Computing on cloud impacts business thinking and operations in a big way. Cloud facilitates change in the way organisations operate by offering higher flexibility, scalability and better collaboration efficiency.SBI Card migrated to cloud applications for its HR and marketing functions to get these same flexibility and scalability.
As the company was coming out of its association with GE, it realized that the company was significantly dependent on GE systems, processes, people, policies, and vendors. The team treated this as an opportunity to develop new systems, processes and frameworks which would be simpler, more relevant, and more efficient, taking the overall employee experience to the next level.
Transforming entire HR ecosystem with cloud
SBI Card wanted to transform the entire HR ecosystem. While working on the end state vision for these platforms the team realized that there was a good opportunity to simplify the technology landscape and the underlying HR processes.
“We implemented the Oracle HCM HR System at SBI Card. Now, the employees have one single platform from the day of joining. This platform provides good engaging experience for learning and development as well as training. This solution is also closely integrated with Oracle HCM Cloud with other Cloud Applications of Payroll, Rewards & Recognition, Expense Management. We onboarded our employees on Cloud HCM (HUMAN CAPITAL MANAGEMENT) solution which turned out to be a huge success. Now Employee Onboarding, performance management and training are done on Cloud HCM solution,” Rama Mohan Rao Amara, MD & CEO, SBI Card, explained.
The company had implemented Cloud HCM in a record time of about four months. Amara thinks that this was made possible by a combination of a good solution, backed by strong implementation support.
“Cloud offers the 4S Principle which are the four things that standout with cloud solutions. First one being speed; transaction speed and speed of new product implementation. The others are scalability, security and stability,” he said.
With the adoption of Fusion HCM, hassles around system upgrades and maintenance issues have been largely done away with. We no longer incur any operational or commercial overheads related to infrastructure, hosting, maintenance etc. We get quarterly upgrades, with new features and functionalities, which are rolled out at no additional cost.
Connecting with customers with Marketing Cloud
SBI Card uses Oracle Responsys to be able to connect, activate, and leverage data from multiple sources to define customer segments that have helped the company improve its customer engagement. Oracle marketing cloud has sent over 200 million targeted messages (SMS and emails) to SBI Card customers for offers.
“Our marketing team can come up with sophisticated and personalized customer experiences across channels and ensure the right and consistent messaging is delivered to the right customer at the right time on the right channel. This helps us connect better and avoid customer communication fatigue which is of utmost importance in today’s world,” he explained.
“In our experience, marketing backed by a better understanding of consumers, helps in chalking out the best suited initiatives. SBI Card has witnessed the same and many such initiatives helped us continue to grow faster than the industry, as reflected in an increased market share for SBI Card as of Q3 2020,” he added.
Apart from this, sophisticated reporting at the aggregate business level, channel level and campaign level enables the company to choose the right communication media for the customers ensuring our spends on the communication are optimized by the choice of channel. The seamless import and export of data, to and from cloud, helps us activate our entire ecosystem in a more sophisticated manner.
“We are further working with the team on using the built in AI to ensure the RFM modeling is utilized and use the trigger based real time campaign orchestration more frequently,” he concluded.
