CRM success is an evolution: Wells Fargo banks on CRM process improvements for capturing new business.(BEST PRACTICES FOR CUSTOMER-CENTRIC ORGANIZATIONS)(Customer relationship management)

CRM Magazine, December, 2004 by Compton, Jason

Wells Fargo's business development officers (BDOs) are no strangers to CRM. The new-business unit, which seeks out clients among SMBs with up to $500 million in annual revenues, launched its current effort seven years ago with the in-house installation of a SalesLogix system intended to drive and manage all sales activity. A typical BDO territory can encompass as many as 3,000 opportunities for Wells Fargo, which directs its BDOs to sell multiple financial products to each new customer. "SalesLogix, frankly, is the lifeblood of the BDOs," says Chris O'Connell, senior vice president and national sales manager for Wells Fargo's commercial banking unit.

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One of the keys to streamlining the new-business acquisition process is what...