A bank’s CRM system should provide a complete view of its customers across all departments. For some customers, this view might include investment accounts, mortgages, commercial accounts, and wealth management relationships.
Crowe CRM for Banking, powered by Microsoft Dynamics 365™, merges the benefits of customer relationship management and enterprise resource planning into one solution that provides an accurate, 360-degree view into customer communications, interactions, data, and relationships.
The Microsoft-powered Crowe CRM solution for banks gives teams quick access to data and analytics and can also be a very effective tool for driving sales. Here are four ways that banks can use this CRM system as a sales tool:
Checking in with existing customers
Checking in with a customer is often enough to uncover an opportunity that might otherwise be missed. As a result, a bank might resolve to make contact each quarter with customers who have a deposit account balance of $50,000 or more.
The bank CRM system makes it simple to generate a list of those customers and their preferred branch. Specific employees in each branch can be assigned the task of contacting the customers to ask how they are doing and offer assistance with any upcoming banking needs. Employees enter the call notes into the CRM system for future reference, follow up if necessary, and receive credit for making contact.
Onboarding new customers
When a bank representative assists a new customer, they gather information to complete the customer profile and typically assign codes based on the product or service the customer chooses. The codes can trigger follow-up reminders for future actions.
For example, if a customer opens a checking account, the bank CRM system can remind the rep to send a handwritten note to thank them for their business. A week or two later, the system can remind the rep to make sure the customer received their checks. Throughout the year, the system can track these and other tasks along with clients’ responses.
Making regular contact with a customer enhances their relationship with your bank and increases the opportunities to offer appropriate products and services. Adding a summary in the bank CRM system after each contact makes it easier for everyone on the team to provide excellent service.
Contacting prospective customers
Banks sometimes create lists of prospective customers – such as a list of small businesses in the area – and import the lists into their CRM system. Branch managers select the people they will personally contact and add them to their prospect list. An organized lead pipeline allows team members to address potential sales opportunities as prospects progress through the sales channel. Users can see who contacted the prospects, when, and with what results.
Encouraging referrals
Complete customer information in the bank CRM system helps employees make referrals. For example, an assistant manager might notice a large balance in a customer’s savings account earning very little interest and that the client has a SEP IRA that might be able to accept a new contribution. Before sending a referral through the bank’s CRM system to the investment department, the assistant manager can check the system to see whether a referral already has been made.
A valid referral goes to the investment department employee, who will receive an email about the person to contact. Even employees working remotely can receive alerts on their phones. When the lead is accepted, the referring person receives a notification.
