Unlocking Customer Opportunities with a 360-Degree Perspective

Jim Marous (00:08):

Hello and welcome to Banking Transformed, the top podcast in retail banking. I'm your host, Jim Marous, founder and CEO of the Digital Banking Report, and co-publisher of The Financial Brand. Today, we're joined in the Banking Transformed podcast by David Acevedo, the president of 360 View.

Jim Marous (00:24):

David discusses the critical importance of developing a comprehensive understanding of consumers in the banking industry. We delve into how 360-degree view of a customer can transform marketing, analytics, product development, and overall customer experiences and engagement.

Jim Marous (00:43):

David discusses the challenges and benefits of implementing a holistic customer data strategy and provides practical advice for banks and credit unions looking to enhance their customer understanding.

Jim Marous (00:56):

Banks and credit unions are being forced to rethink their customer communication strategies as consumers are bombarded with thousands of messages daily. To break through the noise and increase engagement, financial institutions must show empathy for the customer's needs. This requires data, insight, and most importantly, an effective deployment of personalized solutions.

Jim Marous (01:20):

So, David, before we begin, can you introduce yourself to our audience and share a bit about how 360 View helps financial institutions navigate the battlefield that is far different from what it was in the past?

David Acevedo (01:33):

Thanks, Jim. Yes, I'm David Acevedo, I'm the president of 360 View, but I will always consider myself a banker at heart, having spent more than 25 years working for a community bank. So, I certainly understand the business and the landscape is obviously it's always evolving and it's changing. And today, now more than ever, with the introduction of AI and we’re sitting on so much data at our financial institutions.

David Acevedo (02:05):

And I think what banks and credit unions are challenged with, the greatest today is really how do we capitalize and use this information and take advantage of it? And I think that's probably right now the greatest challenge that they're facing, and that is the battlefield and how they do it is there's tools out there to do all this.

David Acevedo (02:22):

And what I think most institutions are looking at is that there's not just one tool to do everything, they're probably looking at multiple tools. However, they've got to have some type of portal in one system that can pull this information together so they can capitalize on it and benefit from this wealth of information that they're sitting on.

Jim Marous (02:44):

It's interesting, David, when we talk about CRM and heck, we were talking about it 40 years ago in some phase or another and it's all evolved and the definition certainly doesn't do it justice in what the potential is.

Jim Marous (02:58):

When you're meeting with financial institutions, when you're out there at an event or something where you're showing your wares, what are financial institutions actually looking for in a solution, and why are they looking for it?

David Acevedo (03:11):

Well, I think there's two things. I think the main thing they look for is they want efficiencies. They want to know that they're going to gain some level of efficiency, but they're also looking to see how do we capitalize on this information and make this information actionable?

David Acevedo (03:27):

Being around this, in this industry for a long time, and as you said, CRM is not something new. And believe it or not, there are still quite a number of institutions that still haven't adapted and bought into the concept of CRM at this point, which to me, boggles my mind because I don't know how you manage a service and sales organization without the right tools.

David Acevedo (03:53):

But again, the key to me is how do we take this wealth of data, and we make this data actionable. I was around in the 90s when the MCIF solutions and banking that was the buzz and as we started to evolve into CRM and banks started to say, "Well, gosh, we need to look at these new solutions so we can be on top of managing the client relationship." Because the MCIF system set solely in silos in the marketing departments.

David Acevedo (04:24):

And so, information is only good if you can do something with it. And we've always believed that what a CRM tool does today for a financial institution, it takes that wealth of information and it makes it actionable. It puts it in the hands of the people that can actually do something with it.

David Acevedo (04:41):

And doing something with it may be your marketing department, it's your front line, it's your lenders, it's your back-office support people and unless you have tools to make that data and that information actionable, it's just data.

Jim Marous (04:53):

So, David, it's interesting when we're on the field, it's not always the technology that's at fault, but sometimes financial institutions have challenges as far as actually using it effectively to its maximum. What are you seeing as being the challenges that once an organization buys a tool such as your tool, the actual deployment and implementation is to get it to be the best it can be?

