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Take Customer Relationships to the Next Level with Core-Integrated CRM

  • by Shanda Purcell
  • Nov 04, 2015

Today, bank customers want both the technology and the services offered by big box banks—plus the personal relationships offered by smaller ones. This challenges community banks to transform the way they do business. 

But contrary to what common misconceptions may lead us to believe; smaller banks don’t have to sacrifice customer experience to compete with larger banks. In fact, smaller banks can continue to grow their business and boost profitability with a little help from the latest customer relationship management (CRM) software.

Core Integration is the Next Generation of CRM Software

Outperforming the competition isn’t about transforming into the image of the larger banks. It’s about doing what smaller banks do best—making customers feel appreciated, understood and valued. Modern CRM solutions help banks do this by integrating with the bank’s core processing platform

By comprehensively capturing and analyzing each customer relationship and its behavioral patterns in real-time through the core, every bank employee—no matter their job or department—gets a comprehensive, 360-degree view of the customer or prospect. And this information is visible within the bank via the same system employees use to do 90 percent of their daily work. 

With this level of insight, banks can deliver a truly exceptional customer experience, no matter what channel is used.

How CRM Helps Your Bank Meet Customer Needs

Integrated CRM gives your bank the power to instinctively pinpoint individual customer channel preferences and proactively anticipate individual customer product and service needs. But how?

An integrated CRM not only allows, but also streamlines, communication and coordination between all business lines and banking channels by:

  • Removing blind spots: Customers never have to repeat their stories or ask the same questions again because all interactions are visible and shareable within the core
  • Breaking down barriers: No opportunities are lost because of a lack of communication between business lines
  • Increasing productivity: No two employees will inadvertently be working on the same task for a customer
  • Supporting the brand image: Your bank has a consistent voice—no matter how or with whom the customer is interacting with at the bank
  • Capturing affiliations: Familial, employment and advisory affiliations are automatically captured, creating new leads with profitability potential

How Integrated CRM Helps Meet Your Bank’s Needs

Transforming into an agile, innovative and collaborative bank will not only help you meet customer needs and soar past the competition, it helps your bank achieve your top marketing objectives and ultimately reach your profitability goals. And getting started is easy. 

Implementation is practically effortless, and the investment quickly pays for itself through higher wallet share, increased loan and deposits growth, and greater customer acquisition. Plus, an integrated CRM is readily accessible in all situations and intuitively designed so all employees can—and want to—use it immediately. That also means lead generation is simple because your sales team can easily view, manage and hand off prospects and customers through one system.   

Learn More About Banking CRM Software

Are you ready for the next generation of customer relationships? Download our free white paper “Latest Generation CRM Helps Community Banks Recapture their Competitive Advantage” to learn more about our integrated CRM solution, CSI CRM.


Shanda Purcell leads CSI’s Customer Relationship Management (CRM) initiative, providing leadership for the overall design and functionality of the platform. With more than 20 years of business and software development experience, Shanda brings proven leadership to all aspects of the CRM solution, from research to implementation. Her diverse background and professional expertise give her a unique perspective on implementing CRM systems in community banks. Shanda also serves as an adjunct faculty member at Murray State University.