FUNCTIONAL SPECIFICATIONS DOCUMENT – INTERNET, EMAIL,

SMS

CEEMEA CRM PHASE 1 – Version 2.3

Citibank, Poland

MphasiS Software,
Mumbai
Date – Apr 24thJune 4th,30 2003

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 REVISION HISTORY
Version Created By Reviewed by Date Sections Remarks
No. Affected

2.0 S.Raghavan Maya Iyer 8th May, 2003

and Kumar.S
2.1 Kumar Suryanarayan 26th may, 2003 3.1, 3.2 New sections added
for email response
handling
2.1 Kumar suryanarayan 28th may, 2003 2.7, 6.1 Added information
based on conference
call on 27th
may,2003
2.2 Kumar suryanarayan 30th may,2003 2.9 / 2.10 Added lead
verification and MIS
reports section
2.3 S.Raghavan Kumar.S 4th June,2003 2.9.2.1/ Added details to the
2.9.2.2 / working of
2.10.4 application form in
CRM and MIS reports

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1.0INTRODUCTION.............................................................................................................................................................................4
2.0INTERNET .......................................................................................................................................................................................4
1.1 MEMBER CREATION IN IPT..................................................................................................................................................................4
1.2 THE PROSPECT WOULD BE CREATED ALONG WITH THE CORRESPONDING LEADS. I............................................................................................5
1.3 ONE TIME DOWNLOAD OF PROSPECTS......................................................................................................................................................5
1.4 CAMPAIGNS – TARGETED ....................................................................................................................................................................5
1.4.1 Example – Targeted Campaign...............................................................................................................................................8
1.4.2 Example – Targeted Campaign (Toyota Campaign)...............................................................................................................8
1.5 CAMPAIGN RESPONSES – TARGETED .....................................................................................................................................................8
1.6 CAMPAIGN – OPEN...........................................................................................................................................................................10
1.8 CAMPAIGN RESPONSES – OPEN...........................................................................................................................................................11
1.9 CAMPAIGNS DISPLAYED ON PARTNER WEB SITES.....................................................................................................................................12
1.10 ENQUIRY / APPLICATION FORM.........................................................................................................................................................12
1.11 INTERNET LEAD HANDLING..............................................................................................................................................................12
1.11.1 Leads for Targeted Campaigns...........................................................................................................................................12
1.11.2 Leads for Guest Campaigns / Application Forms...............................................................................................................13
1.11.2.1 Product Enquiry Processing.........................................................................................................................................13
1.11.2.2 Asset Management Enquiry .........................................................................................................................................14
1.11.3 Leads for Member Registration with interested products...................................................................................................15
1.11.4 Lead Verification.................................................................................................................................................................15
1.12 MIS REPORTS .............................................................................................................................................................................15
1.12.1 Campaign Wave Effectiveness............................................................................................................................................15
1.12.2 Lead Status By Wave...........................................................................................................................................................16
1.12.3 Lead Status for All Waves...................................................................................................................................................16
1.12.4 Partner Report ...................................................................................................................................................................16
3.0EMAIL.............................................................................................................................................................................................18
1.13 INBOUND EMAILS (RESPONSES TO TARGETED CAMPAIGNS)...................................................................................................................18
1.14 HANDLING BOUNCED EMAILS / UNSOLICITED EMAILS.........................................................................................................................19
4.0SMS...................................................................................................................................................................................................20
5.0E STATEMENT...............................................................................................................................................................................20
6. APPENDIX I.....................................................................................................................................................................................20
6.1 DE-DUPLICATION LOGIC MATRIX.........................................................................................................................................................20

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1.0 Introduction
The current document explains the functionality to be provided for the Internet, e-mail, and SMS
as a channel.
The document has been prepared in addition to the functional specification ver 1.0 and the
addendum. The objective of the document is to highlight and detail the functionality to be
provided as a part of these three channels in CRM.

2.0 Internet
The working of the Internet channel and handling of the same in the application is being
detailed here. This describes the functionalities being handled in Internet as a channel.

1.1 Member creation in IPT

The first scenario is that of that user entering the IPT and registering as a friend.
The process flow brings out the creation of the member in the CRM application from IPT. In case
of the new member creation process the steps to be followed are detailed.