David Acevedo (05:20):

It's a great question, Jim. I think the greatest challenge is that they buy a solution and it just has all these bells and whistles and they get excited and they want to do everything upfront. And we recommend, and part of the consulting that we do when you work with 360 View is we want to implement and approach the system in a phased and approach.

David Acevedo (05:44):

We don't want you one day turning all of this functionality on, we want there to be a phased in and show that how do we automate some of the things they're doing today in a better fashion. So, we will roll this out and recommend rolling it out, maybe in a lending function or try a couple of power users in the retail area so that there becomes some adoption. And so, maybe there’s some things we need to tweak change before we do kind of a mass rollout.

David Acevedo (06:14):

But regardless, we certainly want this to be done in a rolled out, in a phased in approach. And I would say the other thing is that, to me, executive buy-in is probably the most critical. We kind of stand by a mantra here that if it doesn't happen in 360, it didn't happen and it has to start at the top. And the top has to look at it. The executive team has to say, "Here's what we're expecting. We have a strategy for what we want to accomplish from these solutions."

David Acevedo (06:45):

And again, I always say, it's not even a tool at this point, it's a solution. Hopefully, it's going to provide them with some level of information, and it's ultimately going to drive performance and results and that's really what it's meant to do but it's got to start at the top.

Jim Marous (06:59):

That's so important to say because we see it a lot that organizations think they can buy themselves into a good solution. The reality is you can't, it really has to be implemented really well. And your tool is interesting because done well, it should be across the entire organization. It should be democratized data and insights.

Jim Marous (07:22):

Are organizations having challenges with that? When in a legacy world, the data, insights, everything else is held by maybe IT, or maybe an area within the bank that people that ask for that deployment, that information, how are organizations getting over that hurdle of the legacy thinking versus really giving almost everybody access to what you provide them?

David Acevedo (07:47):

It's funny you mentioned that. One of the things that's funny, it made me think about when I was a banker, we made our entry into the MCIF and eventually the CRM, this is not an IT function whatsoever. IT to me, has a responsibility here to help with the data. But ownership of a solution really falls to the line managers, your head of retail, your head of commercial, your head of operations, that's who owns these solutions.

David Acevedo (08:20):

And the minute you make a deployment of a CRM or any type of ... I'm not going to say any type of tech, any technology that's going to be client facing and drive results or performance that has to be owned by the people or the areas that are going to see, well, first of all, the areas that have the pain number one, and the ones who are going to drive the performance of these solutions.

David Acevedo (08:45):

So, it's definitely not an IT function. IT of course, should be the ones that's pulling together this information and we've got to get this information, but it's got to be owned by those different line areas.

Jim Marous (08:59):

So, I'm a marketer by heart, by trade, and always looked at data being the best access point to know more about my customer, but also to communicate better. But your solution actually goes deeper into the ways that it can be used for making your back office more effective, being able to develop and market new products, all these different uses that really can enhance your ability to know what's in your customer base.

Jim Marous (09:31):

What are some of the unique ways or some of the power user ways you've seen organizations use what you provide them?

David Acevedo (09:41):

So, I would say this, when I talk to a banker, they say, "Well, we've got our core solution. Our core tells us all the information regarding," well, a core system is your transaction database. And I'd say the key difference between a CRM and your core, your core is managing your transactions with your clients, a CRM is managing your interactions with your clients.

David Acevedo (10:03):

And unless you can tap into and provide that information, enterprise wide, that information should be available by all areas of your bank. What we provide is our solution sits on every desktop within the bank or the credit union, and how these different areas are going to use the solution, it may be different. However, the commonality there is, they all can see what's happening with this relationship.

David Acevedo (10:34):

We talk so much in our industry about customer experience and listen, we've all had bad customer experiences as well. So, if you call, whether your credit card company or you call your bank and you've reported something, maybe an issue on your account or you've asked for some product information and there's no record of that information, and there's nobody that's able to tap into a follow-up or can say, "Well, gosh, we see you've spoken to somebody here in the past."

