Growing United Community Bank to Automate Lead Tracking With New CRM System
United Community Bank, which has grown rapidly through acquisition in recent years, will automate its referral and sales production process with a new CRM system that will be used by its front-line, customer-facing staff. The bank will begin implementation this month of the new system that combines Wealthview Leadbuilder from Fincentric, a Microsoft Gold Certified Partner, and 360°View CRM from inBusiness. Craig Metz, executive vice president of marketing at United Community Bank said, “An integrated CRM solution will utilize our frontline service representatives for lead generation and automate our sales tracking into a centralized contact management system. This combination will assist United in achieving its financial goals by responding to our immediate sales needs.”
Indeed, United has ambitious goals. Bank president and CEO Jimmy Tallent has said that the bank aims to grow earnings per share by 12 percent to 15 percent per year. United, which has long listed customer services as one of its primary focus areas, was a $40 million institution known as Union County Bank in 1992. Today, it has swelled to $5.3 billion in assets, making it the third largest bank holding company in Georgia. That growth came mainly through acquisitions, which have also extended the bank’s footprint from its base in Blairsville, Georgia to North Carolina and Tennessee.
Throughout the growth, the firm has maintained its focus on customer service. Now, with the combination of the two CRM tools, the bank will be better able to track and target customers.
“Our goal is to help United Community Bank benefit from delivering highly targeted marketing campaigns to customers during service interactions,” said Robert Nygren, president and CEO of Fincentric. The company’s Wealthview Leadbuilder helps financial institutions use MCIF (Marketing Customer Information File) data to generate marketing campaigns and direct them to the frontline so that service representatives can communicate offers to customers during service interactions.
inBusiness’ 360°View CRM helps financial firms track referrals, customer touches, past activities, “to-do’s,” profiles, profitability and attrition. It has an intelligent prospect wizard geared toward new branch openings and product penetration, and it can integrate customer views with information from other service providers.
“The power of 360°View CRM combined with Leadbuilder’s front-line presentation engine will have a great impact on United’s future growth,” said Kevin Anderson, president of inBusiness Services.
