Empower Your Banking Business with Lead Management and Opportunity Management for Banking

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good afternoon this is robin way the president of koreos i get the opportunity to work with a lot of chief marketing officers and the heads of community banking for medium and small tier banks around the country and one of the things that they desperately want to be able to do is put high quality leads in the hands of their relationship managers in the branches and the call center bank but putting those leads into their hands at the right time about the right customers giving them advice and direction about the right offers and the right messages to bring to those customers and being able to continually add value to those leads is a big challenge there's a lot of moving parts such as crm systems databases marketing strategies and contact strategies and analytics my firm has been able to put together a cohesive vision of how all of those moving parts should work together in harmony and orchestrate the flow of information about your customers and the leads that your sales team and relationship managers manage on a daily basis into something that can be delivered in a reasonable time frame that's what this presentation is about to do so i'm going to tell you the story in three chapters first we're going to start with the day in the life of the commercial banking customer and the relationship managers of the bank with whom he comes into contact with as he's looking at some of his unmet financial needs for his firm second i'm going to share with you the architecture that makes all of this possible between the branch and call center crm systems that are on the front lines as well as the analytic and database tools that are on the back lines third i'm going to show you how all of this fits together let's get started let's open the first chapter of our story by talking about the day in the life of the commercial banking customer and the relationship managers that he works with this is brian gates he's a small business owner and he's also a great california bank business banking customer he's got three types of accounts with the bank including business checking savings and a small business administration loan for a 25 000 limit as this business is growing he needs further liquidity so he's looking for an expanded line of commercial credit and he's also got clients who want him to take credit as a form of payment for his services so he's looking for a merchant services account he visits the great california bank website clicks through to the business page and starts exploring different kinds of lending devices including term loans being an impatient business owner though he finally just picks up the phone and calls the business banking website and he reaches stephanie when stephanie picks up the call from brian the screen pop for her salesforce.com website shows who's calling and a little bit of information about him she opens his record in salesforce.com and starts evaluating some of the different kinds of products he might be eligible for she also collects some information from brian and starts to populate a next best offer screen in salesforce.com at this point the quick underwriting scoring models that she's run show in his profile that he's got a relatively low utilization of his existing small business administration loan but he has a strong cash balance in his checking and savings accounts these scores also show that they can increase the customer lifetime value for brian if great california can do the following first grow his utilization of his line of credit add a business credit card and add merchant services so stephanie realizes that's a tall order for her to complete as a call center banker so she gets jason involved jason's a relationship manager in the downtown los angeles branch near brian's office while she's got brian on the phone she schedules a meeting for him with jason on the 2nd of june she also uses salesforce to pass the lead over to jason and on the second in the office jason and brian get together and they start discussing the potential for brian's new line of credit as they sit down jason starts to uncover some of the more qualitative information about brian's business interests and his unmet financial needs he asks him about why his business is expanding and what his goals are what the ownership structure of the firm that brian should share with jason so they understand who else is involved in influencing the decision he's going to gather a little bit more information about other trade lines on his bureau feed look at his three-year growth and if brian's business is listed on dun and bradstreet then he'll do an overlay from that third party data source to gather a little bit more qualitative information about the account so jason gathers that information in the interview with brian and runs some initial numbers and comes up with a pro forma offering and what this pro forma offering is based on the initial view of brian's business is let's make a line extension of your line of credit to two hundred thousand dollars and three point nine percent and also extend you an offer for a commercial credit card line at twenty thousand dollars at prime plus five point nine the requirement for brian is that he keeps his checking in savings cash balance at least fifty thousand dollars and that he accepts a merchant services payment station so this is an attractive offer to brian because it does help meet a lot of his needs but he needs to confer with the rest of his advisors including his business partner his attorney and his accountant so they agree that they're going to do a follow-up meeting a couple weeks out on the 16th of june but wisely jason realizes i want to stay top of mind with this customer because there's a lot at stake here we can really grow his lifetime value to the bank so he schedules only three days out on the 5th of june triggered email that will