Working with corporate clients in the financial sector always means interaction with different categories of customers. Most require extra attention, time, and an individual approach. In addition, there are many factors that can impede a successful transaction and the long-term prospects of a relationship. For financial organizations, the CRM system allows not only to automate the process of implementing a particular product or service, but also to significantly expand interaction with the client. The need for additional information support exists among the overwhelming number of clients due to the complexity of loan products, which is why timely consulting and monitoring of the status of the agreement is a guarantee of a long-term partnership, for example, between a bank and a borrower.
When discussing the CRM development strategy in financial companies, the question arises about the interaction of possible applications with existing systems, about customizing the solution that meets the specific needs of the financial sector. Let’s talk about what additional features might be important for financial institutions.
Now it is almost impossible to imagine a CRM system without integrated telephony. Of course, there are still companies that do not use it, but now there are fewer and fewer of them because of the obvious advantages. What is her role?
Connected telephony is an important element in providing high customer service, which is so valued in companies providing financial services to both legal entities and individuals. All requests are automatically identified by the system, the call goes to the responsible manager assigned to the requesting client, which helps to provide personalized communication:
- addressing by name;
- taking into account interests and needs;
- the absence of long explanations of the purpose of the request – thanks to the system;
- the employee sees all the information already during the conversation.
Moreover, such an algorithm significantly saves the client’s time: he does not need to wait for a free specialist or “wander” for a long time, switching buttons in the tone mode. The integration also helps in improving the quality of service for loan officers. CRM records lost calls, saves records of conversations that have taken place, allowing you to listen to them to assess the work of staff or to analyze disputes by the manager in case of objections from customers.
Financial companies are trying to provide their employees with quick access (literally in one click) to information about transactions and invoices for services provided. To close this task, CRM financial advisors are integrated, first of all, with billing systems – with their independent existence, it will not work efficiently in modern conditions. Moreover, as the financial organization develops, the system can acquire additional applications that help solve customer service tasks:
- database segmentation and analysis;
- providing service center employees with the necessary information about the client: statuses and account balances;
- data on fines;
- delays and recalculation;
- indicators client’s profitability.
And all this is in instant access for managers.
Integration with credit bureaus (BCH)
Bankers are well aware that a request for credit history will help prevent financial losses, and sometimes even identify a potential threat to the company in an unreliable person. The CRM interface displays information on all loans of the current client, and also automatically generates a general characteristic of the credit history. All information received from the BCI is stored in the tables of the CRM system in an expanded form and is available for operational work and data analysis at any time and by every user.