CRM Web Server + App Server CRM Email

Gateway

Prospect Handler,
Check Duplicates Structured mail Mail Reader
Reader process process

Create prospect
in CRM
portal_registrations@polandcrm.com

CRM DB
Internet
Internet
Server

IPT Email
Registration form Gateway

On Submit Send email with

XML body text

IPT DB
Server

IPT Web IPT App

Citiportal user on Server Server
browser (visitor)

New user registers on IPT site.

1. The campaign and corresponding campaign wave would be created for the registration
process. Lets call this as an ongoing registration wave. This wave is executed continuously.

2. IPT will send structured email containing prospect information to a different CRM inbox. Say
portal_registrations@polandcrm.com. The email would contain information about the prospect
and the products interested.

3.

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 1. The CRM application would receive this e-mail and process the same. The de-duplication
process would be executed as per the conditions specified for de-duplication.

4. As a part of the registration information, the IPT needs to send to CRM, the following:
o First Name
o Last Name
o Email Address
o Home Phone number
o PESEL Number (not currently captured, for future use)
o Portal Login ID (If available)
o Product line interested is indicated (can be multiple product lines)

The de-duplication logic will use matrix that can be found in Appendix 6.1. For e.g, in this
case, a perfect match will only be found for first name, last name, home phone and email
address.

5. The prospect would be created along with the corresponding leads. In case the prospect is de
duplicated the same would be logged. The products need to be mapped to the IPT products
using product master.

6.
6. The leads are assigned to telemarketing unit.

1.2 The prospect would be created along with the corresponding leads. I

1.3 One time download of prospects

There is a one-time download of all the prospects created in IPT to the CRM application.
The download is first de-duplicated and then the prospects are created in the CRM application.
This download will provide the following information:-
First Name
Last Name
Email Address
PESEL Number (not currently capture, will be provided in future)
Phone Number
Prospect Login ID

Fields first name, last name, email address and phone number will be used for de-duplication to
arrive at perfect matches. Partial matches will be added to log file and have to be manually
reconciled.

Please Note:
As PESEL number is not currently captured in IPT, the de-duplication will result in partial
matches.

1.4 Campaigns – Targeted

The campaign would be created in the CRM application and the Internet would be chosen as a
channel for execution. In this case as mentioned, the Banner code would be required to be
entered at a campaign wave level. The user would enter this. The process flow to be followed for
sending information from the CRM application to the Internet is detailed below.

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 Define / Execute Internet Campaign,
define campaign code
Schedule Campaign
generate job CRM DB
HTTP Server

CRM Web
Server

Portal Content Team

Marketing Business Process
Managers for content creation
Campaign Campaign
Code file for
IPT

Define Campaign Content and

associate with campaign code
Campaign
Banners

IPT Web
Customers Server
Friends

The steps are:

1.Campaigns are defined in CRM and customers/prospects for the Internet wave are defined.
The marketing managers identify the campaign code/ banner code for the Internet channel.

2.CRM generates feed for IPT containing

Credit card number
Debit card number
Prospect id (will be the friend login id)
Campaign code / Banner Code
Magic number (this will identify the campaign / wave / lead in CRM)
Expiry date.
3. Business (Marketing Managers) will request for campaign content to be prepared by IPT team
as per current process. Business also provides the banner code to be associated with the
content. This activity can take a week.
4. User logs in to IPT using credit card no / debit card no / login id. IPT will identify the banner to
be displayed to user based on feed mentioned in point no 2.

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 Please Note
The expiry date is required as the campaign content development may require additional time.
This is to make sure that the campaign has not expired before the content for campaign is
created.
The expiry date will be used by IPT to purge campaigns that are no longer valid.

The banner being displayed pre log in would not be displayed post log in unless it is a part of
the targeted campaign.

