Preparing for 2025: Integrating CRM with Other Financial Tech to Future-Proof Your Institution
As we approach 2025, the financial landscape is rapidly evolving, requiring small-to-medium-sized banks and credit unions to reevaluate their technological infrastructures. Among the most critical components of this transformation is Customer Relationship Management (CRM), specifically the integration of CRM systems with other financial technologies. With a robust CRM at the center, financial institutions can enhance customer engagement, streamline operations, and future-proof their businesses against a shifting marketplace. This blog will explore how CRM systems like 360 View can be integrated with other financial technologies, why customer data management is vital, and what steps banks should take to prepare for the future.
Why Customer Data Management Matters More Than Ever
Customer data management is no longer just a back-office task—it is a strategic function that directly influences customer satisfaction, engagement, and loyalty. A comprehensive CRM system like 360 View allows banks to collect, analyze, and utilize customer data effectively. In addition to improving operational efficiency and decision-making, banks can provide customers with a more personalized experience with more efficient data management.
Banks that successfully leverage customer data are better positioned to offer personalized financial services, from customized loan products to individualized marketing efforts. According to Deloitte, "Those banks that seize the challenge most rapidly and deliver true end-to-end hyper-personalized products and services will create a significant advantage over their competitors." This growing trend underscores the importance of integrating CRM systems that can process and analyze data at scale.
Moreover, managing customer data effectively allows banks to comply with ever-tightening regulatory requirements, including data privacy and anti-money laundering (AML) obligations. As McKinsey & Company notes, "To compete for data on an equal footing with technology companies, banks will need a comprehensive data infrastructure to support data collection, storage, and advanced analytics, as well as a digital marketing engine to translate analytical insights into personalized messages that anticipate individual customer needs and intentions.”
Therefore, integrating your banking CRM with fintech solutions that offer regulatory compliance, risk management, and security becomes a crucial component of any long-term strategy.
Integrating Your CRM with Other Financial Technologies
While a CRM system alone can offer significant benefits, its true potential is unlocked when integrated with other financial technologies. The integration of CRM with marketing automation, loan origination systems, and analytics platforms enables financial institutions to operate more cohesively across departments and effectively manage all customer touchpoints. And, 360 View's CRM integrates seamlessly with over 15 different core banking systems like Jack Henry, Fiserv, FIS, and more, bringing all account data into one customer view and streamlining customer interactions.
Here are some key integrations that can future-proof financial institutions:
1. Marketing Automation
Marketing automation is one of the most powerful tools banks can integrate with their CRM. Banks can improve customer engagement and cross-sell opportunities by automating repetitive marketing tasks and personalizing outreach. A survey revealed that “the desire for customers to personalize their banking relationship is the strongest message emerging from survey respondents. 72% of respondents rated personalization as ‘highly important.’”
CRM systems that offer marketing automation—like 360 View—enable banks to tailor messages based on real-time customer data, creating personalized journeys for clients. For example, if a bank identifies a customer who is nearing the end of their loan term, the CRM can automatically trigger a marketing campaign offering refinancing options.
2. Loan Origination Systems (LOS)
Integrating Loan Origination System (LOS) data with a CRM can significantly improve the loan process for both the customer and the institution. A CRM like 360 View, combined with an LOS, provides a complete view of the customer’s financial picture, ensuring that all relevant data—such as credit scores, debt-to-income ratios, and employment history—is readily available to loan officers and any employee servicing the customer.
This integration speeds up the decision-making process by combing all relevant data in one complete view of the customer and making it available across all business lines.
3. Advanced Analytics
As data becomes increasingly valuable, the integration of analytics with CRM systems is transforming how banks operate. Advanced analytics can identify cross-selling opportunities, suggest next-best products through predictive modeling, offer customer segmentations for better targeted marketing, and allow banks to offer personalized recommendations in real-time.
360 View’s "Actionlytics" tool uses wealth and demographic data to help banks identify relationship growth opportunities and recommend tailored products based on customer history and financial behavior. Banks enhancing their CRM with advanced analytics are better positioned to anticipate customer needs and offer solutions proactively, increasing customer loyalty and satisfaction.
4. Mobile and Cloud-Based CRM
Cloud-based CRMs offer flexibility and scalability, allowing employees to access customer data from any device anytime. According to SelectHub, “Almost 80% of all CRM sales were cloud-based in 2020” with that number climbing into 2025.
360 View’s CRM offers mobile capabilities that allow bank employees to access real-time customer data while on the go, ensuring seamless service delivery regardless of location. Additionally, by moving to cloud-based systems, banks can reduce operating costs and scale their technology infrastructure more easily.
Steps Banks Should Take to Prepare for 2025
As 2025 approaches, small and medium-sized banks must adopt a proactive approach to integrating their CRM with other financial technologies. Here are some actionable steps banks can take:
1. Audit Current Technology Stack
The first step is to conduct an audit of the current technology stack. This involves identifying gaps in existing systems, assessing the compatibility of various technologies, and determining which systems need to be integrated or replaced. Banks should ensure their core banking systems can seamlessly integrate with CRMs like 360 View to avoid data silos and improve operational efficiency.
2. Prioritize Customer Data Management
Customer data management should be a top priority for any bank looking to future-proof its operations. Banks should invest in CRM systems that provide a unified view of customer interactions across all departments. Additionally, institutions must ensure they have robust data governance policies in place to comply with regulatory standards.
3. Leverage Data Analytics for Growth
Banks should not only collect data, they need to use that data and make it actionable. By integrating their CRM with analytics platforms, banks can gain insights into customer behavior, identify market trends, and develop data-driven strategies to grow their customer base. As McKinsey notes, "Data-driven organizations are 23 times more likely to acquire customers, six times as likely to retain those customers, and 19 times as likely to be profitable as a result.”
Conclusion
Preparing for 2025 means more than just adopting new technologies—it requires strategically integrating a CRM system with other financial tech solutions. Banks that successfully manage their customer data, streamline operations through automation, and leverage data analytics will be well-positioned to thrive in the future. With a CRM like 360 View at the core of this strategy, banks can offer personalized, efficient services that meet the evolving needs of their customers, ensuring long-term success.
Integrating 360 View’s CRM with automation & efficiency, advanced analytics, loan origination systems, and mobile/cloud-based solutions can help financial institutions provide unparalleled customer experiences. As technology continues to evolve, so too must the tools and systems that banks rely on to engage with their customers and stay competitive in a rapidly changing market.