Independent Banker - November 2017 - 62

Lender Life
SMALL-BUSINESS SMARTS
When software and
relationship banking collide
Using CRM software can build your small-business relationships as well as your
bank's own business.
By William Atkinson
O
ne differentiator
between community
banks and regional
and national banks is
personalized service.
While large banks tend to focus on
transactions, community banks prefer
to focus on relationships.
Customer relationship management
(CRM) software helps foster
these good relationships by enabling
banks to store and continually
build the information they have
on their small-business customers
in a centralized database-and
provide real-time visibility to
this information.
By using specific demographic criteria,
CRM can help banks segment
and develop targeted marketing programs
for their customers. Then, they
can follow up with each customer in a
strategically timely manner and subsequently
analyze the relative success
of an initiative.
One bank achieving success with
CRM is the $850 million-asset North
State Bank headquartered in Raleigh,
N.C., with banking offices in Wake
and New Hanover counties, which
specializes in small-business lending.
" The main reason we introduced
CRM was to get all of our data into
one place-business loans, deposit
accounts, online banking and more, "
says Jonathan Krieps, executive vice
president and COO.
The bank is well into its second
Industry
VOICE
William Atkinson, a longtime
Independent Banker contributor,
is an Illinois-based journalist
specializing in banking and smallbusiness
issues.
year with CRM, and it is already
seeing benefits on the revenue side.
" We are able to have more meaningful
interactions with customers, because
we have more information on those
customers, " Krieps says. " As
a result, we have been able to
increase our loan production
about 20 percent with no
additional head count. "
United Bank of Union in
Union, Mo., implemented
the software in January
2017. The bank uses CRM
information to interact with
62 ICBA IndependentBanker November 2017
small-business owners regarding
their future plans and goals and how
they can get on track to achieve them.
" CRM provides us with a compact
and effective way to accomplish
this, " says director of marketing
Dan Rettke.
United Bank of Union already considers
CRM a home run. " It allows
" We are able to have
more meaningful
interactions with
customers, because we
have more information
on those customers. "
-JONATHAN KRIEPS,
NORTH STATE BANK

Independent Banker - November 2017

Table of Contents for the Digital Edition of Independent Banker - November 2017

Table of Contents
Independent Banker - November 2017 - Intro
Independent Banker - November 2017 - Cover1
Independent Banker - November 2017 - Cover2
Independent Banker - November 2017 - Table of Contents
Independent Banker - November 2017 - 2
Independent Banker - November 2017 - 3
Independent Banker - November 2017 - 4
Independent Banker - November 2017 - 5
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Independent Banker - November 2017 - Cover3
Independent Banker - November 2017 - Cover4
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