Increasing Customer Wallet Share

Increasing Customer Wallet Share Dushyant Pandya, salesforce.com VP, Product Strategy Track: Financial Services

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Agenda Salesforce.com focus in Banking Commercial Banking SunTrust Bank Consumer Banking Wells Fargo Bank Q&A

Financial Services Firms Are Choosing On-Demand

Financial Services Industry Trends Trends Competitive Pressure Rapid Change Approach Focus on Organic growth Simplicity for customers Goals

Increasing Wallet Share to Increase Profitability The average cost for acquiring a new customer: $3,500 US Source: American Bankers Association Source: Deutsche Bank Research 2005 Attract New Customers and Grow Successful Relationships Number of services used Margin Index Years Contribution Margin Customer Tenure The Importance of Customer Retention

Challenges to Growing Revenue Ineffective Selling Weak Lead Generation No Systematic Sales Process Can’t Integrate Process to CRM Inconsistent Performance of “B” Reps Poor Lead Quality & Conversion Marketing-Sales Gap Weak Sales Pipeline Common Sales Problems Poor Visibility Missed Revenue Goals Inaccurate Sales Forecasts Lack Predictability Poor Productivity Wasted Time Reporting Finding Information Managing Change Weak Sales Pipeline Not Enough Time with Customers

Rick Davis Senior Vice President and Manager, Commercial Information Services [email_address]

SunTrust Bank Profile Seventh Largest Bank in US 1700 branches $179 billion in assets, $122 billion in deposit Serves 5 million households 550,000 business clients INDUSTRY: Banking EMPLOYEES: 35,000 GEOGRAPHY: Southeast US PRODUCT(S) USED: SFA, Service & Support # USERS: 2700

Key Strategy and Business Objectives Strategy Big bank capabilities delivered through local relationship managers Deliver products through client’s financial life-cycle Local responsiveness Execution: Relationship Management Model Business Objectives Maximize Wallet Share Faster Customer Acquisition

Key Challenges Business Challenge Lack of focus on high value activities Lack of sales visibility Inconsistent relationship planning Inconsistent cross-LOB partnership Technology Challenge Lack of platform infrastructure and single-view applications Poor support of business processes and best-practices Rising IT costs and ownership issues 22 back-end systems Poor customer service Inefficient use of selling time Lost cross-sell opportunities Poor execution resulting from lack of detail visibility

Solution: Drive Consistent Sales Process Sales Teams 1 2 3 Call Planner Senior Management on Key Accounts How is Salesforce used? Streamlined call, pipeline and forecast management across product lines Comprehensive and targeted campaigns Reduced ramp-up time for new RMs 66% reduction in meeting time SunTrust RM productivity is in top two quintiles in the industry

Solution: Relationship Planning Client Understanding Relationship Plans How is Salesforce used? Repository for relationship plans and annual updates Predict profitability of activities and focus on high-value activities Track and manage client activity relative to revenue generated Effectively leverage best-in-class sales force to foster full relationship management

Solution: Cross LOB Partnership: 360 Degrees Referral tracking Capital Market Treasury Management Private Wealth Management for business owners and key executives SunTrust @ Work Different profiles for different LOBs How is Salesforce used? Single org, open sharing model Using Opportunities to track Referrals Opportunity profile can help RM gauge opportunities for cross LOB referral Relationship Manager incentives are directly tied to new business production, portfolio profitability and cross-LOB partnership

Improvement in Lead Relationships Sales force helped by: Better client information Improved follow-up and action steps Strong pipeline management

Result: Increased Wallet Share Increased Fees Capital Markets: 67% increase – $ 61.9 million Treasury management fees: 29% YOY increase Referral Improvement Loans: 5% Personal Wealth Management: 31% Aspiration: Improve wallet share from 28% to 40% over next 3 years

Key Success Factors Management buy-in Aligned with strategic objectives Ability to support cross-LOB business processes and best-practices Customization and configuration capabilities towards rapid deployment Ease of use drives high adoption rate

