How Can Banks Leverage Their Electronic Mail Systems?

By Sullivan, Deidre | American Banker, September 12, 1994 | Go to article overview

How Can Banks Leverage Their Electronic Mail Systems?


Sullivan, Deidre, American Banker


Robert Peyton

Director of marketing

Pegasystems Inc

Cambridge, Mass

E-MAIL SYSTEMS HAVE, in fact, facilitated good communications but they don't always provide productivity gains. The good news about E-mail is makes it easier to communicate. The bad news is, with E-mail lots of people communicate needlessly, sending what amounts to "junk mall" through the bank's internal network and involving others in broader ways than necessary.

E-mail needs to be positioned more as a server to the business. Banks need to look at their application requirements and business processes so they understand where they really need to communicate user to user.

Their underlying E-mail system should be capable of moving and interpreting information -- images, voice, text, and data--between users. Banks also need to think about E-mail as a vehicle for facilitating and improving communications -- not only internally but externally to their customers as well. A problem that customers often have is not knowing who to reach. The customer may know what he or she needs to say and what needs to be done, but trying to break through the complexity of an organization can be daunting. A good E-mail system that can receive information from the customer, interpret it in some way, and mute it to the right person would improve customer service.

Charles S. Forbes

Principal

Earnings Performance Group

Short Hills, N.J.

A BANK CAN LEVERAGE its E-mail by using it to issue communications to the branch network rather than using fax machines. It can be particularly useful when sending out security alerts and bulletins. Banks can also use E-mail as a scoreboard for sales contests, to keep everyone posted on results. In addition, E-mail gives banks the ability to package and electronically send entire files throughout the organization. Some banks are using E-mail systems to mute research requests throughout the organization from the customer service to the appropriate research area. This is a use for Email, but we also have clients who are deploying a better technology, i.e., some sort of customer service tracking system which not only routes the request but also then ages it, follows it, and enables mot-cause analysis.

Daniel Wlbaum

Senior vice president

Florida information Services

Orlando

E-MAIL HAS BECOME A traditional means of communication at banks. One way to leverage an E-mail system is to use it for electronic meetings, particularly if a bank has offices all over the country. With the graphic capabilities becoming more sophisticated, you can put a presentation on screen with charts and graphs, distribute the presentation to the people attending the electronic meeting, and then discuss the presentation via phone conferencing. Banks can also leverage E-mail as a training tool much in the same way.

Mark Ramirez

Director of Marketing for Pro-Banx

Perot Systems

Dallas

LET'S SAY A LOAN OFFICER has a set of accounts and that loan officer is going to be out of the bank for a given period of time. He knows customers are going to be coming in to renew their loans. With E-mail, the loan officer could attach notes to the loan that indicate how to handle it, at what interest rate to renew, and what the terms are. …

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How Can Banks Leverage Their Electronic Mail Systems?
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