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Realizing the Holistic Client View through the Integration of CRM and Expanded Data Sources

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28 February 2023
Ashley Longabaugh

CRM is the nucleus of client management strategies and advisor connectivity, as well as a portal of integrated data sources. Important to note are the other types of client data management platforms when developing a client management strategy, such as CDP, DMP, and DXP. When integrated well, CRM can be seen as a “single source of truth” for client data.

My upcoming report, CRM: The CEO of the Client-Advisor Journey: Achieving Client-Centricity through the Integration of Expanded Data Sources addresses the evolution of CRM and the impact of expanded data sources in developing the holistic client view.

Recent technology investments in CRM are designed with data management strategies as a focal point with the goal of tailoring advisor and client journeys. Wealth managers realize the increased value in all forms of client data capture and analytics as client experience expectations rise. Wealth managers would be wise to assess the capabilities of their existing CRM systems against their aspirations.