David Acevedo (11:07):

Not being able to provide that level of efficiency and experience for the customer, to me that's the paramount, that's the power of having a solution. Then it puts you in the position as a banker to be able to make the better product recommendations, to follow up on product recommendations, to maybe check in with a client. "Was that service request that you spoke to our call center about last week, has that been resolved to your satisfaction?"

David Acevedo (11:39):

So, I mean, to me, right now, we talk about customer experience, but unless we have a tool that can help provide that data to the people, to the front facing client interactions, then you don't have anything unless you have that.

Jim Marous (11:58):

It's interesting because you mentioned customer experience and we're seeing in the marketplace a lot more organizations talking about engagement because they've realized that if you don't have, as every organization, both in the banking and non-banking, realize that if you don't have that interaction, the digital space with the consumer, it doesn't matter how good your experience is, because that's a given.

Jim Marous (12:21):

That's what people say, “It's got to be a good experience, otherwise I'm gone.” But it's the amount you can actually engage that's going to really determine the share of wallet now. What do you see in that organizations are doing to build better engagement?

David Acevedo (12:37):

Well, I mean, I think with our solution, we're able to drive opportunities. You talk about the moment, that opportunity, that opportunity when you have a client either face-to-face or now in the world, is that most people are banking digitally, they're never really speaking to their bankers.

David Acevedo (12:55):

So, unless you can be tapped into taking advantage of those opportunities, whether those opportunities are cross servicing opportunities, you've got to be able to respond to the client the way they're asking to be responded to and banked.

David Acevedo (13:09):

And so, if it's digitally, how do we best onboard them during the initial stages of that relationship? Do we know enough about them that we can then provide the right recommendations and speak to them in the manner that they want to be spoken to? Whether that is via text or however, through their apps.

David Acevedo (13:35):

Listen, talking about personalized and personalized experiences, we've got to be bankers that bank to the client the way they choose to be banked.

Jim Marous (13:48):

I mean, it is key and it's interesting because we used to take it for granted and actually COVID really doubled down on this whole process because everybody had to go digital. We now know what digital can do when an organization, no matter what, if it's a bank or a restaurant or a grocery store or whatever, when they get to know us better and we're expecting that now. And it’s interesting because we’re all playing catch up.

Jim Marous (14:13):

And one thing that's interesting and one thing that I've seen in the last four or five years is that there are so many third-party solution providers out there that can enhance what your core system can do in a way that makes it so that the smallest institutions can keep pace with the largest institutions.

Jim Marous (14:36):

I know for a fact that your organization really does a really good job at implementing on behalf of community organizations and mid-size organizations to make them more powerful. How do you, probably a bad term, handhold organizations that are smaller to help enhance their capabilities to deploy your solution well?

David Acevedo (14:59):

Well, listen, the core systems are probably not the easiest to integrate with. They've been the ones that kind of put up the walls and they want to keep it. But a solution like 360 View, listen, we speak to all the core systems, we're pulling data in on a daily basis, so we're bringing information.

David Acevedo (15:18):

They've got information that's coming in from the core, but we're also flexible enough to bring in third-party information. I talk about a portal, what institutions want is, and again, they want that complete 360-degree view of their customer.

David Acevedo (15:33):

They're not getting that today in the core, but they're getting that through a CRM solution like 360 View. Not only is it the data that comes in, whether it's credit card or merchant or services, investment portfolios that they may have outside of the core, but also having a solution that can speak to other technology as well.

David Acevedo (15:54):

I think where the evolution of CRM is going is we offer an API standard; we want to be able to provide a tool that will allow 360 View to play. We'll say, play in the sandbox with other type of systems and I think that is the most critical piece. That's where we're headed here.

David Acevedo (16:19):

People may come to their CRM provider, they come to their core or any technology and say, "We want you to do it all. Don't you have this in there and don't you have that? And can we do this?" We're not going to be developing everything.

