Banking On Client Relationships

Solution Providers
Fincentric, Vancouver, B.C.; inBusiness Services, Nashville, Tenn.

Customer/Market
FNB Southeast, a financial-services company based in Greensboro, N.C.

Concept
New customers are key to FNB Southeast's success. The regional banking institution needed a more efficient way to maximize its marketing and cross-selling campaigns.

Challenge
To deliver targeted marketing messages, improve customer relationships and increase revenue opportunities, FNB Southeast had to integrate lead presentment and deploy a CRM tracking solution across its 17 branches.

Solution
Fincentric and inBusiness Services teamed up to provide the integrated solution, combining inBusiness' 360º View, a CRM solution for financial institutions, and Fincentric's Leadbuilder, which enables FNB Southeast to engage tellers, call-center personnel and customer-service reps in cross-selling the bank's services to customers.

Key to Success
"If there's one golden key to a successful implementation of 360 View CRM--or any other tool--it's synergy. That means understanding how and why the tool has worked for others; strategic planning and timing; choosing, educating and gaining the buy-in of defined user groups; and finding a creative way to promote daily use as part of your company culture."
--Pressley Ridgill, president of FNB Southeast