BANKING ON CRM
Thomas Shields
Vice President, General Manager of Operations
BancVue
@BancVue #SugarCon
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BancVue and Sugar
• Creates financial products and marketing packages to allow small business banks to compete at scale.
• Customers: Community banks and credit unions
• Formerly used Outlook and Excel• Launched Sugar: 2006• Users: 260• Partner: Levementum
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CRM Vision
• Create a single customer view• Unify customer-facing presence• Increase confidence in relationship data• Standardize account management infrastructure
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i CRM TO…
Improve work flows
and capitalize on analytics
Deployment
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Integration/Customization
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• Echosign: electronic signatures• ClickTools: CSAT survey integration• FIRSTBase SSO: Proprietary authentication for case
portal• Insight Exchange: Client dashboard for performance
results • Balihoo: Local marketing automation; online
catalogue of marketing materials and solutions• BancVue Billing: Product billing configuration
integrates with GreatPlains accounting software
Customizations
• Kasasa Marketing Plan: Annual status and forecast
• Product Design: Database of checking product configuration
• Red Review: Documents/escalates/corrective action of client issues
• Client Outreach Event: Custom tracking for various outreach efforts
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Impact
• Improved forecasting– Closed 3 mo. reporting gap
• 3 weeks of staff time back through automation & data consolidation:“Before, we would have to pull from 3 or 4 different reports. With Sugar, we probably have saved at least one week per month just by providing the automated list.”
• Increased accuracy in invoicing: “We use Sugar to manage every single variable of our contracts and pricing with our institutions.
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The Data Difference
• Customer Health ScoreboardData from D&B, Acuity
+ Internal indicators (product sales trends)
= Health Rating
• Customer health roadmap – comparing the ailing customer to a fictional “perfect score” customer
• Action plan suggested by roadmap to upsell and engage with products & services
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Moving forward with CRM
• Improve report-based analytics• Get opportunistic with opportunity data• Refine forecasting• Increase conversions and sales wins• Customize to handle new processes• Develop modules to pursue ongoing and new
business objectives
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Ideas To Bank On
• Standardize approaches to unify customer responses
• Automate processes to grow productivity• Use outside data + internal expertise to create
an actionable customer scoring system• Develop a culture of empowerment
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THANK YOU
@BancVue #SugarCon
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