Financial institution streamlines information and increases customer satisfaction
Challenge
Bank of Ann Arbor desired to find a CRM solution that would allow its sales team to improve customer service and response time as its business grew. Customer data was scattered on a variety of systems which resulted in loss of time and decrease in efficiencies. "We were not able to generate opportunity reports between our major lines-of-business and many leads were neglected," explains Michael Cole, VP Technology Industry Group at Bank of Ann Arbor. Bank of Ann Arbor needed a tool to manage a pipeline and to better track future opportunities. They required a customer relationship management (CRM) system to support real-time analysis of their sales and services activities, and access to critical up-to-date information.
Cross selling services to existing customers could be a difficult process. Because information was not captured and integrated, employees did not have reliable access to customer data and had to get the data from other departments. Bank of Ann Arbor required a system that could provide their employees with a single, centralized database that could automate referrals across its business units. Also, the lack of real-time views and analysis hindered both the company's ability to adjust quickly to current market conditions and to plan for the future.
Solution
To help improve customer management, Bank of Ann Arbor chose to implement a new CRM solution for its business. The company selected Microsoft Dynamics CRM to give both the sales and customer service departments a single, integrated tool to manage all customer activity.
Bank of Ann Arbor called on Columbus, a Microsoft Gold Certified Partner in Royal Oak, Michigan to implement Microsoft Dynamics CRM. "The new solution integrates with applications based on the Microsoft Office systems," states Cole. "Microsoft Dynamics CRM looks like all the Microsoft products we already know, which allowed our employees a quick adoption to the Microsoft Dynamics CRM platform."
Benefits
Bank of Ann Arbor now provides its customers with improved and more responsive service, because the Microsoft Dynamics CRM solution can store and manage all customer data in one centralized database.
Enhances Employee Productivity.
With a combination of easy-to-use customer interfaces and robust functionality, Microsoft Dynamics CRM delivers quick and easy access to customer information through Microsoft® Outlook, the primary messaging application used by Bank of Ann Arbor employees. This intuitive access has improved employee productivity and satisfaction.
Increased Visibility to Key Data and Sales Performance.
Today, Bank of Ann Arbor can easily monitor sales performance and sales staff can get up-to-date information from one system. "Everyone knows their opportunity pipeline," says Alan Yost, Technical Analyst at Bank of Ann Arbor. "We can respond more rapidly to new competitive challenges and seize new market opportunities."
Improved Collaboration and Communications Amongst Teams.
Implementing Microsoft Dynamics CRM helped business units collaborate and communicate with one another on customer orders and service requests instantaneously.
