Independent Banker - May 2018 - 69

ADVERTORIAL SPOTLIGHT
Partnering for
MAKING THINGS SIMPLE: HOW LAKELAND BANK USED 360 VIEW
TO SIMPLIFY AND CONNECT OPERATIONS
Management gurus tout the value of
building successful companies with
an eye toward truly knowing not just
what they do and how they do it but
why they do it. Lakeland Bank, based in
northern New Jersey, already knew the
" why " behind its brand: to make banking
simple. Through this commitment to
connection and simplicity, the bank
has built a loyal customer following.
But there was a challenge: Lakeland's
internal business processes were hardly
simple-or connected.
When Ellen Lalwani, Lakeland Bank's
executive vice president and chief retail
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information between departments
was limited. Deposits and loans were
working with separate technologies.
" The bank had recently installed 360
View's CRM, but we knew it could do
more to connect and streamline the way
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Lalwani and her staff dug in to use 360
View to make their business processes
simpler and more connected.
As with any new technology, there are
those who immediately seize on the
value it offers, and those who are more
reluctant. Lakeland's early adopters
were the sales staff. The platform
provided the call center with new insight
into the sales process, which empowered
them to consult with front line staff
on prospects. In turn, front line staff
provided feedback on how to navigate
customer touchpoints. Once they saw
the results driven by 360 View, other
ELLEN LALWANI - Executive Vice President and
Chief Retail Officer, Lakeland Bank
departments were motivated to explore
its functionality. The detailed reports
enabled by 360 View provided critical
insights for executive teams and senior
management.
" Unlike sales systems at other banks,
360 View enables us to really see
what's going to work for the customer, "
says Lalwani. " We're not just picking
a product and driving it through the
system. We're able to provide customers
with the right product, at the right price,
at the right time in their consideration
process. "
Lakeland implemented 360 View's Goals
and Incentives program for their retail
banking team. Goals can be set, tracked
and incentivized, with adjustments
as needed based on changing market
conditions and organization-wide
performance metrics.
Lakeland's marketing department uses
360 View's Marketing Automation tool to
keep them connected to their customers.
By tailoring communication to each
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can retain and grow relationships. " Our
marketing folks work closely with the
sales team to utilize the Marketing
Automation tool in a meaningful way, "
says Lalwani.
For a community bank that aims to
connect and simplify, digital strategies
are at the heart of Lakeland's focus to
drive a better experience for customers.
Lalwani sees 360 View's role as pivotal
for supporting greater innovation.
David Acevedo, Senior Vice President
and National Sales Director
545 Mainstream Dr., Ste. 250
Nashville, TN 37228
dacevedo@360view.com
201-264-2022 | 360view.com
http://www.360view.com
Independent Banker - May 2018

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