David Acevedo (16:31):

What we're going to develop is a strong tool that is going to be tapped in for providing you with information to interact with your clients. We're not going to be out there developing the chat bots and all of that. But what we have to do is be able to provide an API that allows you to speak to 360 View, so you can benefit from all of this information.

David Acevedo (16:52):

As I said, from the very beginning, making the information actionable is how we do, we've been doing that now for years with CRM. The world has changed a little bit about the type of information that we're getting in machine learning and all of that but we've got to make that tool actionable just in a different way.

Jim Marous (17:10):

So, it's interesting, you bring up the fact that organizations being able to work with each other beyond the core, and we saw The Financial Brand Forum probably five years ago, I think that on the floor we saw organizations talking to each other as much as they were talking to financial institutions, which was really interesting.

Jim Marous (17:27):

But it was really to the transformation from organizations saying, “We can do everything,” to, “You know what, we're going to do this better than anybody else and if you want to bring on other solutions that actually make it so that you can do banking better for the consumer, that's really going to work well.”

Jim Marous (17:45):

So, let's take an example. Let's say core deposits, obviously a challenge for many financial institutions had been for about nine months to a year, how can 360 View help in the battle for core deposits?

David Acevedo (18:00):

Well, you know what, I think the key there is knowing who you're working with. Let's face it. Your greatest success is going to come from your existing customers. Gosh, it's awfully hard to get a new customer, when you've got a new customer, how do we benefit? How do we cross service that customer? How do we know what their true opportunity is?

David Acevedo (18:24):

I mean, there is — I'll use an example, at 360, not only do we bring in that data that they have, their depository relationship or their lending relationship, but we also marry that up with analytic information. We look at third-party data as well to see what that client's true opportunities, what are their investible assets? What are their opportunities for additional deposits?

David Acevedo (18:49):

So, going back to your greatest opportunity is with your existing customers, so you've got this wealth of information and how do we best cross-service them? I'll share with you also, we developed a new service at 360 about a year and a half ago, it's market segmentation.

David Acevedo (19:06):

No two branches are lookalike and they're different market areas and how do we really scale back and how do we then dissect that opportunity for a branch that might be in a more urban market versus a branch that might be in a more rural market for additional deposits. There’s opportunities there, but the need to market them is going to look a little bit different.

David Acevedo (19:32):

So, you've just got to be able to analyze. I also strongly believe in these reward programs. A system like our tool, not only does it tell you what the clients have in terms of their depository relationship, but we can also analyze the profitability of those relationships.

David Acevedo (19:51):

Because let's face it, having a lot of expensive deposits may not necessarily be your most profitable customers, but how do we marry that information, how do we use that to the advantage so we can provide our clients with information on their clients so they can look for opportunities, not just from a growth standpoint, but let's face it, retention of those existing customers.

David Acevedo (20:17):

I strongly believe in reward type programs as well. Why are we not rewarding our existing customers? I mean, we've spent so much money to get them into the bank and there are solutions out there as well that provide this type of reward information where they may give them a bump on an interest rate based on performing certain transactions and having certain balances and other perks. So, I certainly have always been a proponent of reward type programs.

Jim Marous (20:48):

You talk about rewards from a consumer standpoint, but you also have a way of really helping organizations understand their loyalty programs and incentive tracking internally. Can you explain a little bit about that?

David Acevedo (21:03):

Oh, sure. Yeah. Listen, I said I started developing incentive programs for bankers back in, oh gosh, in the 90s. And I remember I was very fortunate. I worked for a president of a bank who was very marketing and sales driven.

David Acevedo (21:23):

Banks back then, and I would say, and even today, there's a number that are not sales driven, but if you want your employees to cross service the right products and services, or you want to be treated and looked as a service, and let's forget about the word sales at this point because sales connotates that we’re pushing product.

