A Good Finance CRM Strategy Starts and Ends with the Customer

Stewart Balanchine - Aug 10, 2017 9:33:57 AM

Developing customer success with CRM

As a financial firm, there is nothing more important than finding and curating the right customers for success. A large piece of this important puzzle is to ensure that the customer is at the heart of your finance CRM strategy. Organized and categorized in a manner that is easily-accessible and understandable, your CRM system should provide a 360 degree customer view across your organization. The customer has to be at the forefront of your mind so that you can deliver the services and support they need.

Which CRM is right for your financial strategy?

When considering how to organize all of your clients’ information into a program that both you and your clients can access and understand, a strong CRM is always the best bet

Salesforce Financial Services Cloud is consistently ranked as one of the top CRM systems for financial services businesses.

Salesforce is touted as offering a customizable system that includes every nuance and integration that you and your clients would need. You can even tailor the system to show each client different data so that you’re providing the information they need when and where they need it. It will help you keep your clients, corporate relationships and investors fed with the information they need in a timely manner. Knowing your customers is key!


A strong relationship can be developed both with interpersonal skills and also with the ability to fulfill your clients’ business needs. By taking advantage of CRM technology, traditional financial advisors are combining technology and advanced analytics to achieve a more personal approach, at scale, to maintain a competitive advantage. Integrating customer data onto a single platform helps you to understand your customer journey more fully - Financial Services Cloud by Salesforce can help identify and capitalise on opportunities for cross-­selling, and create personalised offerings of products and services for each individual.

As your clients’ needs change, you’ll need to be able to respond quickly and in a personalized way, something a great CRM can help you achieve.


Knowing your customer and delivering a finance CRM strategy

When creating a financial CRM strategy, it is also important to take into account the specific needs of each customer. This needs to be understood from the on-boarding process and beyond in your working relationship.

Salesforce’s CRM helps you to ensure that you are aware of your financial client’s true identity to protect you from fraud. It also helps you to follow necessary legal banking standards and protect your clients from activity that could harm them. It does this by providing notifications and alerts and monitoring for odd behaviors.

A Good Finance CRM Strategy

In this article from CRM Search, there are more details about finding a CRM that will help you to protect your business and your clients through a solid CRM program.

Additionally, Salesforce is a good choice for any client because it is easy-to-use and understand; something worth bearing in mind as clients are likely to pay more for a good service experience. In a study performed by American Express, it was found that customers are willing to pay 12% more when they feel that they’re receiving exceptional service

Ensuring the approach is focused on the customer is a large undertaking for a sector that has traditionally been seen as product­-centric, mostly impersonal and more focused on record keeping rather than clients’ needs. Countering and changing this customer perception is where financial services CRM from Salesforce can help.



Putting it all together

A well-researched and thorough plan is the best way to deliver quality customer service and leads for your financial business.

By leveraging CRM technology to thoughtfully take their needs into account during the on-boarding process, you can have a solid idea of how to serve them as your business relationship develops. From the outset you can utilize a strong financial CRM, like Salesforce Financial Services Cloud to give them the accessibility they need to access self-service tools and personalized customer service while targeting them with appropriate advice and financial products at the right time

In this image, you can see the steps involved in developing a simple, yet effective CRM strategy for financial services clients:


In a market that is ever-changing and increasingly competitive, starting with the best customer-centric CRM technology is key to delivering effective services for your clients.

Need help with deciding which CRM is right for your financial institution? Contact our consultants and we will work with you to devise the perfect integration strategy, approach, and plan that will work with your budget and current infrastructure.

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Stewart Balanchine

Stewart Balanchine

Stewart former Director of Market Development and Innovation - Inbound Marketing Strategies and Educational Technology Platforms at Cetrix Tech is now directing our Salesforce Higher ED solutions. An evangelist of 21st century Education Technology, he is a regular contributor in this blog. He writes to share ideas in helping others in the transformation process and tackles technology integration in the active learning process in depth.

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