This content was created by Automation App. This content was uploaded by Automation App. This is a YouTube video titled "The Federal Home Loan Bank of Atlanta is a trailblazer (short)" created on May 15, 2019. It features a discussion among multiple speakers about the bank's cooperative structure, its use of CRM and cloud technologies, and its mission to support communities through affordable housing initiatives.
Questions this video answers
May 15, 2019.
320 individuals.
Sales Cloud (Salesforce).
Service Cloud and Marketing Cloud (Salesforce).
Chapters
The world's changing and you don't think about any company that starts with federal as being able to adapt quickly. But I think this is the very beginning of a journey that's going to make us worlds better.
The Federal Home Loan bank of Atlanta is a cooperative structure. Providing funding in this cooperative structure allows us to lend money to our shareholders at a lesser cost, so at wholesale funding rates, so that it's not as expensive for them to then lend money to those communities that they serve, which means it benefits every person that owns a home in this country.
We're the bank for the banks. Building communities is our mission. Markets come and go and they change. But taking data from our shareholders and allowing to drill down and figure out how we're going to use that to solve problems is how we succeed.
We weren't looking for cloud. We were looking for the best CRM platform that we could find. And it just so happened that it was cloud based. We initially implemented the relationship management platform on sales cloud.
What we were looking for is the functionality to know our customer, their shareholder, our member, so much more deeply. We understood that CRM function and how important it was more than just a Rolodex.
We started a pilot, we implemented CRM and we spent a year where we really used the platform every day.
I'm mobile every week visiting shareholders and I can have my iPad sitting there doing the course of a meeting, can reference information right there to generate the questions that might guide me to helping them be more efficient. We have 320 of the most incredibly talented individuals. They are subject matter experts and they come in every single day and they've got the passion to really do good things and do it well for our shareholders.
As we started to bring other departments in after the pilot, we realized that service cloud would be ideal for a call center. I can log in and see all the activity. I can get down to the account level. I can also see what issues are going on, what deals we're in the middle of. So I get to take a more holistic, universal view. It's improved the amount of insight I have into what this team of folks is doing every day.
Our ultimate vision goes so far beyond the sales cycle. We've started layering on marketing cloud to use the sales cycle and use that information that we were gathering and really build out knowing understand every aspect of our relationship with our customers.
We give part of our income back in the form of affordable housing to our shareholders in the communities they serve. You put a roof over somebody's head and you build self esteem. You do that twice, you've created neighbors. You do that several more times, you've started building community. That's what we and our employees get to see every single day with our shareholders. That's when it really drives home that becomes special.
As a cooperative, we treat everybody the same. Everybody's got an equal voice. And we are very conscious with the advice that we're providing because we want to make sure that every decision that we make, we can play a role in making our shareholders better and stronger. That translates through the community.
