Pathfinder CRM’s robust capabilities allow users to get smarter about the customers they are serving. It helps marketers to look for trends and gaps in the way products and services are being offered and adopted, and it helps to coordinate the entire organization to convert prospects into customers quickly and efficiently.

Features & Benefits

Front-Line Point of Service

Using Pathfinder CRM, tellers, bank managers and other customer service representatives have a quick way to get a 360-degree view of every relationship, with the details needed to best service that customer.

Point of Service includes ready access to information such as:

  • Account and service summaries and details
  • Profit of customers, households, accounts, employees, branches and regions
  • Status of all the processes such as sales contacts or service requests that the customer may be currently or previously involved with
  • Retention risk of each customer
  • Profitable cross-sell recommendations
  • Customer-specific alerts and messages
  • Indication of which marketing campaign(s) the customer has been targeted for and his/her response of those offers. Users can also easily see electronic copies of the marketing materials associated with each campaign
  • Real-time interactive comments entered as a result of conversations between bank employees and each customer
  • Meaningful charts and graphs showing trends for accounts, balances, individuals, households, etc.

Point of Service is completely customized for each user, user type, or the organization as a whole. This allows tremendous flexibility to secure data while allowing authorized users to get to needed information quickly and easily.

Process Management

Pathfinder CRM includes a simple workflow system that allows users to define their own business processes. The system will monitor and
move important work through the institution. Processes can be set up to ensure timely follow-up of issues and opportunities using email to inform and remind assigned individuals. The system can be set up to escalate issues if necessary, or automatically move work to the next appropriate stage in the process. A set of process templates is provided that can be customized for the bank’s unique needs. Custom fields can also be easily added to capture critical data that is specific to the institution’s needs.

Processes are easily added or edited online and the system will instantly reconfigure and reassign appropriate work that is in progress. Authorized users can view work status and analyze process efficiencies at any time. Processes can be triggered manually by a user, by an event or alert, or as part of a campaign. As such, individual customer activity can be initiated or users can trigger actions on a group of customers. Even documents, emails, and other materials can be stored with an individual contact record to allow users a complete view of customer interaction and necessary follow up.

Profit Management

Pathfinder CRM provides profit analysis at the product and subproduct, individual customer, household, account, employee and branch levels. Banks can either use included bundled industry normatives to deliver relative profitability or use their own specific expense data for more precise profit system calculation. Even data from third-party profit systems can be used in Pathfinder CRM. Profit information in Pathfinder CRM is used in a variety of ways. For example, it can be used to segment and analyze customers into appropriate groups for marketing and sales programs. It can be used to establish product pricing or it can be used to optimize operational efficiencies and set
customer service policy.

Pathfinder CRM includes profitability assumptions for net interest income, non-interest income, non-interest expense and provision for loan losses. Pathfinder CRM also supports multiple types of profitability analysis as well as historical funds transfer pricing (HFTP) to provide an additional level of accuracy for financial organizations that require it.

Contact & Referral Management

As an example of a critical process, the system includes templates for developing lead and referral tracking. Pathfinder CRM allows banks to gather, manage, and track new customers and prospects in real time. Contact data can be brought into the system from multiple sources, including the web, tradeshows, partner referrals, acquired contact lists, and responses to marketing programs such as direct mail, seminars, and advertisements. Leveraging business process workflows, the institution uses its own specific instructions to manage different types of contacts. The system then routes and escalates contacts through the organization accordingly, ensuring that no contact gets lost or delayed. At any time, authorized users can also view contact status and overall program goals to ensure that the opportunities being generated are contributing to profitability goals and optimizing company resources.

Customer Retention Prediction

Pathfinder CRM’s customer retention predictor looks at historical variables from customers who have previously left the bank. It then applies the identified variables and thresholds to the existing customers. Using this as a basis for comparison, Pathfinder CRM flags each existing customer who has signs of attrition so that bank employees can be proactive in dealing with those customers.

