Can CRM Flexibility Raise Bank Efficiency?

This paper summarizes practices of customer-driven services applied in the leading Russian bank to avoid the impact of financial sanctions (2014–2019). We show how economic sanctions and strict national policies triggered this bank to increase flexibility in customer care to attract more capital from their existing clients. The project comprised three stages: (1) to analyse requirements and to develop “as-is” state of processes; (2) to analyse best practices and to improve processes under the scope of flexibility and customer orientation; (3) to implement the new vision in “to-be” state and final verification. At the third research stage to assess the results of processes improvement in the bank within a year we have applied a set of methods based on data envelopment analysis which provides a multidimensional understanding of processes and new scopes of customer’s value profiles. We have found that process reengineering result could give the contribution already at the first month of implementation and argue the findings could be used to introduce flexible data-driven customer care and improve customer-related processes in organisations worldwide.