Virgin Money boosts credit turnover and gains 3,173 working days with Dynamics 365 Sales

“Within just a few hours’ post-implementation, I’d identified circa 100 opportunities (via the new CRM), that I otherwise wouldn’t have uncovered. The ability for Managers to identify and share these high value opportunities with the team is completely transformative to our business.”

David Maxwell, Relationship Manager, Virgin Money

Prior to rebranding, Incremental worked with the CYBG group on this digital transformation programme. At the time, CYBG had 2.7 million customers and Virgin Money had 3.3 million. CYBG were renamed Virgin Money UK PLC in 2019, and by combining both businesses, they became the UK’s sixth largest bank with a total of 6 million customers.

The combined company has £84bn of assets and £70bn of customer loans. Small Business Banking at Virgin Money looks after 177,000 clients, each with credit portfolios up to £2 million.

At double the size of any UK challenger bank, Virgin Money’s vision has customer experience, innovation and digital transformation at its heart. Virgin Money leads with immersive technologies, agile systems and sound data processes to deliver impeccable standards of service and customer excellence.

  • 6 million customers
  • 175 years of heritage
  • £84 billion in assets

Enhancing reporting and centralising data centres

Virgin Money’s challenges prior to engaging with Incremental were lack of centralised data centres and poor central reporting for Regional Managers and Team Managers in the Small Business Banking division.

Multiple disparate legacy systems, manual search trackers for finding customer information and collating with management information (MI) and financial data were resource heavy. In addition, tracking customer engagement, pipeline and sales was extremely labour intensive.

“When operating in a not for profit environment, it is really important to be able to pull accurate reporting for funding purposes. This is critical to our organisation.”

Virgin Money collaborated with Incremental to create and deliver a simple but effective vision

The vision was to enhance the customer and employee proposition in Business Direct Small Business Banking and deliver improved cross sales, lead management, capacity creation and MI, by building a cloud-based Microsoft Dynamics CRM system.

Dynamics 365 Sales was utilised for opportunity management, leveraging pipeline and goal reporting. Native Dynamics 365 to Office 365 integration was used for Word document generation against opportunity data. These Word documents, along with specific “Export to Excel” outputs, are used for cross-departmental collaboration while the bank continues through an ongoing period of digital transformation.

A custom Windows application was built to facilitate the transfer of data from multiple disparate source systems into Dynamics 365. This application has been responsible for the enriching of bank customer data and has provided Virgin Money’s Relationship Managers with key decision-making data at their fingertips, creating a better customer experience during customer communications.

Solutions deployed:

  • Dynamics 365 for Sales
  • Office 365 integration
  • Customer Windows application

Helping Virgin Money deliver key outcomes for its clients and colleagues

Implementing Dynamics 365 within Business Direct Small Business Banking has driven increased opportunity identification and boosted sales. Replacing multiple Excel trackers with a Dynamics based CRM system created time efficiencies and vastly improved customer engagement tracking.

Dashboard MI is available in real time, providing operational insight and improving financial reporting.

Proactive Opportunity and Retention dashboards for each user, coupled with immersive training on querying the Dynamics database to build call lists have aided in a cultural shift in how the department approaches relationship management.

Teams have switched from product salespeople, to become consultative business advisors who are a trusted extension of their client’s business.


  • 11x increase on customer outreach calls
  • Customer outreach levels improved by 15%
  • Productivity increased by 3,175 working days
  • Positive culture change driven throughout organisation

Find out how we could help your business achieve success with Microsoft Dynamics 365.

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Incremental Group is committed to helping Financial Services businesses do and achieve more. Our people are experts at helping customers achieve their digital transformation goals.

For more information on any of our resources, or if you are planning a digital transformation project, then please get in touch.