Cross-Sell and Next Best Product or Service Recommendation

Pathfinder CRM uses analytical modeling to determine the next best profitable banking products to sell to a particular customer. By using product affinity groups to determine the likelihood of the next purchase, this information is combined with each institution’s unique product profitability data and product/service-line combinations. This ensures that the recommended next best product or service is not only more likely to be purchased, but that the addition of the cross-sell product will be a profitable addition to the customer’s existing portfolio. Banks also use the cross-sell data to determine which products or services to highlight for one-to-one marketing efforts or larger, aggregate campaigns.

Personal Portal

Using a standard web browser, all Pathfinder CRM information is accessed through a personalized portal. Each user can customize his/her own portal to view dashboard objects (visual displays of information such as graphs) and to provide one-touch links to files, reports, web pages, and any other applications within the bank. It also allows users to post and store information such as sales scripts, rate sheets, and documents that need to be shared with other people in the organization.

Because not all employees will need to (or should) access all of the information in Pathfinder CRM, system administrators can control what type of information is accessible to each user, user group, or user type. User access can be restricted to specific programs, documents, applications, data types and records – down to the field level.

Pathfinder CRM allows users to access information from a Personal Portal whereby each user can customize his/her personal portal to view dashboard objects (visual displays of information such as graphs).


Alerts are used to flag critical changes in customer activity or to emphasize a specific action that a front-line employee should take with a particular customer or group of customers. Pathfinder CRM Alerts are notifications put out in a variety of selected ways. The system can notify specific users via email or put a notice on their portal page. Pathfinder CRM can also put a specific alert on individual customer records, or alerts can be used to generate specified reports to assigned personnel. Alerts can be created to monitor a specific event or threshold (e.g. % change in deposit balance, high level of ATM activity, etc.). Developed using Pathfinder CRM’s Report Manager, Alerts are easy to create and can also be linked with campaigns and processes to ensure quick and thorough follow-up.

Campaign Management

Pathfinder CRM’s Campaign Manager achieves significant time and budget savings for marketing departments by helping to optimize the programs put forth and enabling the bank to quantify the return on their marketing investments. Pathfinder CRM enables a user to set up and track targeted marketing and sales campaigns. Marketers can then break down the data into the result categories they desire, such as response rates for hard copy mailings versus email outreach programs. This allows the end user to clearly see how effective various campaigns are with any one or more products or services, saving valuable time and budget. Pathfinder CRM’s Campaign Manager includes an ROI calculator that compares the costs and subsequent revenues received as a result of a specific campaign. Multiple campaigns, or waves, can be compared and campaigns can be linked to processes to manage the execution of the campaign throughout the bank. By doing this, marketers can track the progress of their campaigns, making adjustments where necessary during the actual campaign to optimize results. Relevant marketing materials can be archived with each campaign to enable any user to view the materials as needed.

Report Management

Pathfinder CRM has a built-in report writer that is easy-to-use by novice personnel, but flexible enough for advanced users who need to build complex reports. The system provides step-by-step instructions on how to create, format and publish custom tabular reports, charts and graphs. In addition to cross-tab and drill-down reporting, Pathfinder CRM’s Report Manager includes the ability to also drill down to the details of a specific customer by linking directly to that customer’s Point of Service screen.

Another feature of Pathfinder CRM Report Manager is Quick Reports. Quick Reports were designed to allow a very fast way to analyze different segments of customer information against standard report templates without having to create new reports and segments every time. For users that regularly require similar parameters against different aspects of their database, Quick Reports were designed to make the analysis easy.

Reports can be published in PDF or HTML formats directly to the portal, downloaded into a delimited file, emailed as attachments or scheduled for distribution by the system. Reports can be set so that they are automatically updated every time the Pathfinder CRM database is refreshed. Pathfinder CRM provides a library of hundreds of pre-built reports that can be used as templates and customized as preferred.

Pathfinder CRM’s Report Manager can also be used directly on top of other databases in the organization to provide robust, web-based reporting for systems that otherwise lack such capability.