David Acevedo (21:39):

But let's just say we're cross servicing the right customers because we're doing something for the customer, well, then you've got to have incentive programs. And I'm not one that just says pay people on a widget basis. Let's have true, key performance measurements and let's incent people like a real sales organization.

David Acevedo (21:58):

We've developed programs and we've worked with clients, we've done them all, in terms of automating different incentive plans, whether those are for lenders, portfolio based, growth based, production based but let's make them meaningful programs that tie people into the success of the organization.

David Acevedo (22:20):

And I'll say, I mean, listen, I have definite beliefs. It's funny, I've shared this with bankers over the years because the minute you get, let's say, operations involved in this incentive program, we want to incent them for selling, but we want to hit them over the head when they didn't cross the T and they didn't dot the I and listen, I used to argue these points with my executive team, keep operations out of incentive.

David Acevedo (22:44):

You incent people for selling and for performing, listen, their reviews are for the operational and I understand the importance of the compliance, but if you want to grow your organization, start treating it like a true sales organization and incent people for doing so.

Jim Marous (23:02):

It's interesting. So, much goes on and I go back a long way too, and I remember we used to have programs, you had gifts, you had big books of things you could do. And I still have some things in my house from those programs.

Jim Marous (23:16):

But it is interesting because as you said, we still end up in a situation that a teller doesn't get fired for not selling but a teller does get fired if they don't balance their cash drawer at the end of the night. It’s bizarre.

Jim Marous (23:30):

But at the end of the day, you have to have the risk and reward on both sides and there's probably no conversation that goes on at any event floor right now in banking or any industry that does in some way bring up the term AI, generative AI, machine learning. How do you see those technologies actually playing a role in deploying a 360 view of the consumer?

David Acevedo (24:00):

It's a great question. I think bankers are struggling right now with this entire terminology of AI. It encompasses so much. I almost look at it like, I break it down … I think where AI is going to go initially, I mean, if you talk to bankers, even at financial brand, I mean, there were so many different sessions on AI and bankers we're still struggling. "Well, what do we want it to do?"

David Acevedo (24:26):

We still don't know. What we know is, it's probably going to start out on the risk management side, and it's going to handle some of the fraud prevention, I think there's going to be tools that are going to start to do some of that analysis.

David Acevedo (24:37):

I think where it needs to get to, and this to me is where, this is kind of the future is being able to provide a better customer experience, being able to provide the right products and services on demand.

David Acevedo (24:54):

Right now, sometimes I go back and I think about, we used to offer product of the month and so many bankers today, it's mass product offerings. And we've got to be able to narrow down these recommendations based on you're going to be using machine learning, you're going to be using modeling to be able to better suggest and recommend the right products at the right time for a client. I think that's where we're headed.

David Acevedo (25:24):

Listen, if you look at the studies that are out there, the bankers definitely know they are going to need to do something, where they’re at with it right now. They're still trying to figure a lot of it out. I've come across a couple of bankers that said, "Our organization has a policy and we'll never do anything with AI."

David Acevedo (25:44):

Well, to me, that's putting your head in the sand because this is not going away. This is here and unless we figure out ways to capitalize on it, then we're going to be left behind. We're in the process right now, we're organizing our annual user conference of our clients and it's going to take place in a couple of weeks in Nashville.

David Acevedo (26:06):

And we know this is a big part of what we're going to be discussing with our clients, we want to hear from them what their thoughts are. What we do at 360 is one of the things is we have always been tapped into what our clients have to say and we built our software based on what our client's needs are.

David Acevedo (26:28):

And so, this is going to be a big topic, but we also recognize that we're not going to be able to develop it all in-house. What we have to be able to do is provide a solution that's going to be able to speak to other systems.

David Acevedo (26:41):

So, whether it's looking at modeling and looking at providing listening software or listening to what clients are saying to better route them for recommendations on products or services or identifying issues and things like that. So, we recognize it, but it’s a big topic.

David Acevedo (27:00):

And as I said, we're not looking to write it all and develop it all but we are looking as I'll say it again, to play in the sandbox and make sure that we can provide a solution for our clients that keep them on top of what their customers want and need.

