At West Monroe we work with banks and credit unions trying to transform their business with greater operational efficiency and through revenue diversification by improved cross-selling of non-interest products. We’ve worked with places like United Federal Credit Union and Midland States Bank to bring our consulting expertise in strategy, business process, and Salesforce.com as an enabling technology to fundamentally change their business.

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An Introduction to:
West Monroe Partners and our Customer
Relationship Management Practice
Helping to Change the Road Ahead for Credit Unions and Banks
April 2014

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We are a firm of business and technical experts working together with clients in industries
undergoing profound change
 Established in 2002. Founded
by a team from Arthur
Andersen
 Organization. We are more than
450 experienced consultants. We
are 100% employee owned
 Growth. We are growing 25%
annually
 Holistic Business Solutions.
Rely on industry, functional and
technical expertise to drive
strategy, manage execution,
and measure results
 Seamlessly Serve Clients.
Ability to serve the needs of
Fortune 500 and remaining
flexible to provide solutions to
middle-market clients
West Monroe Partners – Profile
Introducing West Monroe Partners

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Our distinctive combination of functional expertise, industry experience, and deep
business & technical know-how delivers sustained success.
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Introducing West Monroe Partners
Our CRM Practice is part of
Customer Experience
Our CRM practice focuses in these industries, in
partnership with our industry experts that lead them

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Our team’s broad capabilities across all aspects of Customer Relationship Management with
depth in the financial services industry ensures success
The platform for
delivering a great
experience
WMP is well-positioned to provide
a deep understanding of client’s
business needs, an optimized CRM
process, a unified platform, and
thereby improve the client
experience at every touch-point.
Strategy & Advisory
Define the vision, capabilities and
governance to acquire and
maintain customers, and set the
roadmap for achieving those goals
Process Optimization
& Reporting
Enable business process and
extract data from CRM to drive
decisions, behavior and best
practices
Technology Implementation
Select and implement the solution
that best addresses the critical
customer processes while fitting
our clients’ budget and technology
constraints
Application
Development & Integration
Build the links between CRM and
critical applications or modify
existing applications to meet core
process needs
Platform Implementation
Focus
 Salesforce.com
 nCino (Loan Origination Platform
built on Salesforce.com)
 Microsoft Dynamics CRM
Our CRM Practice – An Overview of our Capabilities
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Our CRM Practice – Approach
To ensure a high level of end user engagement and long term adoption, West Monroe takes a
business process-centric approach to technology implementation
5
1. Solve for the business needs, not just technology needs
2. Engage users early to give them a voice in the process
3. Place customer needs (both internal and external) at the center of your processes
4. Establish common processes to maximize benefits associated with enterprise wide system
5. Challenge the status quo and leverage best practices
6. Integrate consistent project management, change management and quality assurance processes
Critical Success Factors
Initiate the
Implementation
 Outline a plan for the
engagement
 Kick-Off the migration
with all key
stakeholders
 Set expectations with
stakeholders to ensure
adequate support
throughout the
migration
Understand the Processes
and Requirements
 Understand unique
business processes by
facilitating “day in the
life” sessions across
divisions
 Offer best practices
based on functional
and industry expertise
 Understand short term
and long term
requirements
Implement and Test
the New Solution
 Build solution and
prove out that the
desired business
needs have been
met
 Allow select
stakeholders the
ability to perform
User Acceptance
Testing prior to the
release
Release the Solution to a
Trained User Base
 Train users
leveraging a business
process-centric
approach outlining
how this affects their
day-to-day activities
 Release the solution
to an identified user
base and ensure
successful knowledge
transfer

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Why West Monroe for Safeco?
Customer Relationship Management Expertise
 We are experts with Salesforce.com and Microsoft Dynamics CRM
 We have experience working with other CRM technologies and understand the complexities of making
large scale enterprise wide conversion and transformation
Area Presence
 West Monroe has a focus on the Southeast, and is an employee-owned consulting firm
Industry focus and Breadth of Implementation Experience
 West Monroe has the breadth of implementation experience inside and outside of banking and credit
unions
1. That is, we have solved many of these same challenges for other Financial Services firms
2. And, where you have new challenges, we can draw on experiences from both inside and outside the
Financial Services industry, partnering with our industry experts resident in our firm
Our relevant experience, local presence, industry focus, and customer focus make
West Monroe a distinguished partner
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West Monroe is a trusted partner of our customers and we have delivered on mission critical
initiatives for many banks and credit unions

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CRM Design - Considerations
Factors to include when considering CRM rollout and enhancements
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Key Considerations
Is data in siloes today? Is
there an effective strategy for
providing access to common
data across channels?
Common Experience
– How can members
have a common
experience across
channels?
Significant variance of
process (i.e. Opportunity
management) can have a
negative impact in CRM
adoption and
effectiveness
Process – Are there
consistent sets of
processes across
CRM use cases?
Does the application security
model support the unique
roles that the teams need, and
safeguard data and access at
the same time?
Security – Is there
an elegant model
that caters for all
User groups?
Different user groups have
differing needs and priorities.
Does the existing support model
satisfy the strategic and tactical
needs of all constituents?
Support – Are
users getting the
right application
support?