go to brian and remind him about what they talked about and offer up some additional information to help him make that decision so when he receives that email then he clicks on through to the website and enters a loan pricing calculator that jason suggests he can use and when he does that he's interested he starts to run a few business scenarios to investigate different kinds of term structures and on that loan and runs and when he's done running a few scenarios what that does is it triggers a note to jason's salesforce.com client on his smartphone so he can see that brian has has followed up on the information that's uh that he put in front of him what this is doing is brian's gone all the way from a very cool lead to a warm lead when he called stephanie in the call center and now he's a hot lead so jason knows that he's got the customer's attention and he wants to be able to make sure that while brian is running a few of his own financial scenarios in the loan calculator he also needs to make sure that he's running the loan scenarios for which brian's businesses are actually qualified so he runs a few additional scenarios and he packages that up and sends that in an email back to brian they get together on the 16th and they're able to with all that full information in front of them able to close the transaction which is successful for brian and it's successful for the bank so that's the end of the first chapter now let's explore what kind of capabilities make that story possible so first we're going to focus on the start of the story when brian came website so demand generation through web and mobile the bank is monitoring how customers like brian either on the public site or the authenticated site what kinds of web assets he's consuming so that's one source of information second we have prospect marketing data sources like dun and bradstreet available from third parties and finally we have because he's an existing customer we have brides information coming out of the core banking platform all this needs a home in order to be passing information to salesforce and to be adding value to the lead through analytics so the first capability that comes to play to organize this information is householding and buying team identification this is capability that identifies that not only jason and stephanie have been talking to brian but probably somebody's been working with his junior partner in the business somebody probably knows his attorney somebody probably knows his accountant so that being able to identify all the members of the buying team and link them in salesforce so that jason and stephanie have a comprehensive view of everybody involved in the buying decision is important second scheduled messages like the email that jason sent to brian three days after their initial face-to-face meeting gets done through campaign management the ability to send targeted groups of messages to groups of customers about products and offers is done through that capability third triggered alert management so when brian is investigating the loan calculator on the website that sends a triggered message to salesforce and notifies jason that he's got a hot opportunity here so that capability is is made possible through triggered alert management again all of this information needs a home and that's the sas campaign and triggered data mart so information from demand gen on mobile and web prospect marketing and the core banking platform as well as information that is value added from buying team identification campaigns and triggers all live inside this sas campaign and trigger mark but we're not done yet we've also got the branch and call center crm system so let's assume in bank's case that that might be salesforce.com so both stephanie and jason use this platform to exchange information and store updated information about brian as they continue to work with him that information lives inside the crm database associated with salesforce.com finally the third major lag on this stool is analytics so through predictive scoring and offer optimization we're able to identify what are the right kinds of offers what's the right mix of pricing what's the right term structure that not only maximizes meeting brian's unmet financial needs for his firm but is also qualified against lending policy and credit policy small business customers like his like his company so that information lives inside the sas marketing analytics mart all of this then gets funneled back and synchronized back to the sas campaign and trigger mart the marketing information the marketing analytics information and the sales force information all flows in an orchestrated manner as well as the feeds coming in from demand generation prospect marketing and the core banking platform to show you what this looks like in a real world context let's flip over to salesforce.com so here's brian gates's information inside salesforce.com and looking at his next best offer information we've got information about both his loan request such as what's the value of his current property what's the amount of the loan request and some information coming from his bureau feed such as the age of the oldest credit line in months and the number of credit lines he has his current debt to income ratio and so on so we're going to click on this customer strategy recommendation engine which in real time is going to take the information we've gathered about his next best offer and give stephanie for instance the ability to run some quick scores on what is the highest qualified offer for him so we see he's got six credit lines either with the bank or with other banks his current debt to income ratio is 40 percent he's got a 450 000 capital in his business and he's asking for a 90 000 loan he doesn't have any delinquencies or any uh derogatories from his self-reported application so stephanie runs that in real time and gets back a set of offers that he's highly qualified for she can review the probability that