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