A CRM system is valuable only if it is used effectively throughout the organization. What if employees fail to gather and enter data about their customers, transactions, and referrals? What if employees enter the data, but others fail to use it to drive business? In either situation, valuable opportunities could be wasted.
If employees can see how the CRM system benefits themselves as well as the organization, they will be more likely to enter and use the data they’ve collected.
Incentives and CRM
To motivate employees to use an organization’s CRM system to drive business, customer satisfaction, and profit, many leaders find that incentives work better than directives. Some financial services organizations tie accurate entry of CRM data to performance reviews. Other firms implement an organizationwide incentive campaign. Many organizations reward a top-performing employee or branch for completing profiles and making qualified referrals. Once the behavior becomes routine, it is easier to repeat.
Opportunities and convenience
With sufficient customer data in the CRM system, employees can use the data to determine which customers might qualify for products such as college loans, retirement accounts, insurance, investments, or mortgages. Employees can recommend appropriate services or another institution with which the organization collaborates. Leaders can view and generate activity reports showing closed deals resulting from employee referrals and then identify and reward top performers.
Credit for referrals
Complete, up-to-date referral data in a CRM system helps minimize internal misunderstandings after customers move forward with a new product. For example, because of reasons such as convenience, timing, or absence, a customer might end up working with one employee on a new product transaction despite having previous product-related conversations with another employee at the same or another location.
Crowe CRM for Banking
Crowe works with more than 1,800 financial services organizations across the country, including about two-thirds of the top 100 U.S. banks. With Crowe CRM for Banking, an add-on solution powered by Microsoft Dynamics™ 365, users can get a 360-degree view of customer data, including a single view into communications, interactions, operations, and relationships.
Crowe CRM for Banking enables organizations to integrate sales, marketing, and service functions so executives and team members can access and share complete information across departments, product lines, channels, or intermediaries.
Visit CroweCRM.com for more information about Crowe CRM services for Microsoft Dynamics 365 software. Have a question or interested in evaluating the CRM functionality in Dynamics 365? Contact us today.
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