2015 Rising Stars in Banking: Bill LaVigne

Bill LaVigne focuses on one thing: customer experience. LaVigne, chief operating officer at The Bank of Elk River, Minn., cut his teeth in retail banking. With a personal brand centered on service, LaVigne is transforming operations at The Bank of Elk River by upgrading the bank's technology to further improve customer relationship management..NorthWestern Financial Review is honoring LaVigne as a Rising Star in Banking for 2015, along with six other bankers..LaVigne is working to enhance the bank's ability to know customers' needs and to offer them the right solution, in the right way and at the right time. This year The Bank of Elk River will implement two technologies − customer relationship management software and marketing customer information files. "These two systems will give us a lot of information about our customers. When it comes to improving the customer experience, knowledge is power," LaVigne said..Once the systems go live in third quarter, front line staff will have a plethora of information at their fingertips, LaVigne said. "Staff will be able to see the products customers use, notes on previous conversations, and even suggestions for the next best product for the customer based on their current usage," he said. "The MCIF data is the brain behind CRM. We can create customer profitability profiles and generate marketing campaigns for specific customer segments.."Frontline staff will know, sometimes even without asking, what the customer needs. They also will be able to see just how good the customer is for the bank," LaVigne continued. "The CSR also can see if the customer received a targeted marketing campaign and engage them on the offer in person. This kind of technology isn't just new bells or whistles. We have spent 130 years in banking without knowing all we should about customers. These upgrades are really the foundation of the next generation of service.".The project has earned LaVigne recognition from the bank's ownership. "Bill is a high-energy person who is imaginative and practical," said shareholder John Babcock, president and CEO. "He is not satisfied with the status quo in terms of pushing our organization forward.".Early in his career, LaVigne got management's attention after he was selected to lead the bank's de novo branch in Zimmerman, Minn., which opened in November 2005. "Under Bill's leadership, the Zimmerman branch had its first profitable month by September 2006 and it had its first profitable year by 2007," Babcock said. "Bill showed up in the community and won relationships. He didn't expect the people and the business to come to him. By 2010, the Zimmerman branch had 47 percent market share and $33 million in assets. That was amazing.".In 2009, LaVigne was promoted to assistant director of retail banking with responsibility for overseeing all the bank's branches. He coached and developed other branch managers on a consultative approach to cross selling services. He also developed the bank's first sales incentive program. "We took what we liked and altered what we didn't like about other incentive programs," LaVigne said. "If we win a customer checking account, we also want them to take out the companion products to a checking account. You don't want to incentivize employees to just sell something. We want a lifelong, full banking relationship with the customer. We want to be there every step of the way and we want to incent our employees to be that partner.".LaVigne's success in each of his projects comes from his natural skill as a leader, Babcock said. "It takes a unique person to be ambitious and driven but who is not afraid to bring someone else up," he said. "Bill is not afraid to share authority and delegate work. He gives others the opportunity to succeed. He has become an excellent mentor.".Other 2015 Rising Stars in Banking honorees:Lucas White, The Fountain Trust Company, Covington, Ind.Amanda Fanning, Adams Bank & Trust, Ogallala, Neb.Tim Heilman, Choice Financial Group, Fargo, N.D.Mark Heinemann, Farmers State Bank of Hartland, Minn.Jennifer Kruchten, First National Bank and Trust of Beloit, Wis.Matthew Lujano, Westside State Bank in Westside, Iowa