citizen national bank Essay examples

1019 Words Jan 22nd, 2014 5 Pages
Business Problem-Solving Case: Citizens National Bank Searches for a System Solution
Case Study Questions

1. What was the initial problem that Mark Singleton was trying to solve at Citizens National? How well did he apply the four steps of problem solving?

A major part of Citizen National’s strategy for continuing growth was to implement customer relationship management (CRM) software. The CRM strategy targeted the bank’s two main contact points with customers: the bank’s call center and its sales force. The main goal for the implementation was to increase sales by raising the number of contacts relationship bankers were making and improving the tracking of these activities so the bank could learn more from them.

The
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2. What was the business case for implementing a new system? What were some of the tangible benefits? What were some of the intangible benefits?

Citizens National Bank of Texas wanted to continue increasing its market share to at least 50 percent in eight counties in the state. It planned to use customer relationship management software to help improve its call center and sales force. It targeted its relationship bankers that drive most of its business and increase loan sales and deposits.

The main goal for the implementation was to increase sales by raising the number of contacts the relationship bankers were making and improve the tracking of these activities so that the bank could learn more from them.

Tangible benefits: approve credit and loan applications more quickly; store interactions between relationship bankers and customer electronically.

Intangible benefits: the old paper system allowed salespeople who left the organization to take their customer records with them. The new system would prevent that. The paper system also created too much information for the CEO and managers to process effectively.

3. Why didn’t the implementation of the Siebel CRM solution work out for Citizens National? What were the biggest factors? How would you classify these factors in terms of organization, technology, and people issues?

The business was too small to effectively use a system designed for larger organizations. The union of old-fashioned business

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