Advancements in technology have made it easier for banks and credit unions to operate and market themselves to potential customers and members. They can now access their funds from anywhere through banking apps. It is also easy for members and customers to apply for a loan without traveling to their bank or credit union.
With all these developments, banks and credit unions need to find ways to improve customer satisfaction and stay ahead of the competition. This is where banking CRM solutions come in. Financial institutions that use the right CRM software can generate more leads, close deals faster, and provide exceptional customer service.
What is banking CRM software?
Banking CRM software is a platform designed to improve the relationship between financial institutions and their members/customers. Today’s banking CRM should remove the complexities, friction, and frustration typically seen in the legacy systems for Customer Relationship Management. Banks and credit unions can use banking CRM systems to understand their customers better. This can help them to provide the best solutions depending on the clients’ needs. This type of software can help a bank or credit union:
- Store important customer information like preferred account portfolios, contact details, customer satisfaction data and upsell product offerings
- Send customized emails, schedule appointments, and reply to feedback on their social media platforms
- Update client profiles with new information like adding a family member to an account or to a credit card
- Create a better customer experience by giving customer service representatives a 360-view of a customer’s account
- Analyze customer behavior and create reports to help make data-driven decisions
- Manage inbound leads and ensure proper follow-up
Advantages of a banking CRM
CRM software in banking is used to deliver better customer experiences. A recent report indicated that customers trust banks with their delicate information more than any other lender. Banking CRM systems can, therefore, be used to achieve the following:
Get a deeper understanding of customers
CRM software is designed to integrate with existing software programs, specifically, CRM for banking integrates with the bank or credit union’s core. This helps provide a clear picture of what is going on in a customer’s bank account. Every action taken by the customer can be stored in a banking CRM system. Banks and credit unions can know when a customer makes a deposit, withdraws funds, or inquires about a certain type of loan or credit card. This allows the bank to gain insight into their customers’ habits and preferences. With such important information, banks and credit unions can design products that can help meet customer and member needs.
Increase customer retention
Most bank and credit union customers prefer online banking to in-person services. This makes it difficult for banks to strategize on how to build long-lasting relationships with their customers. The best banking CRM solutions allow banks to track customer information even when they transact online. The information gathered can be used to enhance customer experiences. It is a smart way to encourage loyalty by showing your clients you care.
Facilitate faster processes
A bank or credit union employee can quickly access customer profiles using a single CRM system. If, for instance, a customer calls the bank, the bank can have real-time updates made to their CRM profile and that data is passed directly to the core. The bank can then review their past interactions with the customer when they visit the bank. This will make it easier for the bank to serve the customer more efficiently.
Improve marketing efforts
A bank or credit union can compile data from CRM software into reports to gain a clear understanding of their customer or member’s needs. The software can identify trends, success stories, and areas that need improvements. This helps banks and credit unions know what their clients’ needs are and tailor their marketing efforts to satisfy those needs.