Select CRM That Works With Overall Goals
An effective client relationship management (CRM) system can be one of your most powerful allies in the drive to provide better service, enhance workplace efficiencies and build a more profitable practice. CRM technology is most effective when it's used to facilitate organizational goals. So start by determining exactly what you want your firm to accomplish. When it opened its doors in January 2003, Geneva Investment Management of Chicago placed a high priority on selecting a CRM system. The firm's principals evaluated the most important concerns of its affluent client base and opted to build a customized solution that catered to those needs…
You also might list the biggest problems your firm has faced during the past year. Perhaps information isn't being shared well enough across the firm, resulting in response delays and frustrated clients. Or perhaps there are too many errors with your client data, due to manual processes and multiple data entry. If you're clear about the issues, you can more easily select the right CRM solution. In
-Dan Skiles, vice president of technology for Schwab Institutional in CRM Rules
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