Independent Banker - September 2020 - 37

" In order to thrive, you have to think
outside the box and be willing to
use technology and other resources
out there to make yourself more
efficient and relevant to a new user. "
-Burt Hicks, Encore Bank
SEPTEMBER 23 | 3 ET / 2 CT
Traditional CRM platforms typically
focus on marketing needs, such as
email communications or sales, which
require tools for pipeline reporting.
What's often lacking is the integration
and application of the data pulled,
which helps drive high-performance
campaigns and outcomes.
Vinton County National Bank is
realizing the benefits of a platform
that integrates multiple systems into
its platform. " Having this platform has
been very beneficial to us, " says Eric
Dennis, the community bank's business
application manager. " We used to
pass around a report, but now many of
our manual processes are automated. "
According to Dennis, the platform's
implementation has torn down silos
and brought staff together from different
departments. Because each
department in the bank has access to
the software, there is maximum visibility
across the organization.
The product dashboard is relatively
self-explanatory and easy to use, Dennis
says, but he credits 360 View for its
support and training. One appealing
feature is that it allows bank employees
to log in and use a sandbox area
to learn new features. The platform's
many new options can sometimes feel
overwhelming, Dennis says, but he
says 360 View offers advanced training
that helps the bank maximize the
platform's potential.
Dennis says Vinton County National
Bank uses the platform to personalize
interactions with its customers. For
example, when customers enter the
bank within seven days of their birthday,
an alert appears in the system,
reminding staff to wish the customer
a happy birthday. The system's dashboard
highlights other milestones,
including customers' one-year anniversary
with the bank.
Newfound platform integration
One of the primary attractions of a platform
that integrates multiple functions
into its software is the versatility it provides.
Until recently, systems like these
were cost-prohibitive. But with the
surge in innovation and strategic partnerships
between community banks
and fintech startups, access to integrated
platforms is more affordable.
In Little Rock, Ark., $620 million-asset
bank Encore Bank has adopted a
platform that integrates customer data
with sales and marketing automation
and analytics. " We're essentially a
startup bank, " says Burt Hicks, senior
executive vice president, chief operations
officer and general counsel of
Encore Bank, which opened in 1997
but was recapitalized in March 2019.
" We wanted to grow deposits, reduce
expenses and drive as much efficiency
as we could. "
The community bank partnered with
FI Works, a 2020 ICBA ThinkTECH
Accelerator finalist also based in Little
Rock, to help it achieve these goals.
FI Works' platform has a three-fold
Helping You Scale
and Empower Your
Community Bank
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Independent Banker - September 2020

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