Add dimension to the customer experience
For savvy financial institutions, it’s not enough to simply have a customer walk through their doors or engage with them online. The real opportunity lies in truly understanding who they are, what they want, and how to maximize the value of each relationship. Being able to easily identify key information about the customer — such as demographics, life stage, which business or consumer products they use, and any unmet banking needs they may have — will allow employees to gear their conversations toward relevant recommendations. By providing the right balance of user-friendly technology and personalized service, banks and credit unions are perfectly positioned to become the primary financial institution for their clients for years to come.
Don’t work in a silo
Banks and credit unions tend to keep bits and pieces of customer data locked up across disparate systems. And when key information is spread thinly across core banking platforms like Fiserve or Jack Henry, loan origination systems (LOS) like Encompass or Byte, or wealth management systems like Tamarac or Junxure, swivel-chair inefficiencies abound! Navigating siloed data requires your staff to either access multiple systems in an effort to understand the customer and the depth of the relationship, or to transfer the customer to another department because the information they need isn’t readily available. This can lead to a frustrating customer experience. Fortunately, ShellBlack understands these hurdles and can help you pinpoint the right data at the right time.
Understand what’s driving engagement
Having a complete picture of your customer is important, but it’s just as critical to have a thorough understanding of your own marketing initiatives and outreach strategies. Are people responding to an advertisement for a great rate on a CD or commercial financing? Is your advertising effective in converting new customers and growing wallet share? Do customers have questions about your products, services, or online banking system? Or do they need to report credit card fraud? Not surprisingly, engagement data is usually spread across multiple platforms or captured incorrectly. We have the tools and expertise to help marketing departments measure the effectiveness of their efforts.
Use 360-degree insights to execute better
ShellBlack can help you leverage the Salesforce Financial Services Cloud (FSC) to consolidate your customer data and deliver on the promise of a 360-degree view of your customer. We can help craft a strategy to show important information, such as products used, account balances, cross-sell and up-sell opportunities, and referral tracking. Plus, with marketing automation tools like Pardot and Marketing Cloud, we can help you monitor and enhance your return on investment of marketing dollars.