5 Dangers of Not Using Wealth Management CRM Advisors Websites

11:00AM PT / 2:00PM ET
PC Audio Broadcast is Available
Conference Call: 1-877-668-4493
Meeting Number: 667 137 807

© 2014 Maximizer Software Inc.WWW.MAXIMIZER.COM
Today’s Speaker
John Easton
Strategic Accounts – Wealth Management
John has been focused on CRM
technology for 15+ years, specializing
in product management and
developing strategic relationships at
Maximizer Software.

The Promise of CRM
• Increased revenue
• Scale growth
• Improved service
• Increased practice value
• Effective delegation
• Increased efficiency
The CRM Promise: Build and Manage
Relationships

The CRM Reality for Advisors
• Lack of time to manage and implement
• Limited technical expertise
• Potential a high upfront costs
• No clear ROI
• Fear of the unknown

A Changing Landscape
• Information overload
• Increasing expectation for levels of service
• Complex and shifting regulations for compliance
• Expanding competition and options for clientele

Where to begin?
What should you be asking of your CRM
technology?
What can I adapt or change to meet my
business goals?
How can a wealth management specific tool
help?

Dangers of Limited Profile
• Lower level of client satisfaction
• Treated like number 028030-3
• Incomplete history of all client interactions
• Inability to segment clients to manage
service levels and find revenue opp.

Client Profiles
4 Core Areas of a Client Profile:
• Demographics— Age, gender, employment status,
relationship status, family position, corporate position
• Compliance – Risk tolerance, investor acumen, objectives
• Goodwill - Record what’s really important to the client or
prospect. Data that you will want to record is family members,
charities supported, religious preference.
• Financial Objectives- The minimum data set here would be a
place to record and easily retrieve information on financial
profile, history and investments

Focus on the ‘C’ in KYC
• Intuitive data capture to eliminate administration
• Easy to change and adapt
• What data is required today versus next year?
• Foundation of ‘real’ client engagement
• Make KYC data work for you
• Segment data to prioritize client management

Create a ‘One View’ World
• One view of client history
• Notes, calls, emails and client profile
• Shared view of core client information
• Key details NOT all information
• Delegation of tasks and activities
• Shared calendar of team schedule
Goal: Visibility + Collaboration

Why is technology crucial?
• Preserve the practices' business value to enable
retirement
• Ability to recruit and train new talent are
important to continuity planning
• Vital that advisers have the right technology in
place to support the future of their businesses

Evaluating Book Value
• How would you articulate the value of your
business?
• How would a potential buyer/partner clearly see
this value?
• Well managed CRM versus Ad-Hoc process

Expectations for ‘Unique’ Service
• Do you have the ability to segment clients by
service level?
• All information available? At any time?
• Customized service plans based on
demographics?
• Millennial versus Boomers Versus New Clients
• Ability to customize communication
• Best mix of phone, email, text?

Monitoring Metrics
• Measure
• Personal performance targets versus firm targets
• Performance to revenue goal
• New customer acquisition
• Volume of potential client pipeline
• Monitor
• Dashboard of top client
• Group performance to revenue target
• Performance versus YoY or historical expectations
• Client service levels
Goal: Business performance forecasting

Process Overload
• How much of your day-to-day process is
repeatable?
• Trade Recommendation, Prospect Meeting
• Identify repeatable process
• Map a flow of tasks for recurring events
• Create shared ‘Action Plans’ with all
stakeholders

Process Overload
• Develop a repeatable workflow within CRM
• Shared responsibility for process
• Identify ‘special/difficult’ clients for special
treatment
• Look for opportunities to delight clients
Goal: Save Time + Delight Clients

Action Plan:
Client Meeting
IA to
complete
and return
NCAF/KYC
for fastapp
forms.
Assistant
completes
and prints
fastapp.
Client/IA
sign wet
fastapp
Void
Cheque
Received
DL Copy
Received
FastApp
Docs
dated and
signed
Docs
upload
onto
fastapp.
Email
Mandator
y Client
Package
Update
CRM
Client
profile
notes and
meeting
follow up
task

Case Study

Investment Advisor Team
Investment
Advisor
Administration
Assistant
Associate,
Portfolio Solutions
Investment
Advisor
Administration
Assistant
Associate,
Portfolio Solutions
Regional
Office

Business Goals
• Existing Clients
• Provide the highest level of service to existing clients
• Expand the depth of service offerings provided
• New Clients
• Efficiently process new account openings
• Repeatable, highly efficient new client process
• Potential Clients
• Identify and manage pipeline of new potential clients
• Effectively communicate and develop a client profile

The Business Challenge
• Time Management
• Internal Information Management
• External Information Management
• Developing a Financial Snapshot
• Integrated technologies built around a CRM so that
an advisor can see a 360 degree view of their client
• Managing Compliance
• Using CRM to maintain critical compliance trail

The Solution
• Developing a process for all stages
• Simplified and repeatable client process
• “Action Plans” for each stage
• KYC Review
• Client onboarding process
• Daily Action Plan
• Hotlist tasks, alerts and follow up activity
• Manage and delegate across team
• Segment by prospects and customers

Case Study Results
• Efficiency in Process
• Creation of repeatable business process in the CRM
• Value of complete information
• Increased discipline within meeting notes
• Bigger picture of unique client needs
• Automation to save time
• Transactions you need to avoid
• Lower costs of staff per client
• Easiest process to follow Ex: Quarterly Reviews
• Ensuring a consistent client experience

Results of Industry Specific CRM
• Value of complete information
• Increased discipline within meeting notes, email correspondences
• Bigger picture of unique client needs
• Efficiency in Process
• Creation of repeatable business process in the CRM
• Automation to save time
• Streamline common Tasks and Activities
• Lower costs of staff per client
• Easiest process to follow Ex: Quarterly Reviews
• Ensuring a consistent client experience
• Happier clients means more Business!
• You are always onside with the regulators
• You’ll be sleeping better

Visit: maximizer.com/wealth
Email: jeaston@maximzier.com
Call: 1-800-804-6299

5 Dangers of Not Using Wealth Management CRM Advisors Websites

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