9/25/2000
The Challenge
Central Bancompany, with 13 affiliate banks across Missouri, is a large company that strives to hold onto its community bank roots by providing customers with the personal attention of community banking. Its sales and marketing teams needed a way to retain each bank's "small-bank" feel while still being able to optimize the efficiency of its overall marketing operations.
The company was rooted in a series of independent community institutions. Overall, the bank needed a quick-to-implement, easy-to-learn system that could be readily deployed across all its member banks, helping each affiliate bank to improve its marketing results by adapting to the distinct conditions of each community, yet remaining consistent with Central Bancompany's goals.
The Details
Central Bancompany, founded in 1902 in Jefferson City, Mo. as Central Missouri Trust Company, has, through a series of acquisitions, grown to encompass 13 affiliate banks across the state. A $4.9 billion bank holding company, the organization considers itself to be a community bank, with each affiliate retaining its own name, identity and Web site. With disparate facilities across Missouri, the bank saw the need to coordinate its sales and marketing programs, to better segment and target customers in each of its community markets, based on customer needs and preferences. The bank needed an application that would combine all existing customer information in an easy-to-use inter-face that all bank employees and branches could utilize for sales and marketing purposes.
The Solution
Central Bancompany selected Intarsia, SEDONA Corporation's Internet Customer Relationship Management (CRM) application that allows sales and marketing professionals to quickly and easily identify selling opportunities. Intarsia is a real-time decision support management tool that depicts the detailed information needed to make informed marketing decisions, such as profitability of customers.
Central Bancompany took the Intarsia system live on April 1, 2000, completed training of an initial group of 10 people at its facilities in Jefferson City, and is now enjoying dynamic new views of customer data with a strategically vital focus.
"Intarsia is driving our sales culture, helping us strategically develop more effective sales and marketing programs," said Jay Coakley, marketing director. "We can now build sales around groups of customers; building customer profiles by looking at the products our customers have already purchased and comparing them to groups of customers who have not bought those products. The system allows us to target all of our customers better. We're also going to use Intarsia to look at customer profitability."
"One of the features we liked best about the SEDONA system is the way it gives access to any desktop. With its unique viewer technology, it looks like a Web page, which makes it very easy to use," Coakley said.
The Benefits
Central Bancompany has already begun seeing the benefits of Intarsia. "The sales segmentation capabilities allow us to better target our customers to increase return on marketing dollars from specific programs and products like mortgages," Coakley said. He said the early success of the system means that he will expand usage of Intarsia from about 20 people who are trained to use it to more than 100 sales and marketing professionals across the 13 institutions.
