I have fond memories of my career at Nationwide Building Society. As Head of CRM, the mediated channels sat in my remit (as well as email, statements, DM, onsite messaging). The challenge: how to arm branch staff with up to date, data driven insights about each member in order to have an informed conversation, rather than just something transactional. Ultimately, how to make every branch (and contact centre) based engagement count.
It involved continuous analysis to find member facts, gaps and opportunities, that were presented as on-screen prompts to branch staff upon authenticating a member. Back then, we called them 'ice-breakers'
Things like....
- A bond worth £x matured 2 weeks ago and the balance is still in their account
- This looks like an insurance renewal date - offer quote
- Member should move to this savings account for a better rate
- Please validate their email address
- Member has been pre-approved for a credit card
- Last time this member used the branch was x months ago and use the website, tell them about the app
- Member is not yet paperless
- Etc etc...
A mix of sales and service next best actions that gave branch staff the confidence to have those types of conversations.
But crunching the data, running the selections and loading them into the CRM system was one thing. Getting staff to use them was another...and it needed continuous engagement with the network. Regular roadshows and events with branch managers as well as identifying 'champions' in each region that acted as evangelists, carried out training, collected feedback and future ideas from their patches.
TOP TIP: If you've got a 'free' channel in your CRM armoury - then maximise it. Especially if it's a channel that you can exploit where the customer is at that very moment 'on your estate'.
These types of CRM systems carry a lot of negative baggage and battle scars where projects have cost too much and/or took too long to implement. That need not be the case! Learn about the Engagement Hub from R-cubed
here: https://lnkd.in/eriB3pwF
#crm
#buildingsocieties
#branches
#contactcentres
#website
#engagement
#insurance
Our New Malden branch opened its doors in 1981, and if you’ve visited over the past thirty years, it’s likely you will have met our brilliant Customer Representative, Nina.
Forty-three years on, and we’re still there as the last banking branch in town. As part of our Branch Promise, everywhere we have a branch, we’ll still be there until at least the start of 2028. Find out more here http://spr.ly/60449H69i
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Our Branch Promise is subject to any circumstances beyond Nationwide’s control. Opening hours may vary. For more visit http://spr.ly/60449H69i
Congrats Evan Touart on your promotion! The Community Development team appreciates all you do for our communities... #getthere #together