1. Outrunning the Competition CRM/MCIF
Moderator: Michael Bartoo, MARQUIS
Panelists: Chris Braccia, D&H
Joann Marsili, Fidelity Deposit &
Discount Bank
John Zells, IBM Southeast Employees
Credit Union

2. What is CRM? Customer-Relationship-Management/CRM
is a strategy focusing on sales and
service management in order to
anticipate and meet customer
needs while increasing the overall
profitability of those relationships
for the Financial institution.
This and the following slide are self explanitory. The keys are highlighted in BLUE.
From a presentation perspective it sets up our vision of CRM as one that goes beyond simply a software play. It is a comprehensive defination of what CRM is and what must be considered in order to be successful.
It also helps to differentiate HFS as a thought leader in this space.

3. What is CRM? Customer-Relationship-Management/CRM continued:
To achieve this the organization must
understand customer needs, develop
a CRM culture that is executed across
the entire organization and establish
a platform for consistently delivering
The proper message to the customer
at all touch points.
See slide 3 Notes

4. Defining CRM Confidential; © 2014 D+H Vision Where do you want to go?
What does it look like?
Strategy
Define your Institutions CRM Strategy
Who, What, Where, When, How
Plan
Define the necessary steps to execute
Establish goals & objectives
Culture
A consistent experience across the enterprise
How will you exceed client expectations
Evolve
Measured approach
Long term strategy
Confidential; © 2014 D+H

5. Household Value Segment Summary

6. Moving Forward - CRM 3 Steps to Conducting Interactions
Strategy
Technology/Systems
Organization/Culture
Not bits and pieces
Not optional
Not happenstance
“By design, not by default”
Walt Disney

7. Putting the Puzzle Together - CRM
Develop & document strategy
Translate goals & objectives into customer-centric action items
Develop benchmarks
Sales
Referrals
Retention
Service standards
Profit contribution
NPS
Measure – Refine – Repeat
Slow roll-out
Manage scope
Build one success at a time

8. For Your Consideration
Review hiring process
Retail Sales
Hospitality Services
Partnering for change
Learning about retail beyond the Financial Services Industry
Industry Recon
Going undercover

9. MCIF vs. CRM Using the Tools to Create Opportunities
MCIF = Marketing
CRM = Sales Opportunities and Relationship Building

15. Differentiate/Communicate Your Brand

16. CRM  THE TECHNOLOGY
“Mobile devices put a bank branch in everyone’s pocket.”
James P. Gorman, Chairman Morgan Stanley
Predictive Behavior Modeling
Right message, time, person, channel
Readership habits
Business Process/Channel Integration
Micro-segmentation
Value Creation
Custom window- “Wow Moment”
Personalized, product, price, service
Real Time Capture
Analysis distribution of information across all channels

17. CRM  THE CULTURE
CRM requires a fundamental redesign of the business model.
Staffing profiles (ex. Zions Bank)
Aptitude testing- sales, I.Q.
Job descriptions- sales
Sales training- member experience, welcome calls, value creation (ex. AT & T)
Accountability- performance based compensation
Behavior reinforcement (+ -)/Meaningful

18. What Motivates The Consumer Purchase Decision?
15% - Creativity of the offer
25% - Content of the offer
60% - Right message, time, person, channel
Broadcast <1%
Personalized eblast >2%
Channel integration >3%
Follow up call >7%
*Customer intelligence is the key to value creation. - Conference Board