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How to Improve Sales with Next Level Client Experiences

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How to Improve Sales with Next Level Client Experiences

Fahad Modak shares an article on how to improve sales and scale business by delivering differentiated client experiences in asset and wealth management.

The asset and wealth management industry continues to experience a lot of consolidation with deals such as Morgan Stanley/E*Trade/Eaton Vance, Schwab/TD Ameritrade, and Franklin Templeton/Legg Mason. Scale is becoming an important competitive advantage in this winner-takes-all environment.

Leaders in sales and marketing at these firms are pressured from all sides to be more relevant and valuable to their clients. Not only are they competing with other firms for market share and encountering more price pressure, but their clients have higher expectations of them as well.

Both institutional and individual investors want personalized insights that will help inform their decisions for maximum growth of their portfolio performance or financial goals. Clients are increasingly more sophisticated, and as demographics shift, Millennials and Gen Zs are looking for more convenience, more channels for access, and more customized service given the rise of technology-enabled disruptors in the marketplace.

All this pressure understandably creates some anxiety. We would like to shift this anxiety to opportunity as we lay out how digital transformation can revitalize your client relationships.

Creating a 720-degree view of the client

Sales has primarily been a relationship-driven business. Increasingly these days, sales must be a data-driven business to maintain an edge with your clients. You need to know who you’re serving if you want to serve them better. But many sales and marketing teams experience data as a tax rather than a benefit. They feed all of their activities and client information into a customer relationship management (CRM) system, but the data just moves up the ladder in the form of reporting to senior management. It doesn’t return to the seller to enrich and enhance sales and marketing efforts.

 

Key points include:

  • Creating a unified view of client
  • More intelligent prospecting
  • Simplifying the client onboarding and services process

 

Read the full article, Delivering differentiated client experiences in asset and wealth management, on Microsoft.com.