CRM Solutions For the Banking Sector
- August 31, 2021
- Posted by: Kedrus
- Categories: Business Innovation, Customer Relationship Management, Marketing
During the industrial revolution, the banking system was greatly impacted by the breakthrough in technological innovation. Business moguls and rich public statesmen who used to keep their money in their bedroom began to put money in the banks.
As the banking system evolved, laymen could find it comforting to put their hard-earned money in the banks. Bank transactions like savings and withdrawals became a thing. People appreciated the peace of mind the system brought to them. They were able to keep their money with the banks and withdraw anytime they wanted to.
This transformation in the banking system created a boost in commerce that was pivotal to a better standard of living in those days. Not only that, it also helped to raise the standard in the banking sector by creating experiences that are more engaging. Today, the banking system provides ample opportunities through which people can meet their needs.
Reading through the short piece above, you would realize that commercial banks thrive on people. They exist to give people a wonderful experience. That’s why the competition among banks is driven by one major goal, which is to create the most memorable experience for customers.
Banking is a game of people. Banks who haven’t learned how to play this game will end up being swallowed by ones who have. The drive for efficient customer experience has made growing and established banks seek means to give their customers superb customer services and experiences. These banks do all they can to improve the quality of their relationships with potential and existing customers.
Seeing the struggle and investment banks put in just to keep and improve customer experience. CRM systems are of great benefit to the banking industry. Businesses that integrate CRMs in their work process experience increase in profits. Banks are not permitted to be left out.
WHAT THEN IS THE PURPOSE OF CRM IN BANKING?
In modern banking, the primary objective of CRM is to utilize people, processes, and technology to exceed customer’s expectations, thereby giving them a wonderful experience.
Seeing that most modern banks rely a lot on customer’s data. CRM systems have a great role to play in utilizing this data for maximum profits.
Most modern banks are capacitated to collect, store and manage the data of their customers at every stage of their engagement with the bank. They’ve also developed products and solutions that can solve the problems of their potential and existing customers. Examples of these solutions are loans for small businesses, pension funds, account opening, shares, etc.
Modern banking solutions were created to solve real problems. To effectively sell these products, different marketing and communication modalities will be required. And these communication modalities are implemented using separate tools.
Because different tools are used for this mode of communication, employees of the banks are usually engaged with capturing and storing data, and most times this takes forever to accomplish.
The objective of CRM in modern banking is to unify all the means of communication and marketing on one platform. This helps all the information to be readily available when needed, and this platform enables the employees to be customer-centric instead of focusing on daily tasks like sending emails, collecting data, documenting customer files, etc.
CRM is a blessing created through the faculties of man to help humanity. The features of CRM have helped several businesses in different industries, the banking sector isn’t left out.
Below are the key features of CRM in banking.
CUSTOMER FOCUSED SYSTEM
When the CRM system is integrated with other applications the bank uses, it creates a platform where the customer’s data and transaction activity can be monitored from one spot.
This helps the staff of a bank to be customer focused. It also enables the employees to track transactions from end to end.
Leads are essential when it comes to increasing the reach of the banks. They increase the bank’s visibility and can make these banks profitable if the leads are effective.
CRM systems help in the management of leads for the banks. It helps the bank reach out to more people, make them customers, and turn them into brand evangelists.
The CRM system also helps in the automation of marketing campaigns like sales funnels, email marketing, chatbot marketing, etc.
This feature in the CRM is what makes most businesses futuristic in their approach and strategy.
This system helps the bank to predict and forecast the behaviour of their existing customers in years to come.
For instance, if an individual opens an account in any of the commercial banks, and the profile of the individual reads that the person is a student. The bank won’t bother advertising loans, and investment opportunities of 50 million and above, seeing that the said individual lacks the buying power.
How about in 10 years, the said lad must have upgraded to a current account where he can accommodate such an amount of money in his account. The bank seeing the growth in this person’s account would comfortably advertise to this person because he or she has the purchasing power.
The customer data they have at their disposal helps them to accurately make such prediction.
CRM creates a platform where the bank management can be able to assess the proficiency of employees. This gives room for interactions between customers and employees to be supervised to ensure that the right communications are being carried out.
The feedback the management gets from this system can inspire them to organize workshops for the improvement of their staff. And, based on the performance of the employees they can be recommended for promotions and cash gifts.
CHOOSING THE BEST CRM FOR BANKS.
In this part of the article, we’d be looking at what to consider when choosing a CRM software for banks.
When choosing a CRM for a bank, due diligence should be done to ensure that the bank’s unique needs are put into consideration.
Below are a few factors to consider when choosing CRM software.
Before choosing a CRM software for commercial banks, ensure it has the feature for automation. Also ascertain its capacity to be integrated with other applications of the bank that can enable the bank to automate their sales process, from sales funnel to lead traction and management to email marketing to closing.
The automation feature should be very functional, else it won’t be useful for most commercial banks.
Never come to that place where you trivialize any feature in the CRM system. Analytics is not a feature to trivialize, because to a large extent, it can facilitate ease in the banking process.
Banks work with data. Analytics helps in collecting, analyzing, and storing data. The insight you get from this analysis can be used in making the right decisions.
Therefore, in choosing the right CRM for your bank ensure it has a feature for analytics.
Just imagine, a cybercriminal hacks the data of a customer’s account in a bank, and some millions were extracted from the bank. What do you think will happen to the bank?
The reputation of the bank will be at stake. You answered correctly. Commercial banks should go for a CRM software that has a feature for data security and protection.
This feature in CRM software can’t be overemphasized. The primary objective of CRM in banks is to ensure the staff of a commercial bank has access to the data of customers from any part of the world.
This feature helps the staff to continue working from their homes even after the close of work. Therefore, when commercial banks are considering a CRM solution to implement, they should look out for accessibility.
The need for CRM in the banking industry is very evident. It plays a major role in managing customer data which is crucial for achieving better customer experience.
Banks who promise customers an awesome experience should ensure they implement a CRM solution. Seeing that most CRM possess features that help banks stay true to their promises.
In this article, we were able to discuss the use of CRM for banks, the meaning of CRM, the features of CRM, and what to consider when choosing a CRM software for commercial banks.
Lastly, commercial banks who desire to scale and make more profit in this new economy should consider integrating CRM systems in their work process.
We hope you got value.
When you want to implement a CRM solution, Kedrus Consulting is your go to partner. We provide best in class services based on our depth of industry experience and staff expertise.
Reach out to us today: Info@kedrusconsulting.com