As part of an ambitious plan to drive growth, Regions Financial launched a new customer relationship model called Regions360. The model provides a complete view of customers’ financial profiles to better align products and services to meet their
needs. To drive the initiative, the bank planned on leveraging its integrated data warehouse but lacked an effective analysis and reporting platform. With Microsoft SQL Server 2012 Reporting and Analysis Services, Regions provides dashboards that managers
at all levels of the bank can use to better analyze data, uncover new revenue opportunities, and serve customers more effectively.
As one of the top bank-holding companies in the United States, Regions serves customers in 16 states across the South, Midwest, and Texas. Through its subsidiary, Regions Bank, the organization operates approximately 1,700 banking offices and 2,100 ATMs
across the region.
In 2008, Regions Financial began a strategic shift that would literally change the culture of the bank and how it integrated, analyzed, and leveraged data. Prior to 2008, business was driven largely by production metrics such as the balance of outstanding
loans and deposits. To help spur its growth efforts, Regions shifted focus, creating a new revenue metric based on the overall customer relationship.
This new approach would ultimately help support a new banking model introduced in 2012 called Regions360. The goal was simple: better understand the needs of each customer and provide a more effective mix of products and services to meet those needs.
Regions started by developing an integrated data store with customer data from across the bank. But once the warehouse was developed, an even greater challenge remained: how to analyze and present this data in a way that relationship managers could actually
use to drive business? “We were struggling with both the analysis of the data and the actual delivery to relationship managers,” says Rachel D. Smith, VP Business Intelligence at Regions.
At the time, the bank was using another business intelligence (BI) software solution. But performance issues prompted the bank to explore other options, including SQL Server Reporting and Analysis Services. During the proof-of-concept phase, it quickly became
clear that the Microsoft platform could better meet the bank’s objectives.
“With our previous BI tool, we simply could not get the analysis we needed,” says Smith. On the other hand, “the Microsoft team showed us how their platform could deliver the right analysis efficiently to all levels of the organization—from a high-level
strategic perspective to a more detailed view required by relationship managers who meet face-to-face with the customer. By comparison, the other solution just wasn’t as user-friendly.”
Because Regions was running an Oracle database, the bank also looked at Oracle BI tools. But what it found was that extending its investment in Oracle did not provide any clear advantage. In fact, SQL Server Analysis Services was able to complete cubes four
times faster than the current analysis and reporting solution with much more information.
In the end, Regions chose the Microsoft solution. “We know our data and we know the business questions we want to ask,” says Smith. “We were looking for a tool that we could put in front of business users to deliver the answers they needed intuitively and
cost-effectively. SQL Server Reporting and Analysis Services filled that bill beautifully.”
||We were looking for a tool that we could put in front of business users to deliver the answers they needed intuitively and cost-effectively. Microsoft Reporting and Analysis Services filled that bill beautifully.
| Rachel D. Smith
VP Business Intelligence
Once the bank had selected SQL Server Reporting and Analysis Services, Regions hired a partner to begin work on integrated dashboards for each line of business, starting with the commercial and industrial division. This first dashboard provided more than
300 relationship managers with a complete customer relationship view. “They would ask questions like, ‘Can you tell me the 100 most profitable relationships in the division?’ And within six hours, we delivered a report answering the question. That’s just something
we couldn’t do before,” says Smith.
The success of this dashboard quickly caught the attention of the strategic planning committee responsible for the execution of Regions360 across the entire bank. “They liked the information that could be provided. They liked the look and ease of use of
the reporting. They liked the speed, the timeliness that it was able to be provide,” says Smith. Based on this early success, the dashboard became the standard for the entire Regions360 reporting structure.
Today, SQL Server Reporting and Analysis Services are being used to develop dashboards for all of Regions’ Business Groups. There are also plans to develop dashboards for other teams. “We're now able to push the dashboard infrastructure down to specialty
types of banking needs,” says Smith.
The Regions360 dashboards have become the technical cornerstone of the bank’s broader Regions360 strategy. By using SQL Server Reporting and Analysis Services, the bank can deliver deep, actionable analysis with a flexible and familiar toolset that is being
used to tailor dashboards across the bank.
Deep Customer Analysis
With the Regions360 dashboard, relationship managers can identify opportunities to deepen and broaden customer relationships faster and more effectively. Using SQL Server Analysis Services has helped the team to build more than just a cross-selling tool.
As Smith explains, “Now we are able to drill down even further and analyze household growth and retention. We can really break down the components of revenue and figure out the key drivers, whether it’s loans, leases, insurance, investments. We can also analyze
contribution margins, profit, net profit, and pretax income. That's been a big next step in the evolution of the program.”
Because of the flexibility of SQL Server Reporting and Analysis Services, the BI team can now develop dashboards for a wide range of metrics and objectives. As Smith says, “Managers would see a dashboard from another division and ask for the same kind of
thing but with very different goals and very different perspectives of measuring needs and services. The toolset made it easy to quickly and easily customize the dashboard structure to address those needs. In fact, the team has been able to create dashboards
across the bank with no new user training.”
Interoperability with Familiar Microsoft Products
With tight interoperation with Microsoft Office and SharePoint products and technologies, SQL Server Reporting and Analysis Services have made it easier for everyday users to quickly generate effective, actionable analysis. “We’ve got line-of-business users
now who are starting to learn how to use the cube from an Excel pivot table sourcing perspective to do more self-serve analysis,” says Smith. “This type of analysis is just exponentially more advanced than what we were doing off of that original database and
To make it even easier for end users to perform self-serve analysis, the bank is developing a Microsoft SharePoint 2013 dashboard, leveraging PerformancePoint Services in Microsoft SharePoint Server 2013, Microsoft SQL Server 2012 PowerPivot for Excel, and
Excel Services in Microsoft SharePoint Server 2013. “With the new SharePoint dashboard, we’ll move from 10 or 20 employees doing analysis to literally hundreds of analysts from across the bank doing their own reporting,” says Smith.
This case study is for informational purposes only.