Interview: Experian Russia & CIS
Experian’s Marketing Director for Russia and CIS, Nataliya Frolova, with broad expertise in the development and implementation of marketing programs and strategic initiatives at different stages of business development makes a brief overview of company’s best solutions and shares her thoughts and ideas on how to gain your market share in Russia.
What international vendors should think of before entering the Russian market? How to secure customer loyalty and adjust to the current economic situation?
Nataliya’s advice is clear and concrete:
"Study the market thoroughly. Know and love your customers. Be ready for changes.”
Nataliya believes that Experian gained its reputation in Russia from providing reliable solutions of high quality, accompanying its customers throughout the entire life cycle. She is confident: Forbes names Experian one of the world’s most innovative companies for a reason.
Let’s find out a little more about Experian Russia & CIS and its 10 years experience of operating in Russia.
Which markets have become most crucial to you in Russia, and what do you offer to them?
The Experian customers in Russia and CIS countries are the major Russian and international banks and financial companies. The target markets are constituted by telecom and insurance as well. Traditionally Experian was primarily represented in Russia by the Decision Analytics subdivision. Now, Experian is implementing One Experian approach and we are happy to provide to our clients Credit Services & Decision Analytics solutions portfolio with availability of our Marketing Services solutions as well. We provide support to organizations in the areas of credit risk management, automated decision-making, construction of analytical models in the field of solution optimization. The Experian solutions accompany customers throughout the entire life cycle: from attracting customers and managing process of communication with them up to the implementation of high-performance tools aimed to collecting overdue debts and preventing fraud. The most well-known and long-proven Experian products in the Russian market are Hunter –credit fraud prevention solutions, and Tallyman – which has been successfully helping banks deal with risk related to overdue debts, as well as PowerCurve Strategy Manager and PowerCurve Customer Manager. The company has been introducing new products and is rightfully one of the innovative companies, according to Forbes.
Which regions are most attractive for your company?
We work wherever our clients operate. Many banks that use the Experian solutions implement them throughout the whole branch network.
What is your company’s main target audience? What business are your solutions / products focused at?
The Experian customers in Russia and CIS countries are the largest Russian and international banks and financial companies that are keeping pace with the times introducing the latest developments and thus steadily increase the level of customer care.
When did you start operating on the Russian market?
Experian’s history in Russia began in 2002. The company’s office was opened in Moscow in 2005. After this, Experian has been actively working on the post-Soviet space: in Belarus, Kazakhstan and Ukraine. Today most of the leading Russian banks are customers to Experian. This reflects the company’s success achieved by Experian during 10 years of operations in Russia.
Has the company’s strategy and pricing policy changed throughout the past 2 years?
Experian is making every possible effort to respond adequately to the new challenges of the changing economic situation. Of course pricing depends on the scale and complexity of projects and pool of resources to be involved. The loyalty of our customers is the guarantee that we are moving in the right direction providing best-in-class solutions gained appropriate reputation all over the world.
What advice would you give to other foreign companies, which are now contemplating to enter the Russian market?
Study the market thoroughly. Know and love your customers. Be ready for changes.
Speaker’s biography: Nataliya Frolova graduated from Lomonosov Moscow State University, later she received an MBA from the MIRBIS International Business School. She worked as a marketer in the leading global telecommunication and IT companies. She has broad expertise in the development and implementation of marketing programs and strategic initiatives at different stages of business development. From 2008 to 2011, worked at Avaya, where she responsible for marketing planning and communication with customers. In 2011, She led marketing of Mitel (WesleyClower Group of companies). From 2013 she was in charge of Tyco Integrated Fire & Security marketing management in Russia and CIS countries. From June 2014 — Marketing Director for Russia/CIS at Experian.
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