Jim Marous (27:15):

I think it's key to understand also, if you're a smaller finance institution, you don't need to staff up for AI and generative AI. This is really where you can use your solution providers to build that experience for you to deploy.

Jim Marous (27:30):

And it levels the playing field a little bit because I think it's interesting because you and your providers are going to have to provide that technology and that capability to make it so smaller institutions can really excel.

Jim Marous (27:44):

And I'll tell you what, I say it often that some of the most progressive, innovative, and exciting organizations are some of the smallest and it gets back to a discussion we had a little bit earlier because of the leadership.

Jim Marous (27:58):

The leadership has that forward view that I'm not going to get caught behind and I'm going to do things. It's kind of like, I may fail, but I'm going to fail fast and move forward. And I think that's, I would imagine from your perspective, some of the best clients to have is those smaller community banks and credit unions that really say, "Help me get there. I'm there with you." And sometimes I think even co-creating, which is kind of cool too.

David Acevedo (28:23):

And you know Jim, one of the things that … what we've always, we pride ourselves on listen, I mentioned my banking experience, but I'm not alone here at 360 View, many of us here share a extensive background in financial services.

David Acevedo (28:41):

And so, one of the things that we're good at is we're good at listening, we're good at staying on top of what's out there. But we understand this industry and we understand this business, and we understand how it's changing and how it's changed.

David Acevedo (28:56):

And listen, we are in touch with our clients. Listen, we're a relationship software, but we're also a relationship company and we're very tapped into what our clients want and need and we're going to make sure that we've got top-notch solution to help them meet their needs.

Jim Marous (29:16):

So, David, looking ahead, how do you see the concept of a 360-customer view evolving the next three to five years?

David Acevedo (29:26):

I'll say this, 360 View to me is meant to give that banker that credit union employee a full picture of what this client looks like. And you know what, and our objective is to be able to make sure that we stay on top of what the industry is looking for.

David Acevedo (29:51):

Whether it's third-party information, third-party systems, AI, looking at best modeling approaches. We want to make sure that what our solution is going to do is to be a portal for this information so that a banker has the tools that they need to better market, to better segment, to better retain, to better service, and to better grow their solution, their organization and that to me is the key.

David Acevedo (30:27):

So, we as 360, listen, we're constantly looking at new opportunities and as I said, staying on top of what is out there right now, but we want to make sure that our solution is flexible enough to work with other systems. At the end of the day, that's what bankers they're going to want and they're going to demand.

David Acevedo (30:47):

But it's still the same basic concept of making data actionable. And the more that we can do to be that portal of information to make information actionable to the people that have to use it, whether that's digitally, whether that's by person, that's what we're going to be focused on.

Jim Marous (31:08):

So, let's say an organization is right now stuck in neutral and they're making excuses internally why they can't move forward. Maybe it's compliance, maybe the data's dirty, maybe they're doing okay right now. What one piece of advice would you give to these financial services executives that know they have to do something, but have been really stuck in neutral?

David Acevedo (31:35):

Listen, inaction is action. And what I would say is, I speak like here, we use our own tool here. I say to bankers all the time, "I don't know how you manage your business, because I would not be able to manage my business without a tool."

David Acevedo (31:57):

And listen, you're going to talk to bankers that are going to say, "Well, we know who our customers are," and we hear less and less of that actually these days. But by not doing anything, I don't know how you afford to stay competitive by doing nothing.

David Acevedo (32:14):

Because what's going to happen is everybody is going to be doing something at some point. And to me, and I say this, you've got to — listen, it's the old theory. You've got to crawl before you walk and so you got to jump in.

David Acevedo (32:31):

One of the things that we do well here at 360 is listen, we have a consultative approach. Our approach has never been a hard sell here. And when you speak to not only me, but when you speak to our team here at 360 View, you're speaking to a team of banking professionals that understand this business.

