Success with CRM at Wells Fargo Greg Prudhomme

Success with CRM at Wells Fargo Greg Prudhomme Wells Fargo Treasury Management Business Tools February 17 th, 2016 © 2016 Wells Fargo Bank, N. A. All rights reserved. For public use.

Phoenix CRM Background § Built on the Microsoft Dynamics CRM 2015 § 1200+ users § Single tool for managing all Client Information, Contact Information, Sales Calls, Pipelines, and Cross Sell Opportunities § Partner with a powerful BI tool that is external to our system § Adhere to a data strategy incorporating a common customer definition across all systems § Primarily accessed via Microsoft Internet Explorer, but incorporates the Dynamics Outlook Plugin allowing for syncing and tracking of data between the two 1

Users should enjoy using the system (or at least not hate it)

Phoenix CRM - User experience Minimal information on the page Most useful information up front Required information in one place Autofill information as much as possible 3

Common Customer Definition

Common Customer Definition CRM 1 Finance CRM 2 Customer Service 5

Phoenix CRM – 360° View of the Client Links to Customer Service, Glue: CRM Sharing, i. TRAC My Client page, and WCIS details Overview of i. TRAC metrics like Revenue, Profitability, and Product Usage 6

Driving Adoption

Methods of changing behavior 8

Phoenix CRM enjoys 100% adoption Started with the stick… Incentive pay at Wells Fargo Treasury Management is calculated from data entered into Phoenix CRM. Don’t enter the data = Don’t get paid 9

Phoenix CRM enjoys 100% adoption User began to see the carrot… Using the entered data, sales people get insight into their performance, where opportunities lie, clients that are overdue for a visit, etc. Our sales force has now seen the power of the data, managers are fully vested, and we use the data to drive the business. 10

Business Intelligence You don’t have to have a powerful Business Intelligence tool to provide useful and actionable data. Some simple BI insight you can provide on a dashboard to show users how the data they entered into CRM can help them perform better. • • Real time status to goal Clients that haven’t called on in 3 months Opportunities that are past due Clients to whom we sold X should be excellent candidates for Y 11

Mobility

Phoenix Mobile 13

Phoenix Mobile – Sales Calls Phoenix Mobile allows for the creation of sales calls from the mobile device. User can take advantage of dictation for rapid call note entry, and with one-click can generate a sales call recap email to all internal call participants. 14

Continually Improve

Continually Improve Keep users interested in the application with regular updates, new functionality. 1. Decide on a regular release schedule. 2. Each release should have some “cool factor”. Sometimes Microsoft provides that cool factor out of the box with new versions. 3. Keep an ongoing queue of user enhancement ideas. 4. Have a forum for user feedback on ideas you are considering. 16

Phoenix 2016 Using Bing Maps to visualize locations and opportunities https: //crmmapchart. codeplex. com/ 17