IN BETA: GuideMark Guides National City Bank to Success; Maximized Prospects
Posted Mar 1, 2004
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When National City Bank agreed it was time to improve sales force effectiveness within its National City Home Equity (NCHE) division, the bank called on GuideMark for assistance. A provider of banking and insurance software solutions, GuideMark recently launched its Wholesale Mortgage Broker Relationship System (WMBRS), integrating mortgage sales and marketing processes with a CRM platform. As business for National City Home Equity had been growing, so had the amount of data that sales reps were responsible for. NCHE sought an organized method with which to identify its best customers, track sales data, and communicate to a sales force spanning 46 states. Since National City--approved brokers have the option to sell products offered by competing providers, premium customer service had been a top priority in differentiating the division's products. "We needed to...provide more knowledge to our sales force and more to our brokers as to what their business was providing us, what the closing ratios were, and to help them understand how valuable our products are," says Ken Carter, vice president of NCHE. So NCHE turned to the WMBRS solution, featuring summarized and detailed broker information and delivering key management information. It includes a BRS Loan Transaction Dashboard to search and analyze application data based on any number of selection criteria (e.g., timeframe, broker, transaction type), as well as account-exec and team scorecards to provide analytics on individual and team production. Additionally, its Active Pipeline Reports feature analysis of detailed pipeline information by individual account executive, region, and enterprise. Carter recalls how on her first day of training an account exec received a call from a broker and was able to obtain the information on the transaction from the new system to answer all the broker's questions. "Because she could satisfy the broker immediately--without having to make calls that would tie up another employee to research the questions--we knew we were on the path to generating a return on our investment from the very first day of the rollout," Carter says. --Emmy Favilla Maximizer Software Inc. has introduced Maximizer Enterprise 8 (ME 8), an upgraded CRM solution targeted to small and medium-size businesses. Designed to help users gain prospects, attract new customers, and boost repeat business figures, the software incorporates aspects of marketing, sales, and customer service and support. "All of the predictions we've been hearing about CRM in 2004 relate to things like improved analytics, better reporting tools, the ability to integrate with other applications, and ensuring easy installation and configuration," says Tom Bennett, CTO and copresident of Maximizer Software. "This is the same feedback our customers and partners gave us, and we made sure ME 8 addressed all of these needs." Providing online, offline, and PDA access to information, the system includes workflow automation tools, accounting links, Outlook integration, partner relationship management, and e-business tools. According to Bennett, ME 8's configuration does not require an extensive IT team: The system features intuitive administration out of the box, as well as two database formats (Pervasive or Microsoft SQL). List and campaign management and customer profiling capabilities also assist companies with privacy, do-not-call, and antispam legislation. "We have enhanced the functionality in each of our core modules of sales, marketing, and customer service and support with workflow automation tools, Crystal reporting and analytics capabilities, and QuickBooks integration," Bennett says. "And with our new .NET technology we are able to offer a similar user experience between Windows and Web users while maintaining easy integration with other applications." ME 8 starts at $489 per user for the CRM suite and $699 for the eCRM suite; annual maintenance includes priority support and upgrades. --E.F.
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