Security, Access, and Convenience: Giving Banking Customers the Service They Value Most

December 19th, 2013 Ashley Harbaugh No comments

For today’s banking customer, the ability to quickly and easily get the information and services they need is of utmost importance. In fact, not only is it a desire, but it’s an expectation. With smartphones connecting consumers to businesses with just a click of a button, people now view the ability to get in touch with a representative at any time (and in any place) as the norm.

According to the Customer Experience Report for Retail Banking by Cisco – a study in which 1,514 end-user respondents and 405 retail banking professionals were surveyed across 10 countries – the top attributes that consumers want from their banks is availability (63%), competence (65%) and efficiency (68%). People want to be able to get what they need quickly and easily, and they want to be sure that no matter which service representative helps them, they will have a worthwhile engagement.

And according to the study, in terms of exchanging personal information for valuable services, 56% of consumers would share more personal information in order to simplify management of finances. But interestingly, less than half of consumers (45%) believe banks know enough about them to offer personalized services.

Based on the statistics above, banks definitely have room for improvement on the personalization front. But while it may seem like a daunting task, getting a system for organizing and consolidating customer information helps make customer service operations flow smoothly and efficiently.

Keeping Service Representatives Well-Informed

Ensuring that your service representatives are always up-to-date on customer activities is crucial in helping them maintain high-touch, beneficial communication for both sides. (Beneficial for the customer in that it provides information they value; beneficial for the service rep in that it strengthens the relationship and opens up the potential for further cross-sell and up-sell opportunities.)

The power of Microsoft Dynamics CRM is its customer database. The system contains a comprehensive record of all accounts (from major businesses to individual customers), and a full history of all transactions and interactions with the customers.

By having this repository of information right at their fingertips, customer service reps are able to get an instant snapshot into a customer’s needs, which enables them to quickly provide any customer with knowledgeable service.  By standardizing customer service across all service reps, banks assure customers that no matter which branch they drop in, or which time they call, the rep they face will see who they are and give them what they need.

In addition to the convenience and access that the database offers service reps and, by extension, the customers themselves, the role-based security also helps customers rest easy that their information is only in safe, trustworthy hands. Within Microsoft Dynamics CRM, managers are able to identify the specific service team members who have access to the customer database, providing tight data security by ensuring that only the right team members can view it.

Microsoft Dynamics CRM allows service reps the ability to gain an overview of all customer information

Microsoft Dynamics CRM allows service reps the ability to gain an overview of all customer information. In the above image, a service rep can see customers by type and account type in both a graph view (right) and in a list view (left).

Microsoft Dynamics CRM allows service reps the ability to gain an overview of all customer information. In the above image, a service rep can see customers by type and account type in both a graph view (right) and in a list view (left).

Alerts in Microsoft Dynamics CRM can be sent to customer service representatives

Alerts in Microsoft Dynamics CRM can be sent to customer service representatives, notifying them of any new customer activities, and allowing them to follow-up and provide value-added services.

Giving a Quick Response = Making the Customer Happy Faster

No one likes to be kept waiting, especially when someone needs help on something. One important way that Microsoft Dynamics CRM helps service reps respond quickly to customers is through the system’s integration with Microsoft Outlook.

For example, through Microsoft Outlook, service representatives are first able to create templates that contain a response to the customer’s issue or question. And with Microsoft Outlook’s integration with Microsoft Dynamics CRM, the service rep can also go through the Knowledge Base and attach any relevant guides or information they find to the email (see the sequence below).

A customer emails a service rep asking for help logging into her account

A customer emails a service rep asking for help logging into her account.

A service rep is able to create email response templates

A service rep is able to create email response templates, which saves the rep time by automatically filling in an email response to the customer’s issue.

Integration between Microsoft Outlook and Microsoft Dynamics CRM allowing access to CRM's Knowledge Base through Outlook

With the integration between Microsoft Outlook and Microsoft Dynamics CRM allowing access to CRM’s Knowledge Base through Outlook, a service rep can search the Knowledge Base for articles that are relevant to the customer’s request, and then attach them to the email response.

With Microsoft Dynamics CRM helping service reps to manage and track customer interactions, and thus better understand how to serve each customer, financial institutions (and their customers!) benefit from a service force that is always up-to-date and in-the-know.

If you would like more information on how Microsoft Dynamics CRM can help you exceed customer expectations, please email us at crm@ignify.com.

Ashley Harbaugh is a Product Marketing Specialist at Ignify. Ignify is a technology provider of CRM, eCommerce and ERP, and Point of Sale software solutions to organizations. Ignify has won the worldwide Microsoft Partner of the Year Award in 2013, 2012 and 2011. Ignify has been included as the fastest growing business in North America for 7 years in a row by Deloitte, Inc Magazine and Entrepreneur Magazine from 2007 to 2013.

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