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Year after year, we hear from financial institutions, “We aren’t ready for CRM.” It leads me to wonder, “How can we not be ready? Aren’t we in the business of maintaining and cultivating relationships with our customers? Aren’t we expected to know the interactions our customers and prospects have with our team?”

It’s no secret that winning and retaining customers is the key to business growth and success. But, given the dynamic and ever-increasing customer demands that financial institutions face today, that’s easier said than done — especially when it comes to implementing and enforcing processes that effectively support your interactions with prospects and customers.

A CRM system is absolutely essential to making that culture shift throughout your financial institution. Here are a few reasons why you should make CRM part of your strategic plan:

Attracting new customers is the top priority for most banks and credit unions. Getting their attention, proving your value, targeting marketing messages toward them, and ultimately securing the account can be a long-term play. But once you’ve landed a new customer, the journey often comes to a screeching halt, which can be disorienting for your new customers — and, in the long run, bad for your bottom line.

Research shows that 80% of financial institutions are still not satisfied with their onboarding program. Despite having the closest relationships with the clients they serve, community banks reported being the least satisfied with their onboarding efforts. Sound familiar?

No one likes to be “sold.” Your current and prospective customers can identify a one-size-fits-all selling methodology from miles away, and it immediately creates distance and distrust. Treating every customer the same, regardless of the customer lifecycle or their individual needs, is a guaranteed way to limit potential revenue and profitability. If you want to be effective, you need a more segmented, targeted, and personalized approach to sales.