August 13, 2012
Supercharge Retail Banking Client Retention and Service with Microsoft Dynamics CRM
Previously, I have highlighted how Microsoft Dynamics CRM workflows help streamline and automate various client onboarding and client service processes in the Wealth Management arena. Today, I wanted to focus on how similar workflows and personalized views can improve client retention and the overall client experience in the Retail Banking space.
Due to CRM’s ability to tightly integrate with a Bank’s back-end core processing system of record, new cross-sell and up-sell opportunities frequently can be found within a Consumer or Business Banker’s current book of business. Common CRM query and reporting requests involve instantly retrieving and displaying all customers that have a loan or line of credit, but no checking account. Likewise, a listing of all clients with a checking account, but no direct deposit can also be uncovered. Sometimes, though, it is important to identify clientele that may be at a high risk of leaving the bank. For instance, often times, a banking client may park some funds in a CD, and upon its maturity, decide to switch it to another bank offering a better interest rate. Bankers can actually get out in front of this possible customer defecting scenario and prevent these clients from even toying with the idea of rate shopping. After all, searching for a CD really means searching for a new bank that ultimately could become the client’s preferred financial institution.
When the CD is two or even three months away from its maturity, an email triggered by a workflow in Microsoft Dynamics CRM along with a phone call task reminder can be generated and sent to the assigned Banker or Account Officer with the CD account number, balance, and interest rate details along with a call to action to contact the client regarding the upcoming maturity. The client will appreciate the proactive follow-up from the Banker and be eager to hear about alternative saving and/or investing solutions involving a possible higher rate of return based on their latest financial goals and timeline. Reaching out to the client well ahead of the CD maturity date and providing more appropriate, timely, and relevant financial solutions will allow for adequate time to add value, craft and execute the plan of attack, and prove that the Banker does genuinely want to act in the client’s best interests. Demonstrating expertise and exhibiting care will not only earn the client’s trust, but also preserve the relationship. It may even result in the discovery of multiple jumbo CDs that are about to mature at other rival banks, where the client has been dissatisfied with recent service experiences or fees encountered.
Besides workflows, CRM of course can also provide insights into clients in need of attention via personalized views. Instead of or in addition to receiving an email alert, the Banker can always rely on a real-time filtered view, such as the one below concerning the previously discussed example for upcoming maturing CDs.
Another popular way for Bankers to use CRM Views to enhance client service and identify at-risk clients is to display a listing of all of his open deposit accounts that currently have a negative balance and how long they have been overdrafted. Similarly, a filtered view can be created that highlights any existing loan accounts that currently are overdue in that a payment is beyond 10 days late. You can always change that late date criteria to 30, 60, or 90 if you so desire. Clients in overdraft status or with overdue payments may require some assistance or they may not have realized the current unfortunate state of their account. They will remember that you reached out to them in their time of need to offer a friendly reminder or to explore other better suited terms or solutions. Thus, as their situation improves, they will be more likely to grow their relationship with you and your bank.
An additional way a custom view in CRM can give a Banker an edge is via a snapshot of all loans that are up for renewal within the next three months. Reassessing the credit quality of current business loan customers is necessary every so often based on the terms of the loan. Being prepared and reaching out to the customer is wise to not only extend the relationship and mitigate risk for the bank, but also to uncover any other lending or overall banking needs. Lastly, here is a sample dashboard that combines all of these at-risk concepts in one convenient, centralized area for the Banker.
One of my future blogs later this month will provide additional use case scenarios in which leading Retail Banks are successfully leveraging workflows in their CRM implementations. In the meantime, if you are interested in learning more about how Customer Effective can help you design and implement process automation and personalized views, charts, and dashboards to supercharge your Retail Bank and Banker performance, enhance your client service across multiple channels, and improve your client retention rates, please contact firstname.lastname@example.org.
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