Seeing the future in customer service
software – the unnecessary duplication of manual processes and, inevitably, human error. Sales managers were manually inputting information two or three times into different systems, which Wessuc had amassed over the years. Its CRM contracted package, Jonas Software, was not delivering the expected results and none of the other legacy systems were communicating effectively – resulting in a waste of both time and effort. The company set out to find a system that would allow them to input information only once – and then have it accessible throughout their network. It came down to a choice between Zoho and Salesforce. “Zoho has been great,” says Harriet Louwerse, controller at Wessuc. “It’s so user-friendly, so easy to use. If you make an error, you can edit easily, you can follow the transactions, you can pull reports.” The transition to Zoho was no easy task, as it involved importing data from six separate legacy software solutions and migrating CRM data from Jonas Software. Once complete, however, it was easy to upgrade the platform to meet the needs of not only the sales team, but every division within Wessuc. The result is a cohesive system that would allow them to scale and grow their business while reducing their cost, removing redundant data entry, and increasing ease of use and accuracy. One key factor is that any sort of information – emails, phone calls, everything – is automatically added to the CRM. Any information obtained through direct discussions in person, over email, or over the phone can be transcribed and put into Zoho for everyone to access, providing better insight into how the company could be more competitive with each job.
“We have a massive data warehouse that holds all the information for the bank. It was not very accessible for everyone to get reports from, so we wanted to make the data usable.”
Sally Conway, Shawbrook Bank
“Everything made sense in terms of growth, development, speed, accuracy of all of our departments, and this is what Zoho brought to the table,” says Phil Cron, Wessuc’s director of sales. “We didn’t buy Zoho based on the dollar value. We based it on what was best for the company overall and how the system could actually work with every aspect of our company and as we grow our company, will this also grow with us.”
Shawbrook: a bank ditches spreadsheets In the volatile and competitive market for financial services, customer experience counts more than ever. In an era of extreme Darwinism, where the concept of ‘survival of the fittest’ rules and customers have a louder voice and more influence over a bank’s reputation, a satisfied customer could easily become a brand evangelist.
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CX is a high priority – more so since the start of the pandemic – but within the complex workings of a bank it can be hard to gather, analyse and act effectively on customer data.
Founded in 2011, Shawbrook Bank provides personal loans, either direct-to-consumer or through partners, and partner finance, which sees it underwrite customer home improvement loans for retailers, such as Ikea and Sharps Bedrooms. At the start of the Covid-19 pandemic, in 2020, the bank realised that its service channels were unable to accommodate its partners’ rapidly changing demands. As a result, its core principle of customer-centricity could sometimes be compromised. The bank quickly set out to find a more unified, efficient, consistent and automated CX platform to handle partner information that was then stored in Excel spreadsheets and Word documents. “There was a lack of consistency across the business in terms of how processes were put together causing inefficiencies,” says Sally Conway, strategy and marketing leader at Shawbrook Bank. “In a highly regulated environment, we have to be very careful in how we deal with partners and customers.” “We noticed the lack of consistency in reporting and in managing our needs,” she adds. “We needed something to tie all of this together. We have a massive data warehouse that holds all the information for the bank. It was not very accessible for everyone to get reports from, so we wanted to make the data usable, relevant and accessible in a way that allows us to be more efficient and consistent.” The bank’s aim was to create a single source of truth for customers and partners that was easy to access across the business. It turned to Zoho to customise and build a unique CRM platform specifically for the bank’s partner finance division, and its sales team. “We have one system with all of the accurate data to enable consistency across all of that division’s activities,” says Conway. “The outcome is one hub of information. We can do things like contact brokers and partners more easily and ensure they have the right processes in place, with an audit trail. Operationally, we have the right workflows in place to ensure that we are contacting partners at the right point and the paperwork is in one accessible place.” The bank is also able to easily feed in leads from the website and track them more easily, and to better track the performance of current partners in a more visual and more efficient format. As a result, bank employees can spend less time on admin and devote their time to more meaningful activities. The bank may still be in the early stage of digitalisation, but that leaves scope for many more big changes in the future as the bank looks to automate more manual processes in the future. For now, bidding farewell to spreadsheets is already a huge step forward in operational efficiency.
Finance Director Europe /
www.ns-businesshub.com
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