The details to be provided by the CRM application to IPT are:

SrNo Data Elements Description

001 Credit Card Credit card number of customer
number
002 Debit Card Debit card number of customer
number
003 Prospect Login Same as friend login id in IPT
ID
004 Banner code or Identifier for the targeted
Campaign code campaign in IPT
005 Magic Number Tracking number for
customer/prospect that can
related to campaign/wave/lead
in CRM
006 Expiry Date Date of expiry of this banner
content

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1.4.1 Example – Targeted Campaign
The campaign is targeted for a whole database of customer and prospect. The steps resulting in
the CRM application to handle this sort of campaign is explained in the next following steps.
The campaign wave is created. The banner code is entered in the campaign wave definition
level. This is as extremely important field to be entered in case of the Internet campaigns.
The details of the banner code etc would be passed to the IPT.
The offer would be defined with one product. For multiple products to be offered on portal,
multiple waves would be created as a part of the same campaign. The reason is that the banner
code is mapped to each banner in the portal. This hence relates to one product.
Hence, if there were 2 products being offered, the separate waves would be created. The waves
would be executed and the leads would be created in the CRM application.
The information provided to the portal has been shown above. When the target user logs in the
banner is displayed.

1.4.2 Example – Targeted Campaign (Toyota Campaign)

Let us now consider how would the system handle, a campaign like Toyota campaign. Let us
define the campaign itself, before moving on to map it to the working on the system.
In case of Existing bank customer with TRB greater than 10,000 PLN the customer would qualify
if the book a TD for 15000 PLN.
However, in case of a bank customer with TRB less than 10,000 but greater than 5000, the
customer would qualify if they book a TD of 10,000 PLN.

The working of the same will be the following steps:

Create a campaign wave. Mention the Banner code and associate the audience (list), offer, and
define the channel to be internet.
This campaign wave, let’s say, is for customers who qualify for TD 15000 PLN. The banner would
be created for the same in IPT
Similarly another campaign wave would be created with a different banner code entered by the
user that would be applicable for the other campaign of TD 10,000 group.
The IPT would display these two separate banners based on the person who is logging in to the
portal.
The response would be captured and sent back to the CRM application. In the CRM application,
the corresponding lead created would be updated.

1.5 Campaign Responses – Targeted

The campaign so executed would be run in the portal. The response captured in the portal would be
sent back to the CRM application. The steps would be as follows:

1. Customer / Friend displays interest in a campaign by clicking on the campaign banner.

2. IPT displays web forms (lead capture/app forms etc). This form contains a hidden field (magic
number) On form submit, IPT has to generate structured email for CRM system addressed to a
specific mail inbox.

3. IPT sends this email to a pre-defined inbox in CRM Email gateway (for e.g
campaign_responses@polandcrm.com). The exact email address will be provided as per
CITI’s group inbox naming conventions for CRM.

4. This email sent from IPT contains the magic number. The email process maintains a mapping of
the web form id to the associated application service. This service parses the form, obtain the
magic number and update the status of lead.

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 5. Each campaign wave would correspond to one banner code and one product. If there are
multiple products being offered the same number of banner codes would have be defined and
waves also would have been defined.

6. The valid lead would be flagged by the system during the lead verification process. However,
please note that one lead can be related to only one product.

7. Once a customer / visitor has responded for the campaign the same would be flagged and IPT
would not display that campaign / banner again.

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1.5.1

1.6 Campaign – Open

In case of non-targeted or OPEN campaigns. The approach to implement the functionality is
described below.
Let us consider an example of a universal campaign running, which is for credit cards.
The steps are:
The campaign would be defined in the CRM application. Let’s say it is called “Universal Credit
Card”.
The campaign wave would be defined. The user would have to define the Banner code at the
campaign wave level. The campaign wave would then be executed. However, no lead would be
created.
The campaign wave would have to be defined by the user for every new Guest campaign in IPT.
If the same were not done, the response would not be captured in the CRM application.
When any guest user of IPT clicks on the banner, the same would open an enquiry form that
would be filled by the user. This would be sent to the CRM application. The detail of response
handling is detailed further below in the document.

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1.7

8.

1.8 Campaign Responses – Open

The campaign so executed would be run in the portal. In this scenario the user is a visitor and has
not logged into the portal. The response captured in the portal would be sent back to the CRM
application. The steps would be as follows:

Steps
1. Users displays interest in a guest campaign by clicking on the campaign banner.

2. IPT displays web forms. On form submit, IPT has to generate structured email for CRM system
addressed to a specific mail inbox. This structure email contains first name, last name, email
address and banner code.

