|
FIRST TECH DIRECT HELPS FINANCIAL INSTITUTION STREAMLINE CUSTOMER DATA AND INCREASE CUSTOMER SATISFACTION
Industry
Financial Services
Business Situation
Cross selling services to existing customers was a difficult process. Because information was not captured and integrated, employees did not have reliable access to customer data and had to get data from other departments.
Solution
Bank of Ann Arbor called on First Tech Direct, a Microsoft® Gold Certified Partner based in Royal Michigan to implement Microsoft Dynamics® CRM.
Benefits
- Enhanced Employee Productivity
- Increased Visibility to Key Data & Sales Performance
- Improved Collaboration and Communications Among Teams
"Microsoft Dynamics CRM looks like all the Microsoft products we already know which allowed our employees a quick adoption to the Microsoft Dynamics CRM platform."
Michael A. Cole, VP Technology Industry Group, Bank of Ann Arbor
"Everyone knows their opportunity pipeline. We can respond more rapidly to new competitive challenges and seize new market opportunities."
Alan Yost
Technical Analyst, Bank of Ann Arbor
|
About
Bank of Ann Arbor is a locally owned and operated bank that focuses on being the premier financial institution within the market. They opened their doors in 1995 when they were able to raise six million dollars from businesses and professionals in the local community. Due to their rapid growth, Bank of Ann Arbor has since opened up numerous branch locations to respond to an increase in customer demand in the Washtenaw County area.
Bank of Ann Arbor focuses on business and professional solutions and offers a full range of high quality services and products. In addition to standard banking services, such as issuing savings and checking accounts, Bank of Ann Arbor also provides clients with mortgage services, real estate services, investment services and retirement planning.
Business Needs
Bank of Ann Arbor desired to find a CRM solution that would allow its sales team to improve customer service and response time as its business grew. Customer data was scattered on a variety of systems which resulted in loss of time and decrease in efficiencies. "We were not able to generate opportunity reports between our major lines-of-business and many leads were neglected," explains Michael Cole, VP Technology Industry Group at Bank of Ann Arbor. Bank of Ann Arbor needed a tool to manage a pipeline and to better track future opportunities. They required a customer relationship management (CRM) system to support real-time analysis of their sales and services activities, and access to critical up-to-date information.
Cross selling services to existing customers could be a difficult process. Because information was not captured and integrated, employees did not have reliable access to customer data and had to get the data from other departments. Bank of Ann Arbor required a system that could provide their employees with a single, centralized database that could automate referrals across its business units. Also, the lack of real-time views and analysis hindered both the company's ability to adjust quickly to current market conditions and to plan for the future.
Solution
To help improve customer management, Bank of Ann Arbor chose to implement a new CRM solution for its business. The company selected Microsoft Dynamics CRM to give both the sales and customer service departments a single, integrated tool to manage all customer activity.
Bank of Ann Arbor called on First Tech Direct, a Microsoft® Gold Certified Partner based in Royal Oak, Michigan to implement Microsoft Dynamics CRM. "The new solution integrates with applications based on the Microsoft Office systems," states Cole. "Microsoft Dynamics CRM looks like all the Microsoft products we already know, which allowed our employees a quick adoption to the Microsoft Dynamics CRM platform."
Benefits
Bank of Ann Arbor now provides its customers with improved and more responsive service, because the Microsoft Dynamics CRM solution can store and manage all customer data in one centralized database.
-
Enhances Employee Productivity. With a combination of easy-to-use customer interfaces and robust functionality, Microsoft Dynamics CRM delivers quick and easy access to customer information through Microsoft® Outlook, the primary messaging application used by Bank of Ann Arbor employees. This intuitive access has improved employee productivity and satisfaction.
-
Increased Visibility to Key Data and Sales Performance. Today, Bank of Ann Arbor can easily monitor sales performance and sales staff can get up-to-date information from one system. "Everyone knows their opportunity pipeline," says Alan Yost, Technical Analyst at Bank of Ann Arbor. "We can respond more rapidly to new competitive challenges and seize new market opportunities."
-
Improved Collaboration and Communications Amongst Teams. Implementing Microsoft Dynamics CRM helped business units collaborate and communicate with one another on customer orders and service requests instantaneously.
It is the mission of Bank of Ann Arbor to be a locally owned and operated bank; be the premier financial institution within the market focusing on business and professional solutions and offering a full range of high quality products and services to our clients; achieve superior long-term value for our shareholders; and create an environment to promote and reward the development and positive contribution of our employees.
This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Date Published: March 2009
|
Industries 
