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Celent Securities & Investments Newsletter, February 2013

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12 February 2013
New York, NY, USA

Analyst's Point of View

CRM and Social Media

CRM has evolved from sales, customer service, and marketing automation. It is not only basic customer information, but also financial data, client reporting, and more. The growth of social media communities has added yet another dimension: a source for relationship managers to review and update client information, and another channel to connect with clients, or even prospect.

For example, several CRM solutions have a simple link or symbol to a social network (let's say, LinkedIn); from there, advisors can access investor profiles. This will allow the advisor to review client data and ensure that all CRM profile information is up to date (has the client changed jobs, updated his work number, etc.?). It will also enable the advisor to view his client's coworkers, friends, etc. As such, it provides a new channel for prospecting. Depending on the tightness of integration between the CRM solution and social community websites (and the enterprise policy regarding social media access), advisors may also post comments to Twitter, Facebook, etc. directly from the CRM solution.

Most CRM solutions cannot automatically update info. Instead, the advisor can click on a link that that opens the social media site with the CRM UI and make manual updates. Eventually, I expect deeper integration. Automated updates would be the first step.

Alexander Camargo
Analyst

Chart of the Month

From the Celent report Declining Revenues of FCMs in the US: Time to Start Worrying?

Celent Published Reports


Research in Progress

  • Buy-Side Collateral Management Survey 2013
  • The Future of European Post-Trade Infrastructure
  • Key Trends in the FX Options Market
  • What Is the Future of Dark Pools?


Events

28 February 2013
Conference
TradeTech USA
New York, NY

14 March 2013
Webinar
Celent Securities & Investments Webinar: Big Data in Capital Markets

For more information on the above events, contact info@celent.com or call +1.617.262.3120.