3. IPT sends this email to a pre-defined inbox in CRM Email gateway (for e.g
banner_responses@polandcrm.com ).

4. CRM system will perform de-duplication on first name, last name and email address.

5. For no match condition, it will first create a prospect. Then it will add a lead and attach it to
the campaign wave associated with banner code.

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1.9 Campaigns displayed on Partner web sites
Campaign banners that are displayed in external web sites (for e.g. Amazon, Yahoo) are created
as respective guest campaigns in CRM system. The banner code in this case identifies the
campaign content in IPT that maps to product.
When a user

clicks on the banner, it is redirected to IPT (Citi Portal) where the campaign details are
displayed. The external system also provides IPT with the trading partners / source indicators
that indicate the banner lick through source.
IPT system will provide this information to CRM system so that the lead created in CRM system
can be attached to the appropriate external source.

1.10 Enquiry / Application Form

The customer can come to the portal and can visit the application section of the portal. The details
requested from the customer include the PESEL ID in this case.
The method to implement this functionality is provided below:

• A campaign would be created and campaign wave would be created. This would be associated
with one product line.

• There would be separate dummy campaigns operating for each product line. Please remember
this would always operate at a product line level and never at a product level.

• Responses sent by the user who submits the application form is processed by the CRM
application.

• The form is de-duped and based on the product line, the lead is created for the customer,
attached to the wave defined for the product.

• One campaign wave would be for only product.

• The same would be followed for any new product line. Currently, the product lines are ROR,
Savings, TD, Credit Cards, Loans, OD, Treasury, Insurance and Investments.

The rule to be followed for the de-duplication can be found in appendix 6.1

1.11 Internet Lead Handling

1.11.1Leads for Targeted Campaigns

These would be run from the CRM application where a targeted list of customers is attached to a
wave. The customers in the list are shown a banner in IPT. The wave has the channel as 'Internet'.

When the wave is executed in the CRM system, one lead for every entry in the list is created and
the list is provided to IPT. The list also contains a magic number, which is the lead ID in the CRM
system. A lead is internally linked to a wave in the CRM system. When the customer responds, an
email is sent to the CRM system. The email contains the magic number. Using this, the CRM
system links the customer response to a lead.
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 1.11.2Leads for Guest Campaigns / Application Forms

These are campaign waves that have no list attached to them in the CRM system. The channel for
the wave is 'Internet'. The wave will be created in the CRM system and the banner code
shown in IPT for this wave is entered with the wave.

When a person responds to the banner in IPT, an email is sent to the CRM system. The email
contains the banner code.

The CRM system tries to identify the person from the email address, first name and last name. If
the person is identified as a customer, the CRM system creates a lead for the customer. If the
person is not found, the system creates the person as a prospect in the CRM system and creates a
lead for the prospect. Leads are linked to the wave.

In the case a partial match is found, the CRM system writes the record into a reject file for further
action by the administrators/business.

1.11.2.1Product Enquiry Processing

The process to be followed for processing the application forms from the portal is brought out
in the diagram below:

Product Enquiry Process

The application form is captured for the following

User

The user access the IPT and 1. PIL

fills the application form 2. Credit Card
3. Personal Account

User

New prospect is created and the lead is also created for

No the corresponding campaign. Other information is
The application form is sent via e mail to
Is it a duplicate captured as notes
CRM application by the IPT

Perfect match
Telemarketing

? No
In case of a partial match, the details of
Agent

The telemarketing agent calls the prospect and qualifies

the lead applicant are written to a log file.

Yes

In case of a perfect match, the lead is created for the

corresponding campaign and the other information is
captured as a part of the notes field. This is done in the
CRM application

The files are extracted from the CRM application and

DSA

sent to the market analyst and DSA for further sales

process

The application form processing would be done for the following:

1. Credit Cards
2. Personal Loan
3. Personal Account
The data to be captured and sent from the IPT to the CRM application is as follows:
a. First Name
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 b. Last Name
c. Contact email
d. Contact Phone
e. PESEL
f. Partner Code
g. Associate Partner Code
h. Notes

All additional information provided from the IPT to the CRM application would be captured as
‘Notes’. The information captured would be displayed in the CRM application. All other
information apart from the fields mentioned above would be captured as NOTES.