David Acevedo (32:50):

I mean, there's a reason why we've coined ourselves as the tool that's been built by bankers for bankers because we understand this business. And listen, I remember years ago Jim telling a banker that they weren't ready for our solution.

David Acevedo (33:06):

And I told them they weren't ready because I could hear in them, if I have to sell you on … I don't believe in selling you on why you need a tool. What I want to talk to you about is how I'm going to support what you're doing today and make it more efficient and help you grow your business. That, to me, is our ideal client.

Jim Marous (33:24):

It's interesting. No is a very powerful, painful, but effective tool. I talk to so many solution providers like your company and say, you got to get as high up in the organization you possibly can to see if they're ready to buy what you're trying to sell.

Jim Marous (33:39):

Because your salespeople, I was one, are always one quarter away from closing the sale. But until you get to the very top to say, “Really,” because we get fooled, the people we're talking to will get fooled, unless you get to the very top and say, "Are you really ready?"

Jim Marous (33:55):

And sometimes the question has to be, what is the most recent technology tool that you've implemented to find out, okay, can they figure out what it was, and do I consider it to be a tool that moves them forward?

Jim Marous (34:08):

Because they haven’t done something like that recently, I don't necessarily want to be the trailblazer that's on the front of that, unless you’ve got new management team. Because you can talk yourself, as you said, talk yourself blue in the face until you find out you know what they want it, they know they want it, they know they need it, but they're not ready and that's a tough one.

Jim Marous (34:28):

So, finally, you recently received an award as being the banker's choice for CRM system. There's a lot of competitors out there, as you know a whole lot better than I do. What sets 360 View apart?

David Acevedo (34:42):

You know what? Listen, this is 23 years of experience building a tool and I say a tool, a solution for bankers and that is really it. You put our team in a room with executives, we're not product dumping on people, we're not talking about — what we do is we listen. And I will say that has been the key to our approach is listening to what bankers need. We provide solutions.

David Acevedo (35:13):

So, I'll put any one of our team in a room with an executive team and talk to us about your pain points and what you're doing today and what you're not getting today from your existing tool, that's what we're good at. We understand this business, we've been doing it for a long time.

David Acevedo (35:30):

And I'll tell you, listen, there's a lot of large CRM solutions that are out there and they're offering their solution in every industry, we have made a conscious choice at 360 View to be very focused on the financial services industry.

David Acevedo (35:47):

You only will find us in a bank. You'll only find us in a credit union. Our verticals are not expanding out of there. It allows us the opportunity to know and continue to learn with our bankers what's evolving in this industry.

David Acevedo (36:03):

And for me, that has been, I think, the key to our success here as a company again, that we understand this business and we can support the bankers in their endeavors as well.

Jim Marous (36:19):

David, thank you very much for being on the show today. Thank you to your organization also because I know many people that work there, I've got to know them very well over the years at the Financial Brand forum.

Jim Marous (36:31):

But I really appreciate how you are trying to make bankers and banking better, because I think it's a key element that says, you know what? We're in it to make it so organizations can do what they've in the past thought was impossible.

[Music Playing]

Jim Marous (36:44):

You really have a sweet spot of potential clients and clients that really benefit greatly from having the tools and the solutions available that you provide. So, I very much appreciate you being on the show.

David Acevedo (36:57):

Thank you, Jim. Thanks for the opportunity. It was a great conversation. Enjoyed it.

Jim Marous (37:01):

Thanks for listening to Banking Transformed, the winner of three international awards for podcast excellence. If you enjoyed today's interview, please take some time to give our show a five-star rating. Also, be sure to catch my recent articles on The Financial Brand and check out the research we're doing for the Digital Banking Report.

Jim Marous (37:20):

This has been a production of Evergreen Podcasts. A special thank you to our senior producer, Leah Haslage, audio engineer, Chris Fafalios, and our video producer, Will Pritts, I'm your host, Jim Marous. Until next time, remember, customer insight is a fuel for impactful communications and higher levels of engagement.