As your financial institution grows, resources stretch thinner and thinner since employees have more people to serve in the same amount of time. Sacrificing your quality of service isn’t an option—your business is centered around relationships! The only way to scale successfully is to have the right processes and systems in place that accommodate growth and empower your team.
Here’s how a CRM created with banks and credit unions in mind can save time and ultimately scale your business.
1. Customer Knowledge Consolidation
The methods that once worked for your bank or credit union to track customer information won’t be as efficient after hitting a certain threshold. That’s when a CRM system steps in to help your team easily organize and share data so everyone is on the same page faster. In doing so, the CRM equips employees to offer a timely and informed customer experience.
TouchPoint Tracking
A CRM for banks and credit unions holds all customer information in a single view as opposed to spreadsheets, emails, post-it notes, or someone’s mind. These items are often overlooked, meaning key insights are missing when serving a customer. Rather than needing to reference multiple sources, a CRM is an up-to-date source of truth that employees can rely on when they need context about a customer quickly.
Account Transparency
Imagine being on the phone with a customer, then needing to put them on hold while you call your colleagues to find out more information. The employee feels frantic, and the customer feels frustrated. With a CRM for banks and credit unions, all data is accessible at all times. Any team member can search the database and effortlessly look up the customer’s history. No additional calls are necessary. Plus, if an employee is on vacation, out sick, or leaves, the intelligence stays with your financial institution and is easily shared with others.
Cross-Selling
With all customer interactions available in CRM, employees are able to make quick decisions about account growth options. Maybe the customer has already been offered (and turned down) a product, but a new product might be relevant. Only spend time where it counts! Identifying opportunities is easy with a CRM. Employees won’t duplicate their efforts and customer service benefits as a result.
2. Automation
Although everyone is capable of repetitive, simple tasks, why not lighten employees’ load with the automation capabilities of a CRM made for banks and credit unions?
Internal Workflow Processes
Manual tracking and actions consume time unnecessarily, especially if tied to a process that affects more than one employee. Consider how much time your bank or credit union could save if parts of the referral and onboarding processes were completed automatically by a CRM. Automation streamlines workflows and frees employees for other relationship-building tasks.
Goals and Incentives
A key way to grow your financial institution is to have motivated employees interacting with your customer base. Oftentimes, it can be difficult to manage incentive programs and know whether employees are meeting set goals. Without up-to-date, accurate scorecards and progress statuses, employees lose interest. A CRM for banks and credit unions will already track customer touch points and who did what, so there’s complete transparency in their performance without any added work to attain it.
Marketing Campaigns
With new customers joining each day, maintaining up-to-date marketing lists and campaigns is nearly impossible without a CRM in place. But, the ability to segment and personalize messaging is essential to serve customers effectively. Whether it’s a phone call, email, or direct mail campaign, a CRM for banks and credit unions will create targeted campaigns so the right message reaches the right people at the right time.
3. Business Insights
Banks and credit unions have a wealth of information tied to their customer base that, if not used, is a missed opportunity. Your data should work for you so that trends, insights, and results can guide decisions. See how a CRM for banks and credit unions provides key analytics at your fingertips.
Reporting
Without a centralized location for all customer data, creating reports is painstaking since data needs to be collected, then organized. A CRM automatically creates reports since it can pull the information internally. In-depth reporting and analytics are available in minutes for you to see the health of the institution, accounts, and more. Plus, reports and dashboards are shareable, so all stakeholders can view the information without digging for it.
Profitability
Running a successful financial institution takes more than seeing account name and size. Which accounts are profitable? Why? Using those insights, you can create customer retention and growth programs to build on what works. Without a clear view of your account details, you’ll spin your wheels figuring out where to start, what to keep, and where to improve. Let a CRM compile the information for you!
CRMs help banks and credit unions consolidate customer knowledge, automate processes, and gain insights into the business. Doing so allows employees to dedicate their time and energy towards more crucial functions that tangibly grow customer and member relationships. See how the 360 View CRM suite of products will help your financial institution take advantage of time-saving efficiencies!
