of contact with the bank, and a lot of time was spent waiting and being redirected to different departments. In addition, the bank had used only traditional methods of marketing such as print advertising, outdoor media and sales promotions. In order to maximize response time as well as shorten customers' waiting time, United Bank of India's marketing and new business initiatives department decided to deploy pull-based SMS to market their products and services to new prospects.

Using Sybase 365's Application Manager platform, United Bank of India's customers from across the country are able to enquire about the Bank's suite of financial services by texting a service keyword to shortcode "6365". The customers receive an acknowledgement message via SMS, and a telephone call from the bank's relationship manager informing the customer about the various financial services available from the bank.

"Enabling our customers to enquire via SMS about our different types of services, such as loans or opening new accounts, frees up a tremendous amount of time for our customer service officers to perform more value-added services," said Swapan Biswas, GM, Marketing and New Initiatives, United Bank of India. "In addition, this mobile enquiry service ensures customers receive timely
information —without the need to dial a call centre, go through a tedious interactive voice response system, or make a physical trip to the bank."

All leads generated via SMS are captured by Sybase 365 Application Manager —a secure, user-friendly, and cost-efficient application platform directly linked to United Bank of India's central database system. Customer details recorded include name, mobile number, date of SMS enquiry, the mobile operator to which they are subscribed, and which part of India the SMS is sent from.

This information is captured through a Web portal, and is made available in an online report for viewing and better customer relationship management.

According to Mahendra Dohare, chief manager - Marketing and New Initiatives at United Bank of India, "A basic CRM initiative such as this was needed in order to test the waters before getting into a more comprehensive deployment."

After evaluating several vendors, United Bank of India selected Sybase 365 based on the company's pro-activeness and rapid rate of response.

Dohare mentions, "On seeking customer referrals, we found that the reputation of Sybase 365 in terms of pro-active approach, prompt response rate and customer support was very well regarded."

Having achieved better lead generation and maximizing employee potential, United Bank of India has bigger plans for the near future. Based on the performance of this service, the Bank intends to expand its mobile-based CRM applications in the next few months. The first step will be introducing push-based SMS, where the bank will be able to communicate account details,
balances, and give confirmations via mobile. Other plans include moving to a full-fledged mobile banking service that incorporates m-payments.

United Bank of India partnered with Sybase 365 to extend banking facilities through mobile devices, allowing its customers to access information anytime, anywhere.

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