What does CRM mean to you? Attendees heard about current obstacles and best practices. In addition, the Director of Business Banking at ESL Federal Credit Union talked about their CRM journey and what their ideal future state looks like. Learn how NextGen can fit into your CRM plans.

1. Sabrina Robbins, Baker Hill
Keith Cleary, ESL Federal Credit Union
Mike Horrocks, Baker Hill
CRM is a verb, not always a noun

2. Session overview
• What is CRM?
• Approach and philosophy
– Obstacles
• ESL’s journey
– Why CRM is a verb, not always a noun
– What we see in the industry
– ESL’s past, present, and future
• Baker Hill CRM solutions and services
– Sales management reporting
– Consulting services
– Baker Hill NextGen® CRM

3. Customer Relationship Management
Building stronger relationships to boost the bottom line
• Understanding your client/prospect
• Identify clients as individuals
• Keep clients engaged
– Efficient communication
– Define treatment strategies
• Identify cross-sell opportunities
• Classification strategies

4. Approach and philosophy
Common sales management perceptions and misconceptions
• Spending too much of their time reviewing “non actionable”
info
• Being reactive rather than engage in proactive activities
• Communicating “policy” rather than focusing on business
development
• Professional skills development is often confused with
“product training”

5. Approach and philosophy
Common sales management perceptions and misconceptions
• Confuse managing the process with “call counting”
• Production (sales revenue) trumps all other considerations
• “Sales performers” do not need or want leadership
intervention
• Reporting is seen as “stick” rather than a “tool”

6. Keith Cleary, SVP/Director of Business Banking
Keith joined ESL Federal Credit Union in 2014 to help lead their
business banking team. He brought with him 25 years of both retail
and business banking experience from M&T and Marine Midland
/HSBC Bank.
ESL Federal Credit Union was founded in 1920 by George Eastman.
Since then they have grown to become a full-service financial
institution with $6.1 billion in assets. Locally focused and led, they
operate out of Rochester NY.

7. What is CRM
• CRM is also a verb
• Industry trends
• ESL’s journey
• Tools

8. Industry trends
• ESL utilizes Gartner (formerly CEB) for Relationship Management
trend research. Banks from entire US – including some of the
biggest banks
• Small businesses using only1 provider have decreased since
2016 while those using 3 or more have increased
• Banks focusing on more efficient client acquisition, client
profitability, use of data – internal and external
• Specific client segmentation – personal versus digital
connections

9. ESL’s journey
• Launched Business Banking in 2010 with RM’s with local
experience
• Business Development and new customer focus for the first 5
years
• Created a “playbook” with generic expectations
• Inconsistently reinforced by Management, partly because of
perceived gaps with Relationship Lending
– Lack of integration with Outlook
– Limited Word capabilities

10. ESL Business Banking Playbook
• A lead is any company in the ESL footprint
• Each connection creates and spreads the knowledge that ESL provided Business Banking
• Goal – get the company to agree to a meeting
Leads
Prospects
Qualified
prospects
Clients
• A lead becomes a prospect after they agree to an appointment
• Goal – identify a need and gain commitment for a future next step or call to continue the
conversation.
• A prospect becomes a qualified prospect if there is a likelihood of future business
• Goal – 1) have the prospect share information and evaluate the likelihood the prospect is
qualified, and 2) prioritize your time focused on cultivating relationships with qualified prospects
to create the opportunity to provide them business banking services.
• A qualified prospect becomes a client when they agree to move all or part of their banking
business to ESL
• Goal – provide exceptional service and identify cross sell opportunities and generate referrals

11. ESL’s journey
• We’ve turned the corner:
• Participate in Gartner (formerly CEB) research for CRM
• Year 5 added Retention of Top Customers to our Incentive Plan
• Year 7 replaced with Cross Sell of Wealth Products
– Sold 4 401K plans totaling over $20MM in assets
• Added account planning to our approval document
• 2019 – included specific expectations around cross-sell,
prospecting and other Relationship Management activities in
RM performance plans
• Managers had a demo of NextGen CRM capabilities and
committed that all tracking will be done inside the system

12. ESL’s Journey
• RM Common Objectives –SMART – Specific, Measurable,
Achievable, Realistic and Timely
• Relationship Management – Existing (by February)
– Fully developed account plan for Top ???? (10-20)
• Classification – Grow/Maintain/Exit
• Cross-Sell Opportunity
• Entertainment preference
• Articulate biggest opportunities and issues
– Refi’s
– Statement collection
– Covenants
• Call schedule
• History memos

13. Baker Hill
NextGen CRM
and Sales
Management
Reporting

14. Key areas of sales management
• Skills Assessment
• Activity and behavior management
• Pipeline, opportunity and disposition management
• Referral process management
• Center of influence cultivation
• Goals analysis
• Prepare the sales team for the constantly changing
marketplace

15. Sales management reporting
• Sales reports can be placed
into three basic categories
– Client/prospect centric
– Activity/performance centric
– Process centric

16. Client/prospect centric
• Provides information about
the client (or prospect),
primarily “outward facing”
• Provides a lender a full
understanding of the client
• Understanding the current
“overall relationship”
• What the institution currently
has in process
• All in a concise, complete
and easily retrievable
manner

17. Activity/performance centric
What behaviors are behind the results?
• Focus on tracking and retrieving information critical to the Sales
Management
• The information generally contained includes activity and
behavior tracking and referral process management
• The focus is on understanding whether if, what, and the extent
to which something has occurred

18. Process centric
• Understanding the “how” and “why
• Critical and valuable in helping managers evaluate
opportunities, skills and performance
• Includes pipeline, disposition, and duration of sales cycle

20. Baker Hill NextGen CRM defined

21. Advisory Services
During NextGen Implementations
• Best practice guidance and strategy
• Process reviews
• Adoption
• Configuration recommendations
• UAT process guidance
Ongoing
• Process evolution
• Product and procedure guidance
• Configuration modifications

23. Thank you!
Visit the Solutions
Showcase to learn
more about Baker Hill
NextGen CRM
capabilities.