Exam Case Study

CIS8004 S2.2011 Exam Case Study

Citizens National Bank Securities searches for a system Citizens National Bank of Texas is a private, full-service bank with headquarters in Waxahachie, Texas, and 200 employees. The bank has operated independently since 1868. Citizens National serves businesses and consumers in Ellis County and other nearby counties, primarily in communities with populations of 25,000 or less. The bank counts total assets of $400 million and is growing annually at a rate of 12 percent. Since 1999, the number of branches has increased from four to 15, with locations in 10 cities. Citizens National would like to increase its market share to at least 50 percent in eight counties south of the DallasFort Worth area. A major part of Citizen National's strategy for continuing growth was to implement customer relationship management (CRM) software. The CRM strategy targeted the bank's two main contact points with customers: the bank's call center and its sales force. The call center receives around 4,000 calls per day, which are handled by between 10 and 20 customer service representatives. The sales force consists of 16 representatives, who are known by the title of relationship bankers. It is the relationship bankers that drive business for Citizens National. Their contacts with customers generate loan sales and deposits that make money for the bank. In 2001, CEO Mark Singleton oversaw the adoption of a CRM package from Siebel Systems (Siebel is now owned by Oracle). The main goal for the implementation was to increase sales by raising the number of contacts relationship bankers were making and improving the tracking of these activities so that the bank could learn more from them. The CRM package promised additional benefits. The bank would be able to approve credit and loan applications more quickly. It would also finally have a method for storing the interactions between relationship bankers and customers electronically. Electronic records were key for...