The PARTNER CODE and ASSOCIATE PARTNER CODE would not be displayed in the user
interface of the lead screen.
The codes would be provided by the IPT and would not be maintained by the CRM application.
The code would be captured against each lead.

1.11.2.2Asset Management Enquiry

When a user comes to the IPT and passes an enquiry for the citigold application the same is
sent to the CRM application. The process followed for the same is depicted below:

Asset Management Enquiry

User

The user access the IPT The Citigold enquiry form is filled

User

New prospect is created and the lead is also created for

The Citigold enquiry form is sent by email to the CRM Is it a duplicate No the corresponding campaign. Other information is
application by the IPT captured as notes
Telemarketing

Perfect match
?
Agent

No
In case of a partial match, the details of
applicant are written to a log file.

Yes
The telemarketing lead reassigns the Citigold leads to
the respective Citigold Branch Managers In case of a perfect match, the lead is created for the
corresponding campaign and the other information is
captured as a part of the notes field. This is done in the
CRM application
Branches

The branch manager reassigns the lead to the Citigold

agents

In case of the asset management process, the lead needs to be assigned to the branch
manager by the telemarketing lead.

The PESEL number would not be available in the email and this would need to be captured by
the agent as a part of the lead qualification process in branch.

The fields that would be sent by email from IPT are:

a. First Name
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 b. Last Name
c. Contact email
d. Contact Phone
e. Notes

1.11.3Leads for Member Registration with interested products

In the CRM system, there will be ongoing waves for every product that can be requested
through a registration in IPT. Each wave is associated with a banner code.

The channel for these waves is 'Internet'. If a person registers through IPT and expresses
interest in any product, an email is sent to the CRM system.

The CRM system tries to identify the person based on email, first name, last name and PESEL if
available. If found, the system generates a lead for every interested product selected on
registration. The lead is associated with the corresponding wave. If the person is not found, the
system creates a prospect and leads for the prospect. The leads are associated with appropriate
waves based on the banner codes. In the case of partial match, the record is written to a reject
file for further action.

1.11.4Lead Verification
The agent who is assigned the lead can change the status of the lead based on the
customer response. The possible statuses for a lead are 'New', 'Open', 'In Progress',
'Invalid', 'Closed successful' and 'Closed Unsuccessful'. The reason for closure in case
of an 'Closed Unsuccessful' is also available.

As an EOD process the CRM system receives downloads from the product processors with
details on the accounts created in the product processor. For every account newly created
during the day, the system checks if any leads exist with the status 'Closed Successful' for the
customer and product.

If found, the system flags the lead as 'Verified'. Only verified leads are considered as
leads that were converted to a sale (approved).

1.12 MIS Reports

The following reports will be generated by CRM system for Internet channel.

1.12.1Campaign Wave Effectiveness

A report on campaign wave effectiveness is currently being generated where this information is
available. The same report will be used for generating MIS for internet channel. This report can
be generated for a period by specifying the start and end dates.

Campaign Wave
Effectiveness

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 1.12.2Lead Status By Wave
This report will list the leads and status by wave

Lead Status for a Wave

Wave ID: W1
Business Unit PLGCB

Lead Id Customer Status Reason for Closure

1 Tom Snow Open
2 Mark King Closed Success
3 Tony Hill Closed Unsuccessful
Bought competitor product

1.12.3Lead Status for All Waves

This list will provide the lead statuses for all waves by product and for the channel Internet.

Lead Status by Waves Between FROM DATE and TO DATE

Business Unit: PLGCB

Status
Wave ID Product New Open In Progress Closed Successful Closed Unsuccessful
W1 PIL 10 3 13 50 42
W2 CC 3 3 5 67 32

1.12.4Partner Report
The partner report provides the following information across leads, for internet channel. The
report format is found below:

Partner Report for Leads

From Date
To Date
Run On

Lead Status
Total
Associate Closed Closed Closed Successful
Partner Code Number of New In Progress
Partner Code Successful Unsuccessful Verified
Leads
ABC - 200 40 30 30 25 80

The lead count is for a partner code across the campaign waves and takes into consideration only Internet Channel

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3.0 Email
In case of e-mail as a channel, the outbound e-mail can be done from the CRM application. The
other functionality that would be provided is the response tracking of email. The process to be
followed is mentioned below.
The user would create a campaign wave with channel e-mail. The corresponding leads would be
created.
The mail would be sent by the CRM application as per the schedule, to the specified list
attached. This list needs to be present in the application as customer or prospects.

