Pub. 6 2015 Issue 4

winter 2015 27 West Virginia Banker • Existing customer relationships, the easiest and biggest opportunity for growth, are naturally promoted because customer needs are proac- tively anticipated via their preferred channel. • Lead generation is smoothly facilitat- ed, ensuring the conversion of prof- itable prospects since the Sales team can easily view, manage and hand off prospects and customers through one system. • Familial, employment and advisory affiliations are captured, creating new leads with profitability potential that also strengthen the sticking power of the original relationship. In addition, an integrated CRM provides the agility and mobility that allows today’s institutions to satisfy the demands of busy consumers: • Any user can access the CRM wher- ever they need it, i.e. a salesperson meeting with a prospect at their place of business, a branch manager follow- ing up with a customer while on the road, even a marketing associate cre- ating a targeted direct mail offer while working from home. This improves work productivity and efficiency, as well as employee satisfaction because they have the tools to be successful right at their fingertips. • This universal access also increases customer satisfaction. The integrated CRM’s real-time profile identifies high-impact offers and solutions to be presented at the very moment of customer interaction through the customer’s preferred channel. • Banks can immediately identify and prioritize the most profitable products for the most profitable customers, yielding the greatest possible return. Integration also facilitates and streamlines communication and collaboration between all business lines, functional groups and banking channels by: • Generating “smart” dialogue with customers and prospects. They never have to repeat their story because it’s visible and shareable by all within the core system, so they always feel valued. • Breaking down barriers between busi- ness lines, which ensures no oppor- tunities are lost because of a lack of communication. • Increasing work productivity because no two employees are inadvertent- ly working on the same task for a customer. • Supporting and protecting the brand image by ensuring a consistent voice, no matter how or with whom the cus- tomer is interacting with the bank. Let’s face it, bank commerce has evolved dramatically. Consumers now require both a personalized relationship with their bank as well as a wide product and technology range. Banks that meet those two crucial demands will grow their business and rise above the competition. For more infor- mation on how an integrated CRM can benefit your institution, download our free white paper, Latest Generation CRM Helps Community Banks Recapture their Competitive Advantage. n Shanda Purcell leads CSI’s Customer Relationship Management (CRM) initiative, providing leadership for the overall design and functionality of the platform. With more than 20 years of business and software devel- opment experience, Shanda brings proven leadership to all aspects of the CRM solution, from research to implementation.