The strategic importance of CRM for modern customer engagement

On-Demand Webinar

Hosted by American Banker

Watch the customer engagement leaders and trendsetters, Copperfin Credit Union and Westminster Savings Credit Union discuss their journeys to CRM (customer relationship management) success. You’ll learn the strategic imperatives behind their selection of CRM, tips and tricks for enterprise-wide adoption, and how the solution contributes to a more personal advisory experience for their customers across all the touchpoints that make up the modern banking experience.

You’ll also discover why CRM has been central to the broader CX (customer experience) and digitization journey of our customers – the role it plays in the organization, and how it is vital to getting that single view of the customer for better customer engagement and service.

Topics of the discussion include:

  • Journeys, processes, and underlying use cases behind each CRM implementation
  • Change management methodology and process; what works and what doesn’t
  • Techniques to encourage adoption and overcome internal resistance to change
  • Institution-specific CRM goals, from call center optimization to better data management

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Webinar Panelists

Steve Marquis
VP Sales and Member Experience
Copperfin Credit Union

Greg Fenton
Senior Vice President, Product Management

Niki Jelstad
Manager, Customer Experience
Westminster Savings Credit Union