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  5. CRM: The CEO of the Client-Advisor Journey: Achieving Client-Centricity through the Integration of Expanded Data Sources

CRM: The CEO of the Client-Advisor Journey: Achieving Client-Centricity through the Integration of Expanded Data Sources

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6 March 2023
Ashley Longabaugh

Abstract

CRM: The CEO of the Client-Advisor Journey: Achieving Client-Centricity through the Integration of Expanded Data Sources looks at how firms are unifying data, making it actionable, and bringing together fragmented user experiences across business lines. The client experience, a key differentiator for wealth managers, is underpinned by a new era of data production coming from a variety of sources.

  • In the relationship or client management continuum, there are both traditional and newer platforms to collect and deconstruct client data based on the data types, sources, and needs of an organization.
  • The integration of client data platforms (CDP), data management platforms (DMP), and digital experience platforms (DXP) with CRM can act as a “single source of truth” for client management strategies.
  • A client management strategy must also contend with two generally accepted data architectures: decentralized and centralized.
  • Recent technology investments in CRM are designed with data management strategies as a focal point with the goal of tailoring advisor and client journeys.
  • Legacy technologies pose challenges for data aggregation and the ultimate view of the client.
  • Wealth managers realize the increased value in all forms of client data capture and analytics and would be wise to assess the capabilities of their existing CRM systems against their aspirations.
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