Do frontline staff end up spending more time updating CLM systems than talking to clients?

In wealth management, is there a risk that frontline staff end up spending so much time updating client lifecycle management systems that they have less time to speak to clients? 

This question was raised at a recent webinar looking into the challenges around onboarding solutions implementation. Watch Antony Bream, our MD – UK, Northern Europe & Americas share his thoughts on the subject with our Marketing Director, Lucy Heavens.

Video transcript:

Hi Antony, we recently held a webinar around onboarding implementations. We had some fantastic questions from the audience, so I’m going to cover one of those today with you. The question was: do frontline staff end up spending a lot of their time simply updating client lifecycle management systems resulting in less time spent actually talking to clients?

It’s actually the opposite. We’ve meticulously designed our user interface, the forms. the fields that an advisor would use – or anybody in the organisation would use, whether it’s support teams, the front office to really improve and simplify and minimise the number of forms and fields that are necessary to allow someone in that specialist role to enter in the data that’s needed, or get the data out that’s needed. So traditional CRM platforms are very much built for sales channels. But of course, wealth management, private banking are very specialist sales channels in some respects.

So we’ve spent a lot of time over the past nine years looking at very closely sitting down with our customers to minimise the number of clicks necessary to add information into a CRM, amend information or retrieve information back.

I’ll give you an example where we spoke to one client recently where with their existing CRM it would take their private bankers seven clicks just to tag an interest or a hobby against one of their clients or prospects. Now in our software, that would be no more than two clicks.

Our whole premise has been how do we help solve the problem of time, time spent on admin, manual processes, retrieving, looking for, finding, understanding data? We’re very much focused on how do we help save that time so that you can get the data that you need at the point that you need it. In context, start to analyse and think about that data from the insights and then act upon it.

So we don’t require any more additional steps from front office teams. In fact, we actually require less clicks of the menu. if you like. to get that data, to then also make the next best suggestion to the client from that.

So it’s actually the opposite way around. They save time rather than spend more time through the way that we’ve designed the product.

Watch the original webinar where this question was raised below.