Optymyze Helps Leading Bank Improve Sales Outcomes, Leverage Referral Programs Effectively
This U.S. bank is among the top 100 largest banks in the country, and pursuing growth through acquisition. Like most large banks, the organization has multiple business units, selling the entire range of banking products and services, including consumer products like home mortgages, auto loans, checking and savings accounts, and commercial customer products like small business loans and commercial real estate liens.
With business growth and acquisitions, sales performance management processes such as sales compensation management and referral management, have become cumbersome. Most of these processes are manual, leading to inefficient use of resources, which can translate into loss of revenue.
The bank’s size, requirements and existing processes led to a number of complex challenges, each requiring a unique solution:
- Manual management of incentive compensation programs
- Decentralized referral management system, with scattered processes
- Complex technical architecture that required the integration of many different data systems
Because all of the bank’s incentive compensation management processes and programs were entirely manual, it was impossible to measure program success or failure, or to know if they were achieving the desired sales results.
The bank also manages an internal employee referral program that pays employees a bonus for each successful crosssell to an existing customer. Referral management was decentralized across many departments that defined their own processes. This led to inefficient use of resources since each task in the process – referral administration, tracking and payment – required a different person to complete.
Lastly, the bank’s technical architecture was complex, with at least 20 different data sources feeding into referral management and incentive compensation systems. Manually processing such a volume and variety of data was challenging, resource-intensive, and inefficient.
Using Optymyze Sales Application Studio, the professional
services team designed and implemented a custom application to automate referral management. First they designed the optimal process that would deliver both efficiency and effectiveness, thus ensuring that automation by Optymyze would achieve desired results.
The bank chose Optymyze Sales Application Studio for its Platform-as-a-Service (PaaS) capabilities, and Optymyze Sales Analytics Platform to develop and roll out the referral application across all bank divisions. The Optymyze implementation team designed, built and rolled out the custom referral application and it went live in about 90 days.
After successfully completing the referral management application, the Optymyze team automated the bank’s incentive compensation management process. The bank had an entirely manual incentive compensation process at the start of this project. This meant the managers in each division had to manually track and oversee all aspects of incentive compensation for their division, which was inefficient and error-prone.
Currently, Optymyze’s professional services team is implementing incentive compensation management for four different business units. When those units are complete, the team will automate the remaining divisions.
Optymyze Sales Application Studio has helped the bank:
- centralize and streamline the employee referral process
- automate the sales compensation management process
- integrate about 20 different data streams to feed the referral management and incentive compensation applications
- set the stage for implementing analytics for tracking occurring referrals
Having a single, truly centralized referral management application that works across all divisions has enabled the bank to create, manage, edit, track and pay out all referrals and referral programs for all employees. The referral payout process is much simpler and faster, which has encouraged more employees to participate in the program.
The Optymyze Sales Analytics Platform streamlined all phases of the ETL process, leading to increased efficiency. Multiple data sources are brought together to automate importing, converting, validating and normalizing of all the data. This also allows the bank to see the big picture so they can optimize incentive compensation strategies.
The Optymyze service team is using Optymyze Sales Analytics Platform to develop a dedicated analytics tool to provide useful insights, for example, which referral products and programs are the most successful.
Optymyze Sales Application Studio is an application development platform that enables non-technical business analysts to extend the capabilities of the standard SPM application, by building custom applications to suit their needs.
Optymyze Sales Analytics Platform is a data management, reporting, visualization and analytics platform that speeds time-tovalue by enabling improved access and visibility to key sales data and metrics, across the entire sales organization. It is comprised of an integrated set of enterprise-class data extraction, transformation, and load (ETL) capabilities, in addition to a complete portfolio of reporting, visualizations and analytics functions, as well as a centralized, role-based information portal.