The response to the email will arrive at specific group inboxes setup as part of Email
infrastructure (MS-Exchange) for CRM system. CRM system will poll these inboxes at periodic
intervals and read all the emails.
The information in eMail (FROM, TO, Subject and Body) will be stored in CRM database.

Please Note:
Inbound emails will have size restrictions on attachments. Ideally CRM email campaigns should
not include large attachments in response from email.
The emails that are stored in a table CRM system will be periodically archived.

1.13 Inbound Emails (Responses to Targeted Campaigns)

The following user interface will be provided to look at inbound email responses of targeted
campaigns

View Emails from Customer And Prospects

From Subject Goto

360 degree View

Customer
View Details Close Details

Email Details

From

Subject

Body

Close

In this case, the agent is provided with a hyperlink to view the details of customer or prospect in
360-degree view.

Please Note

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 The responses are updated online in the CRM application.
The agent manually updates the status of lead.
The responses would not be linked to the campaigns.
CRM system will not convert email addresses (for e.g replace underscore to “.”) . It will perform
a match of email addresses by converting all characters to lowercase.

1.14 Handling Bounced Emails / Unsolicited Emails

If a customer / prospect email id is invalid, the email bounces and is returned to CRM email
inbox from the system administrator of the other mail server.
The agent is provided with a user interface to view bounced emails and other emails that come
from email addresses that are not known to CRM system.
By looking at the body of the email, the agent can infer the email address of customer/prospect
in case of bounced email. The agent has to manually call the customer using this email address
and mark it as invalid. The agent is provided with a “Find” function to search the customer /
prospect.

One of the possible actions that the agent can take for unsolicited responses is to manually
create prospect and convert to a lead.

View Unsolicited Emails (Bounce / Guests)

From Subject

View Details Close In this case, responses can either be

a) Come from system administrator for
undelivered mail to a targeted recipient
b) Come from a guest (not targeted via
outbound email).
Email Details

From

Subject

Body
The agent will paste the email address in the
search text box and find the customer / prospect
in CRM database. This will take customer to 360
Search Find degree view

Close

In case of email as a channel, read receipts not handled as a part of the current phase.

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4.0 SMS
SMS is currently not being used as a channel for marketing. The SMS is being used with the
CitiGSM system to send balance information to clients who have signed up for the CitiGSM
service. This is being used currently as a push channel only.
In the CRM application, the SMS would be defined as another marketing channel. In this case
only existing customers can be targeted as the same is sent by the CPO application. The
prospects cannot be targeted, as the users need to have an agreement to receive the SMS
messages.
To use SMS as a channel for marketing, CRM system has to generate files with the mobile
number and a message of not more than 160 characters. This file has to be sent to SMS
provider.
The XML file is generated and placed on a specified path, the CITI – GSM application would
automatically forward the file to the service provider.

5.0 E Statement
An additional functionality of e statement flag and details would be provided in the CRM
application. This flag would indicate that the customer has subscribed for the e statements. The
following information would be displayed with regards to e-statement

• EMAIL-1 : marcin.rzeszutko@citicorp.com

• EMAIL-2 : 0mr@wp.pl

• PREFERRED EMAIL : 2

• STATEMENT MAIL OPTION : L ( L - LINK, A - ATTACHMENT )

• DATE OF SUPPRESSION : 2003/02/19

• DATE OF CANCELLATION : 2003/04/25

• FLAG OF SUPPRESSION : A (A - ENROLL, C - CANCEL )

TBD
Check if GRB provides flag on “No Action taken” by customer.

6. Appendix I
6.1 De-duplication Logic matrix

First Last Phone Zip DO PESEL/ Street City Email Match

Nam Nam Cod B ICPP with Category
e e e No
Perfect
Perfect
Perfect
Perfect
Perfect
Perfect
Partial
Partial
Partial
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 Partial
Partial
Partial
No
Match

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