CRM for Financial Service

Top CRM Software for Financial Service

What is CRM in relation to the financial sector?

As in any other industry, finding a CRM for a financial institution is not easy. CRM stands for Customer Relationship Management. In CRM, you'll store customer data and use marketing automation and a sales pipeline to interact with the right customer at the right time.

Most CRMs now include workflow automation and customer satisfaction algorithms to improve customer relationships.CRM solutions are key to improving sales and marketing efforts. For financial institutions, data warehousing is a major challenge.

Of course, smaller companies will be satisfied with cloud solutions. Larger institutions may need to store customer data locally, in a perimeter they trust. Banking CRM is a hot topic, and sales teams are seduced by modern and artificial intelligence-based tools to facilitate customer acquisition and retention.

Why use financial CRM-system?

The benefits are many - but #1 is reduced set-up time with little customization of customer relationship management systems. Here's a list of the most important features:

• Turning more leads into customers
• Marketing automation
• Contact management
• Customer experience tracking
• Personalizing and improving customer experience and communication
• Increase sales and marketing productivity through easy access to all customer information
• Ensuring internal data consistency and collecting customer satisfaction data in a consistent CRM system for sales

When is it necessary to implement CRM?

Banking CRM system is quite complicated, its development is expensive and takes a lot of time. Not everyone is ready to implement a digital tool at once, because the old model of work already brings results. But the introduction of CRM for the bank is necessary in such cases:

• There is no complete information about customers, it is impossible to potentially understand the profit, the interest of potential customers, existing users and evaluate the interaction between the client and the company.
• There is no way to effectively manage processes, set up employees, track efficiency, understand needs. If the service is of insufficient quality, the company ceases to develop.
• Customers leave for unknown reasons. New services don't sell, the growth of clients is small, and regular users reduce their presence in the company and go to competitors.
• Budgets are spent on marketing without results. Advertising stops working, its effectiveness drops, results are poorly tracked, new products are not promoted and marketing is virtually non-existent.

In these cases, it is recommended to necessarily implement digital tools. The bank's CRM system will allow you to find weaknesses and strengthen your business.

How CRM for Financial Service looks like?

There is a mandatory CRM structure for banks to be implemented:

• customer base with the division of profiles into individuals and legal entities, customer segmentation, partners and intermediaries base, providing different levels of access;
• database of banking products with the status, evaluation of the effectiveness of the promotion of services and products, sales strategy development tools;
• management and analytics of sales, control of business processes, monitoring of efficiency of concluded transactions, assessment of employees' work;
• marketing tools, allowing quick and effective introduction of new products, promotion of services, reducing expenses for advertising campaigns; 
• personnel control, making plans, schedules, tools for setting tasks and tracking their fulfillment, tools for bonus program for employees for accomplishing planned tasks and other technologies that allow to control the personnel;
• organization of the call-center, communication with the site, reception of requests and appeals from various sources, tools for recording conversations and keeping history of communication with clients;
• collection control and mechanisms of work with arrears;
• processing of credit applications, automation of many business processes and calculations;
• analytical functionality to assess the effectiveness of the management of the banking system, statistics and data accounting tools, work with documents.

CRM system for the bank allows to automate many actions, eliminate routine tasks, take the load off the staff, to simplify bureaucratic procedures. Depending on the needs of the company, different functions can be implemented. Any idea can be implemented, the main thing is that the tools should bring results and be effective for business owners.

Analytical CRM for Financial Service

Customers make a variety of transactions that are difficult for an operator to keep track of. CRM analyzes all financial actions to understand what the client is more inclined to do - take a loan, place a deposit, etc. This forms his financial preferences and "customer image", and highlights more promising customers. The system allows to build analytical models for client classification, forecasting of purchasing behavior and helps the bank to make a better offer to the client.

The analytical system allows:

• plan targeted marketing campaigns;
• to use mathematical models to increase the efficiency of the offers (to determine more precisely the target audiences, products, the most appropriate channels of communication);
• send messages to different communication channels;
• monitor the effectiveness of marketing campaigns.

CRM uses the open data for mailings, calls and campaigns to attract new customers. It generates statistics of leads from the top level of the sales funnel. A strategy is also built for the return of past customers. CRM analyzes the reason for leaving, selects an individual offer able to interest, notify the manager of questions from the user, and conducts trigger campaigns.

CRM tools allow to track the relationship between the use of certain banking products and the disposition to use other products. This helps build a strategy of offers for maximum effect.

The manager receives statistics on the entire bank, each division, department and employee. It becomes possible to highlight and encourage the most successful managers and motivate the rest.

Choosing CRM for Financial Service: what to look for?

Banks work in several areas at once: loans, investments, cash and settlement operations, and commission operations. When choosing software, you will need to take into account the specifics of each of them. It is not superfluous to analyze the number and specifics of the departments: what difficulties are faced by employees, where there are the most problems.

A good CRM-system for Financial Service must meet the following requirements:

• Work on the principle of a single window. All requests come into a single base from different channels of communication with customers: e-mail, feedback form on the site, phone, text messages, instant messengers and social networks. Then they are processed according to a predetermined algorithm.
• Usability. Visibility is welcome - the visual display of sales processes, the construction of charts and graphs, accessibility for staff. The easier the interface of the system, the faster you can implement it in the company's work. The formation of databases for the tasks of a particular bank, department or specialist. Possibilities of sorting by definite criteria, grouping and search.
• Availability of a task scheduler. Not a single task is lost if they are regularly entered into the program. And the built-in notification system is convenient both for employees and bank management. All results are kept for further analysis and efficiency evaluation of the work of departments and each employee.
• Adjusting access levels. Restrict managers' rights based on their need for certain data. This will protect the level of protection of commercial information.
• Reporting. SRM systems for banks simplify the work with documentation. The program automatically builds graphs, charts based on analytics for a selected period.

How to evaluate the effectiveness of CRM?

There is no universal formula that would allow you to evaluate the investment in CRM and the return on it. But you can track the direct and indirect economic effects of software implementation. For comparison, measure the figures on sales, costs and number of clients before the employees began using the CRM and after - after a month, six months and a year.

For example, CRM helps you focus on more profitable customers. Prepare personalized offers for them, and in the short and long term, the bank's revenues will increase.

CRM will also help to build an effective product promotion chain and choose the best channels. This, as well as reducing costs has a positive impact on the company's profits.

If you have properly selected and configured the software, trained employees, implemented a motivational model, then the productivity of staff will increase. Managers will be faster and better serve customers, it will affect their loyalty.

The effectiveness of CRM implementation in the bank will be evidenced by the growth of the client base and cross-sales, the percentage of successful transactions and the acceleration of bringing new products to market.