Best Customer Service

THE CUSTOMER

Deutsche Börse Group is one of the largest stock exchange organisations in the world. With a company history stretching back over 400 years, they are one of the oldest and most modern trading venues. It organises integrated, transparent and secure markets for market participants who invest capital and for companies that raise capital. Their products range from monitored execution of trading orders to settling, processing and safekeeping securities post-trade and the necessary electronic infrastructure and provision of market information. With their services and systems, the group ensures that the markets function and all participants worldwide receive the same opportunities. The exchange organisation headquarters are located in the financial centre of Frankfurt am Main and it has a presence in Luxembourg, Prague, London, Zurich, Moscow, New York, Chicago, Hong Kong, Singapore, Beijing and Tokyo with around 3,800 employees globally.

THE CHALLENGE

A growing number of providers involved in the stock exchange in the international environment require a consistent customer orientation in all functional areas. This includes the consistent Customer Relationship Management to be introduced by Syskoplan Reply. In order to create unified sales and service processes in the different specialised areas, Deutsche Boerse Group relies on the SAP CRM platform. With the introduction of the solution from Syskoplan Reply, the company now has a homogenous system environment that maps the business processes in the various specialised areas and optimally supports them. The CRM solution is therefore an integral component for company-wide implementation of a consistent customer orientation in the Deutsche Börse AG group.

Deutsche Börse has about 3,000 banks amongst its customers, and their traders need to have access for trading. For communications in this network to function seamlessly, many complex processes must be linked. These include:

• central management of all customer data from banks, business partners and traders;
• the application process to authorize banks to access the international stock exchanges and for certification to be a trader;
• legal authorization for the bank to trade as a company and people to act as traders in order to facilitate trading contractually;
• customer orders through the provision of a service catalogue used by a bank to manage and configure their access to the stock exchanges' network infrastructure;
• the planning, configuration and mapping of customer loyalty in a configuration management database (CMDB).
• the provision of a universal incident, problem, service request and change management system that guarantees universal tool support for technical and specialist enquiries from customers of Deutsche Börse.

THE SOLUTION

To manage stock exchange participants, the Deutsche Börse needs a CRM system that takes into account special processes, complex circumstances and a network with many participants and very different needs.

Syskoplan Reply implemented these processes based on the SAP CRM product which has been adapted to the special and individual customer requirements of the Deutsche Börse. The focus is also on the best customer experience in service processes. The adaptations and enhancements include the following:

• The provision of a complex workflow that controls ordering, approving and performing all work steps for connecting customers to the market's own infrastructure.
• Mapping of the service catalogue which is made available within the CRM via a self-serve portal and which the customer uses to enter change requests and service requests.
• The use and enhancement of the Interaction Centre in order to let the customer notify the Deutsche Börse of problems or questions using the various channels.
• The universal integration of service processes for various areas and roles within the SAP CRM.
• The expansion of the installed base to allow for mapping of the technical infrastructure as well as the planning and configuration of the customer and stock exchange networks.

THE BENEFITS

Without an extensive and seamlessly functioning CRM system, Deutsche Börse could not conduct their business as successfully as they do today. For an international company with a variety of processes, business areas and customers around the world, the processes are particularly essential for providing customers access to the trading system. The solution deployed by Syskoplan Reply assists Deutsche Börse in the implementation of their original goal and strategy: a failsafe trading system for reliably managing the highest loads. By setting the highest standards for products in the international finance sector, Deutsche Börse supports the market participants in hedging against and minimising risks.

“The CRM system is an integral component of Deutsche Boerse AG group. Thanks to Syskoplan Reply, we have a system in place that simplifies the work in the respective specialist area. As such, standard software has been refined into a solution tailored to meet our specific needs to provide the best customer service”, explains Hans-Peter Obel, expert and project manager for Deutsche Börse AG.