Encouraging the back office to come around to a customer-centric approach.

• Position: Marketing News - Brief Article

Almost every bank says it wants its customer-facing functions--deposit counselors, customer service groups, loan officers, loan assistants--to be more "customer centric."

But customer-facing functions can not operate without the back office. How do you get the back office to be more customer-centric along with the customer-facing functions?

Some tips for mid-size banks are offered by Thomas Thamara, principal of FSIC Associates of North Andover, Mass., a consultant that specializes in best practices and strategic planning in the financial services industry.

1 Develop a pipeline database for all key loan and deposit products, accessible to both back and front office groups. This database will sharply reduce the need for repeated calls and audits, Thamara says. "It should be combined with relevant and timely alerts on maturing loans and CDs and line-of-credit extensions of term-loans, where the loans are already drawn, etc.," he says.

2 Train loan officers/deposit counselors to provide clear, error-free instructions to avoid...