At this point, 91% of companies with 10 or more employees are using CRM. They’re applying its capabilities for intelligent automation, business agility, and deeper customer connections.

Banks own a piece of that CRM pie, with the global banking CRM software market estimated to reach $39.2 billion by 2031. These institutions are quickly adopting CRM to bridge technology gaps and remedy outdated processes.  

Wholesale banking provides a suite of services to large entities across various segments. This requires highly effective and targeted relationship management. So, how does a CRM facilitate that? What actions is CRM enabling to help wholesale banking thrive? Let’s take a look.

Defining CRM in the Context of Wholesale Banking

Wholesale banking operates within multiple segments. Broadly, those segments include commercial banking tailored to smaller corporate clients, corporate banking for clients in the upper-midmarket, government and public sector banking, and investment banking for large multinational corporate clients and financial groups.

In all these segments, customer expectations around digital experiences are pushing banks to modernize. Wholesale banking must successfully navigate market volatility, a huge influx of data, and the interconnected business landscape to deliver the reliable and convenient experience clients demand. Meanwhile, emerging fintech and neobank competitors are adding to the pressure.

CRM in wholesale banking amalgamates technology, processes, and data to create a holistic view of customer interactions, preferences, and needs. This comprehensive understanding empowers wholesale banks to tailor their services and foster stronger client connections. It applies analytics to make sense of the mountains of data and connects that information to other core banking applications, in turn building a more frictionless client experience.

The Role of CRM in Wholesale Banking

CRM technology is a mere puzzle piece in banking digital transformation, but its role should not be underestimated.  

CRM Improves Client Insights

CRM systems enable banks to gather, organize, and analyze extensive data about their corporate clients. This information includes historical transactions, preferences, communication history, and other relevant details. CRM also makes it easier to segment clients based on industry, size, geographic location, and other factors.

CRM Streamlines Operations

Efficiency is the cornerstone of success in wholesale banking, and CRM systems play a pivotal role in achieving operational excellence. By automating routine tasks, managing workflows, and centralizing data, CRM enhances internal processes, allowing banking teams to focus on high-value tasks that demand human expertise.

CRM Informs Smarter Cross-Selling and Upselling

By analyzing client data, CRM systems help identify opportunities for cross-selling and upselling additional financial products and services. This allows banks to maximize revenue from existing clients by offering relevant and complementary solutions.

CRM Supports Service Customization

Wholesale banking clients often have unique and complex financial needs. CRM enables banks to customize their services based on individual client requirements by harnessing client interaction data. This personalization enhances client satisfaction and loyalty.

CRM Supports Risk Management

CRM systems contribute to risk management by providing insights into client creditworthiness, financial stability, and other risk factors. By having a complete view of the client's financial health, banks can make more informed lending and risk mitigation decisions.

CRM Captures Performance Metrics

CRM systems provide metrics and analytics that help measure the performance of client relationships. These metrics include key performance indicators (KPIs) such as revenue generated, customer satisfaction, and client retention rates. With this information in hand, wholesale banks can identify at-risk clients sooner and recapture their loyalty before it’s too late.

Considerations & Challenges for CRM Implementation

Not every CRM is created equal. The complexity of wholesale banking demands a CRM that can go beyond existing needs to future-proof the organization. Customization and seamless integration with the existing technology stack are a must.

Many CRM solutions today also promote their compliance with data privacy standards. For institutions handling sensitive financial information, these types of protocols are a crucial consideration.  Selecting and implementing a CRM requires strategic planning and attention to detail. Here are two considerations/challenges to keep in mind.  

 Data Security and Compliance

Wholesale banking deals with sensitive financial information, making data security a paramount concern. Selecting a CRM that supports the necessary security standards is the first step. After that, the implementation project must also adhere to stringent security protocols and compliance needs.

Choose an experienced consultant to guide the implementation of your CRM. Ask them for references from other financial institutions. Many times, a consultant can put you in direct contact with those references so you can interview them about their experiences. The key is to partner with a consultant who understands the nuances of wholesale banking’s security and compliance needs and can easily incorporate them into a strategic implementation approach.

Integration Challenges

In the complex ecosystem of wholesale banking, seamless integration with existing systems is often a challenge. However, overcoming integration hurdles is essential for unlocking the full potential of CRM. Investing in solutions that offer seamless integration with core banking applications and other industry-specific software ensures a cohesive and interconnected banking infrastructure.

Again, this is an area you should quiz your CRM consultant on – Do they have any experience integrating this CRM with other banking applications? Can they customize the integration for you? Do they use a U.S. based team to perform those integrations or do they outsource the work? Many wholesale banking entities prefer U.S. based integration teams as a data security and compliance standard practice.  

Future Trends and Innovations

Software and the businesses it’s made for are evolving constantly. Keep trends and recent innovations in mind when selecting a CRM application.  

AI-Powered & No Code CRM

The integration of Artificial Intelligence (AI) into CRM systems is on the horizon, and in many cases it’s already here. AI-powered CRM can analyze vast datasets, predict client behavior, and automate routine tasks, elevating the efficiency of wholesale banking operations to unprecedented levels.

No code CRM has already started transforming the market. People like the idea of no code because it allows non-technical users to build workflows and processes that connect departments and streamline communication. Banks in particular tend to lag behind in digitization. No code bridges those technology gaps to help them modernize faster. Consider whether AI and no code capabilities are a deciding factor for how you will use the CRM.

Enhanced Mobile CRM

The future of wholesale banking is undeniably mobile. The integration of mobile CRM solutions enables banking professionals to access real-time data, communicate with clients on the go, and stay agile in a fast-paced industry.   

Holistic Experiences

Front office team members are no longer the sole owners of client relationships. The demand for personalization at scale is forcing front, middle, and back-office operations to combine their processes to build holistic, resilient, and cost-effective client experiences. This requires a focus on customer journeys and an alignment around building value with the client relationship.

Forced Digitization

A recent report by BCG found that wholesale banks are at a gross disadvantage when it comes to digital maturity. The report emphasizes that, “Compared with the digital processes and client-centric experiences offered by technology providers and fintechs, many banks still rely heavily on outdated technologies and service models.”

Wholesale bankers must seize this moment to gain a competitive advantage with their digital assets. That means an aggressive investment in smart technologies that enable sophisticated data modeling, advanced analytics, automation, and real-time data processing.