CRM Evaluation – The People Factor

Two Factors of Banking Relationship Management

Banking Relationship Management has both a technology factor (CRM software) and a people factor (managing a book of business). We define the people factor as “the process of expanding relationships with an assigned list of existing customers (a book of business) by uncovering their needs, goals, dreams and aspirations over time and building a profile in your CRM system (the software)”. It requires proactive and periodic outreach, building customer trust and avoiding product pitching. This approach results in loyal advocates, referrals and increased business.

Evaluate Your CRM Program on The People Factor

How well is your organization doing on building customer or member relationships? Rate each statement on a scale of 1 to 4 with 4 being most true and 1 being least true. Enter your rating in the box below each statement. Your score will be instantly tabulated as you check each box.

  1. I’m confident most of our customers or members do not consider us just a transaction destination but also a partner and resource for their financial affairs such as borrowing, financial planning or investing.

    2. Least True   1   2   3   4   Most True

  2. We have an outreach program in place to deepen relationships, increase loyalty and create sales opportunities with our high-potential customers/members who use automated online services rather than visit our branches.

    3. Least True   1   2   3   4   Most True

  3. We have staff that function as relationship managers with an assigned list of customers or members..

    4. Least True   1   2   3   4   Most True

  4. Our relationship managers have been trained in relationship management skills.

    5. Least True   1   2   3   4   Most True

  5. Our staff is comfortable with going beyond simply recognizing a cue and pitching products to engaging customers in conversation, recognizing life events and uncovering their goals, dreams and aspirations.

    6. Least True   1   2   3   4   Most True

  6. Our relationship building process includes outreach goals, pre-call preparation, capturing conversations, consistent profiling, scheduled follow-up and accountability.

    7. Least True   1   2   3   4   Most True

  7. Our relationship building process is structured and disciplined predictable and repeatable.

    8. Least True   1   2   3   4   Most True

  8. We’ve been able to increase our loan business through our relationship building process.

    9. Least True   1   2   3   4   Most True

  9. Our bank relationship managers (or other staff) build customer or member profiles and log pertinent information from conversations into the CRM system.

    10. Least True   1   2   3   4   Most True

  10. We’re maximizing our return on investment of our CRM software through its use as a tool to build customer relationships.

    11. Least True   1   2   3   4   Most True

  11. Management truly wants staff to act consultatively instead of just pitching a product.

    12. Least True   1   2   3   4   Most True

  12. Our managers and supervisors have internalized their sales leadership training to the point where they are committed to developing, coaching and raising the performance of their team.

    13. Least True   1   2   3   4   Most True



Total:

Excellent

37 to 48 

You're doing pretty well on your own

Good

25 to 36 

Could be room for fine-tuning. Let’s talk

Fair

13 to 24 

Definite benefit in chatting with us

Poor

0 to 12 

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