©2013 SugarCRM Inc. All rights reserved.
Our Customer
Profile
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47 years old
Started a checking account with the Bank 20+
years ago when he was a student
Now his net worth has grown – he is a mid level
manager with a large corporation
Has some bank investment accounts that have not
been updated in years, but no bank savings
account or bank credit card
Other investments held outside the bank
Travels frequently
©2013 SugarCRM Inc. All rights reserved.
Daniel Jose
Rodriguez Vega
Our Retail Banker
Profile
 Chief Marketing Officer for the bank
 662 total customers in the bank
 Interested in cross-selling additional
products (savings and investment
accounts, branded credit cards) to
existing checking account customers
Clint Oram
Bank CMO
©2013 SugarCRM Inc. All rights reserved.
Our Retail Banker
Profile
 Retail bank manager
 Concerned about stagnating growth in
the bank – customer base is not growing
revenue
 Uses tablet to stay mobile and informed
 Multi-Channel Interactions
– Phone
– SMS
– Chat
©2013 SugarCRM Inc. All rights reserved.
Anna Bauer
Retail Bank
Manager
Clint is planning an upsell campaign
for the bank
He goes to his Marketing tab in Sugar,
with embedded Sugar Analytics
… as well as details of his 662
customers by total balance
He can see leads from past
campaigns by lead source
Banking Products by Total Customer Balance
Total is 662
©2013 SugarCRM Inc. All rights reserved.
Clint is planning an upsell campaign
for the bank
He looks at the breakdown of
customers based on what bank
products they have, and notices a
possible anomaly in $10K-$15K
customers
Banking Products by Total Customer Balance
Total is 662
©2013 SugarCRM Inc. All rights reserved.
Banking Products by Total Customer Balance
Total is 1866
Clint is planning an upsell campaign
for the bank
He drills in to the $10K-$15K customer segment, and he sees
that these customers have far fewer savings / investment
accounts and branded credit cards than the average customer.
It seems they have “fallen through the cracks”. Clint can now
create a campaign to target these customers.
All Customers
Customers $10,000 - $14,999
Total is 1866
©2013 SugarCRM Inc. All rights reserved.
Clint now creates a campaign to upsell
to $10K-$15K customers
Clint’s campaign includes:
• List of targeted customers
• Targeted offers
• Email outreach
• Web advertising on Ban Bajio web site
Daniel is one of the targeted customers, and
he has a checking account at Anna’s branch!
Targeted customers are loaded as new leads
into SugarCRM
©2013 SugarCRM Inc. All rights reserved.
Anna is notified on her mobile that a new lead
has been created
Daniel Rodriguez has been identified as an
upsell candidate from the $10K-$15K upsell
campaign. A lead has been created.
Sugar
Anna goes onto Sugar to learn about Daniel…
©2013 SugarCRM Inc. All rights reserved.
Anna has a complete view of Daniel through
Essential information about
Sugar
Daniel: contact information,
how long he’s been a
customer, which Ban Bajio
products he has
Collaboration (email / social)
can be integrated into Sugar
so Anna can collaborate
inside and outside of Ban
Bajio
Additional Analytics tell Anna
how close she is to her quota
©2013 SugarCRM Inc. All rights reserved.
Sugar Analytics (powered by
Cognos) provide details on
Daniel’s portfolio, with drill up
/ down capabilities
Now fully prepared, Anna reaches out to
Daniel through multi channel communication
Anna calls or texts Daniel
Daniel’s Phone
Sugar
SMS Gateway Integration
From: Anna @ Ban Bajio
Hello Daniel. I may be able to help you
achieve a higher return on your bank
account. Would you be interested in
discussing this?
Anna, Bank Manager
©2013 SugarCRM Inc. All rights reserved.
From: Anna @ Ban
Bajio
Hello Daniel. I may be
able to help you achieve
a higher return on your
bank account. Would
you be interested in
discussing this?
Anna, Bank Manager
Daniel is busy so he doesn’t connect with Anna
right away, but he calls the call center later
Daniel’s Phone
From: Anna @ Ban
Bajio
Hello Daniel. I may be
able to help you achieve
a higher return on your
bank account. Would
you be interested in
discussing this?
Anna, Bank Manager
Call center agent also uses Sugar and
has complete view of Daniel, including
the fact that Anna reached out to him
earlier for the $10K-$15K campaign
©2013 SugarCRM Inc. All rights reserved.
Call center agent is able to successfully process
his application for a new Ban Bajio credit card
Daniel’s Phone
From: Anna @ Ban
Bajio
Hello Daniel. I may be
able to help you achieve
a higher return on your
bank account. Would
you be interested in
discussing this?
Anna, Bank Manager
©2013 SugarCRM Inc. All rights reserved.
Daniel is happy he has a new credit card with
a lower interest rate, and tweets this out
Daniel’s Phone
Just got approved for the
new Ban Bajio premium
credit card with 0.001%
interest!
©2013 SugarCRM Inc. All rights reserved.
IBM Analytics offerings capture overall
sentiment from the “Twitterverse”….
Liked low interest rate
Liked “Premium” designation
…
… and feed this back to
Clint for use in refining
marketing
©2013 SugarCRM Inc. All rights reserved.
Summary
 Marketing Manager (Clint) was able to use Sugar Analytics
on current customer data to determine best upsell
 Anna alerted to new lead, ensuring optimal integration
between sales and marketing
 Anna had complete view of Daniel for her call with him
 Anna used mobile technology to connect with Daniel
 Call center agents could offer Daniel a consistent
experience
 IBM Analytics captured sentiment analysis and fed back to
Clint for closed loop marketing based on social media
©2013 SugarCRM Inc. All rights reserved.
©2013 SugarCRM Inc. All rights reserved.