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Case Studies
Enabled the vision of a member-centric sales and service organization for a mid-
market, national credit union.
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Workforce Solutions
Solution
Results
Challenge
United Federal Credit Union’s (UFCU) vision to create a member-centric organization driven by relevant
member data, collaborative team-selling and timely member service were inhibited. While UFCU had much
of this data and process engrained into their organization, a centralized hub of member referrals, loan and
service sales pipeline, member servicing and sales reporting would need to be implemented to centralize
these business processes and relevant member data.
UFCU partnered with West Monroe and nCino, a force.com based Loan Origination Platform provider, to
centralize their member and prospect data. This engagement delivered:
 Unified Member and Prospect Insight: By engaging both the Retail and Commercial sales teams
concurrently, the sales data was available in one system providing insight into overlap between retail
and commercial members as well as relevant opportunities and potential product cross-sales.
 Sales Automation and Reporting: Enabled by the force.com platform, the Referral process by which
sales leads were disseminated through the organization, were centralized and automated decreasing
the time-to-contact for cross selling and new member acquisition.
 Traceable Member Service: Call Center processes were enabled , centralized and automated through
structured capture and assignment of Member Service Cases.
United Federal
Credit Union
A $2B, National Credit Union
focused in both Consumer
and Commercial
Membership and Lending.
 Enhanced Member Experience: Sales and Service teams, equipped with necessary sales and service
data, can provide a more personalized, timely and informed service to members and prospects.
 Continuous Improvement and Scalability: Vision for enhanced centralization and growth on a cloud-
based platform enabled and managed through a custom-developed Development Lifecycle
Management Tool.

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Case Studies
Maximizing the existing SFDC platform investments by advising on SFDC and
banking industry best practices to create a “stickier” implementation
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Workforce Solutions
Solution
Results
Challenge
The client wanted to understand the current state of its Salesforce instance compared to industry standards
and platform best practices, and identify any issues or gaps that need to be addressed prior to investing in
building out and enhancing the functionality on the platform
West Monroe was engaged to assess the existing Salesforce.com platform usage, in addition to providing
industry standards and platform best practices, helps set up the client for success on executing their
strategic roadmap of future technology platform initiatives:
 West Monroe performed an investigation into the existing Salesforce.com instance to identify gaps
between the current state of the instance and industry standards and platform best practices.
 West Monroe performed a validation of nCino functionality on the platform to identify any potential
gaps in the existing functionality of the bank’s current instance of Salesforce.com and that of nCino.
 West Monroe documented, presented, and discussed a set of “Worked Examples” with the core
project team to walk through the process of applying the industry standards and platform best
practices to a specific business need in order to develop an appropriate custom solution.
Regional Bank
A mid-sized regional bank
that specializes in providing
financial services to
entrepreneurs and venture
capitalists.
 A list of industry standards and platform best practices to leverage in the future.
 A much better understanding of the current state of its Salesforce CRM environment, including a list
of functional and technical gaps and recommendations on how to close those gaps
 A better understanding of the functionality tradeoffs and considerations if implementing the nCino
Loan Origination system within their instance of Salesforce CRM.