Basil Fedynyshyn VP, Consumer Credit Group

Wells Fargo Bank Consumer Credit Group Profile One of the largest and fastest growing providers of home equity, personal credit and student loan accounts Combined portfolio of $95 billion Serving more than 4 million customer households Number one prime home equity provider within Wells Fargo banking states INDUSTRY: Banking EMPLOYEES: 153,500 GEOGRAPHY: US PRODUCT(S) USED: SFA, Service & Support # USERS: 335

Key Strategy More effectively leverage online channel to grow business Integrated sales process between online and telesales Provide exceptional customer experience Know your customer Timely response Managed expectations Improve sales performance Volume of leads Right party contacts Book loans to applications Sales Agents productivity

Key Challenges Business Challenge Increasing competition in a consolidating market Scaling processes to effective and efficiently support rapidly growing business Speed-to-Market is critical to retain and grow market share Leveraging interactions into sales opportunities Lack of visibility into sales and retention metrics Technology Challenge Lack of automated tools Speed to deployment Flexibility to adapt to a changing environment Security & privacy Missing opportunity to convert online interactions into sales opportunities Timely, cost effective use of aggregators Automated sales tools Comprehensive view of sales pipeline Effective sales agent follow-up

The Solution Incrementally deploy Salesforce to meet critical needs while proving viability and value Piloted and then deployed Leads and Task to support inbound and outbound sales efforts Implemented web to lead for more timely response Built automated skills-based lead assignment Interfaced with Genesys and Avaya with CTI Leveraging Opportunities to manage ales sales pipeline Piloting with other Lines of Businesses Leveraging Campaigns to manage sales programs Integrating legacy systems with API and web services Establish formal administration and support Change management environment Architecture framework (i.e. object model, integration methods, risk controls) Implementation guidelines (i.e. UI, naming) Products implemented : SFA, SSS # Users : 300 going to 500 Training : Developed in house Business Units : Consumer Credit Group: Direct to Consumer and Customer Management with pilots for Mortgage and Financial DEPLOYMENT DETAILS

Lead & Campaign Management WF.com & 3 rd parties sites WF Marketing Auto Dialer Auto Assignment Inbound ( Direct, Internal Transfer ) & Outbound Online leads send email and contacted in < 5 minutes Optimized delivery of leads to agents through multiple methods Real time tracking of lead source volumes and results Introduction

Contact Management Task Reminders CTI Dialing & Auto Noting Improved customer experience “ Know the customer” Consistent execution of contact strategy Enhanced agent productivity Real time tracking of agent performance Follow-up Communications Customer & Account Systems

Pipeline Management Event Monitor / Task Creator Managed customer expectation Reduced loan processing time Real time monitoring and managing of sales pipeline Task Monitoring & Escalation Loan Processing System

Results Grew online leads 5 x Increased RPC rate 300% Improved sales agent productivity 10 to 15%

Key Success Factors Clear vision that aligned business strategy, capabilities model and technology roadmap Strong partnerships with salesforce.com and Deloitte Consulting Engaging users in interactive development effort Rapid deployment without dependency on IT Incremental investment with small up front commitment Flexibility to quickly adapt to key learning and changing environment Ability to scale and integrate with other systems

Summary Increasing Customer Wallet Share Requires Ability to support cross-LOB business processes Ease of use and incentives to drive participation Customization and configuration that implements firm specific best practices Rapid deployment to bring more LOB for increasing return

Dushyant Pandya VP, Product Strategy Rick Davis Senior Vice President and Manager Basil Fedynyshyn Consumer Credit Group QUESTION & ANSWER SESSION

Don’t miss … Financial Services Expo Open Throughout the Conference Meet the Experts Hands-On Demos Visit our Partners Birds of A Feather Lunchtime 11:30 – 2:00pm, Tuesday Lunch Area behind Financial Services Expo Network with Peers Discuss Industry News Lunch and Learn Meet the Financial Services Product Managers Tuesday, 3:45 – 4:45, Meeting Room B, 2 nd Floor Ask questions Provide feedback Learn about our product & strategy.

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