he'll accept that offer and start to go through the application and onboarding process as well as what's his risk what's his scorecard risk she also gets advice from this real-time offer optimization capability that says make sure to explore what kind of loan amount he's interested in his debt to income ratio and whether he has any derogatories so she pulls a refreshed credit bureau for him actually he's got four delinquencies and two derogatories or serious delinquencies she resubmits she can see now that the probability with the updated information actually has dropped the probability of him pursuing this product has dropped from 26 percent to 18 percent and his scorecard points his risk has gone up so this gives her the ability to run real-time information about what kinds of offers to give him and what sort of qualification to drive the conversation with the client now let's return to the third chapter in our story we opened by meeting brian gates the great california bank business banking customer who needed an expanded commercial line of credit in order to keep growing his business when he visited and logged into the great california bank website he started navigating throughout the web to explore information about commercial term loans and this is information that starts to change his profile with the bank web beacons on the website are tracking that he's getting impressions on web assets about products he doesn't currently own so what that does is changing his profile to the bank and making him uh look more attractive as an act as a cross-sell option one brand called stephanie in the business banking call center that further escalates his scores because now he's gone from navigating on the web to calling a call center banker stephanie knows that she can't complete this transaction so she collects the appropriate amount of information for this interaction and gets ready to pass the lead over to jason so jason and stephanie coordinate via salesforce.com she also schedules the meeting with brian for the 2nd of june and make sure that jason's got that information that he's going to be able to take that meeting she also physically passes him that lead what happens at that point is that the credit and clv scores that she ran in salesforce get updated in the analytics database so that jason can see that information and all the contact channels such as the web the call center and the scheduled branch visit go into the contact history file what happens next during the in-person interview that sort of information is used to qualify how much of a loan how much exposure the bank is willing to put into that expanded line of credit and it's also looking at calculating his risk weighted margin contribution of the offer all that goes back into the core banking system as part of the loan app and the origination process which then because the marketing analytics database is pulling a feed out of that on a scheduled basis also gets synchronized when jason makes the initial offering of that pro forma for brian that's based on offer optimization and predictive scoring tied to all the info that's been gathered about brian's business up to that point brian says to jason that he needs a few weeks to confer with his business partner and his advisors and he also wisely schedules that three-day follow-up for the email that updates the campaign database so the contact history files shows that in three days that email is going to go out with the with the tailored information what happens next is brian receives the email on the fifth start goes to the website and starts to uh loan pricing calculators which also triggers that lead that shows up in jason's salesforce.com on his smartphone there's tons of things going on right now all this orchestration about the touches about the web assets being navigated about the loan calculator scenarios are all being stored in a centralized location and it sends an alert via real-time triggering to jason to let him know hey get on the phone with this customer because he's a hot lead so finally jason runs those additional scenarios for which brian and his business are pre-qualified and delivers that final bundle of offers to brian who feels good about the choices that he's been presented with because he's had a continuous stream of information about his business delivered to stephanie and to jason all in one location so he knows he's being well taken care of even after they've committed the transaction and completed the sale jason knows he's not done yet what he also does is he schedules several trigger alerts on brian's account remember that it's important to the bank in order to maximize the growth in the customer lifetime value for brian's account that he needs to make sure to utilize the line extension that they've opened up for him so that there's you know a good margin capture as a function of the additional exposure jason also sets up a trigger to monitor that brian's business activates the card payment station through the merchant services and finally jason decides to set a six-month follow-up visit to go visit brian at his place of work so that he can stay close with this customer the whose relationship he's been nurturing all of this does sets the stage for jason to have a really strong relationship with this growing business and the profitability that gets leveraged through that relationship so that wraps up our story about brian gates our business banking customer of great california bank while this story is hypothetical these results are real koryos has helped banks throughout north america produce valuable contributions to margin through next best offer strategies and we'd like to help you do the same visit our website at koreosgroup.com harmony to learn more about how we've helped banks just like you use next best offer strategies throughout their branch call center and online sites to earn more margin contributions and serve their customers more effectively thanks and have a great day