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Case Studies
In order to balance a unified view of client data with complex security needs, Mesirow
Financial required a multi-org Salesforce.com implementation strategy and roadmap
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Mesirow
Financial
Mesirow Financial,
headquartered in Chicago, is
an independent diversified
financial services firm with
offerings in investment
management, global markets,
insurance and financial
consulting
Solution
Results
Challenge
The client had a vision of enhancing their client’s interactions and experience by of unifying disparate
client data in the Salesforce.com (SFDC) platform. However, due to unique challenges of data security
requiring multiple SFDC organizations, strict compliance guidelines, and a very strong desire to onboard
multiple divisions very quickly, a well thought out data model, integration approach and roadmap was
necessary for a successful implementation.
West Monroe was engaged to perform the following tasks to develop a phased roadmap:
 Understand – Conducted interviews with the business units and their various divisions to
understand the key business processes as well as to gather future state capabilities and needs
 Define – Identified and logically grouped key functionality based on the desired vision of system
consolidation and integration and key process enablement. Also a comprehensive security matrix
was developed to identify compliance requirements and the resulting multi-org strategy.
 Prioritize – Determined and prioritized list of short-term functional and technical capabilities for
immediate release to the most critical needs across the divisions. Then designed a comprehensive
roadmap to outline the action, resources and timeline necessary to reach their desired vision.
 The client is implementing SFDC in alignment with their vision in an organized and prioritized
manner utilizing an actionable, multi-year roadmap. With a list of prioritized projects, broken into
waves and phases including a pilot allowing for a breadth-then-depth approach to provide core CRM
functionality first and roll-out additional functionality over time, the client has been positioned for a
successful, fully integrated, multi-org deployment.

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Questions & Contact Us
For additional information or to discuss any questions please contact:
Darren Smith
Business Developer
Raleigh, NC
O: 919.867.6401
M: 919.608.0871
dsmith@westmonroepartners.com
Jeff Finken
Director
Raleigh, NC
O: 919.867.6403
M: 206.714.5210
jfinken@westmonroepartners.com

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Sample Projects List – Additional Recent CRM Projects (1 of 2)
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Client Industry
Relevance
Engagement Activities
Investment
Management Firm
SFDC Implementation &
Integration
Capital Markets  Developed a customized CRM solution to replace the existing CRM system, including the
configuration of custom workflows and development of custom triggers to provide automate
referential data and client onboarding processes throughout the system.
 Utilize a custom integration to integrate Salesforce.com with their existing portfolio management
system and capture key customer actions.
Wealth Management
Firm
SFDC Implementation
Capital Markets  Developed a customer CRM solution to replace the existing CRM system, including the
development of custom triggers to maintain and standardize data across household relationships.
 Developed a custom solution to archive all inbound and outbound client emails, and associate the
emails to all relevant parties.
 Utilized Case Management functionality to support internal requests between departments,
including financial research required of the Asset Management team for Wealth Managers.
Investment Advisory
Firm
SFDC Re-implementation
Capital Markets  Built a custom investment management solution within the existing SFDC corporate instance,
allowing for independent investment management teams to use the same instance of SFDC
without having access to any other team data.
 Developed a repeatable initial data migration process to load client data when a new independent
investment management team is on-boarded into the organization.
Mid-Market Private
Equity
SFDC Implementation &
Integration
Private Equity  Developed a customized solution to track and manage their Fundraising and Investor Relations
processes, including opportunity management, tracking and calculating the fund hierarchy
structure for Investors, and creating PPM documentation directly out of SFDC.
 Created custom data replication process to extract data from SFDC to a local database, and
created custom Investor Summary reports to pull all client data from into a single report –
reducing effort from 3 weeks to a single click.
 Developed a custom integration solution to pull fund investor information on nightly basis.
Appendix – Sample Project Lists

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Sample Projects List – Additional Recent CRM Projects (2 of 2)
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Client Industry
Relevance
Engagement Activities
Regional West Coast
Bank
SFDC Implementation
Banking  Analyzed current business processes to assess future CRM needs
 Designed and implemented a CRM solution as well as completed a one-way core banking system
integration which enabled a complete view of their Wealth Management relationship’s
investment management accounts
Regional Midwest Bank
SFDC Implementation
Banking  Analyzed business processes and identified future functional integration requirements
 Built integration to core banking platform to support Commercial and Wealth Management
business lines
 Trained and deployed system to over 200 users
Regional East Coast Bank
SFDC Platform
Assessment
Banking  Assessed current CRM platform through benchmark analysis of industry standards and best
practices
 Identified issues and/or gaps with the current platform and validated the use of the current core
banking system with the CRM platform
 Provided list of recommended initiatives to enhance the platform and best practices to educate
the client.
Industry Leading Futures
Trading Firm:
SFDC Implementation
Capital Markets  Designed and implemented a highly customized CRM system that replaced the functionality of the
legacy system and added advanced marketing and management reporting capabilities
 Migrated existing data to the new CRM system to provide a composite view of the entire client
lifecycle and created a single portal for Single portal for broker teams to manage client relations
 Integrated Salesforce.com to several internal legacy systems
 Automated the Lead distribution process to manage the assignment of new inbound leads.
Appendix – Sample Project Lists