How do you bring Client Insights to a major European Asset Manager?
The Head of Client Experience at a large asset management organisation was heavily involved in changing the culture from being product focused to becoming client focused. A key to becoming more client-centric is to better understand the clients.
The organisation had a lot of data, both internal and external. They had data from their CRM, Salesforce, data from finance, data from their custodians, data from the product performance team, data from the portfolio management system, data from external fund data providers, data from external market data providers…but it was little used and inconsistently used.
How do you build a Client Insight data capability?
The first task was to interview over 100 different people across all levels within the business to understand what information, in their opinion, would help them better understand their clients. The next step was to prioritise efforts on the data already in possession.
Using Alteryx as an ETL tool to bring together multiple disparate data sources we started to pull together the data to begin answering the business questions. Pulling account permissions from Salesforce we were able to be sure all sharing rules were honoured, users could only see the clients within their scope.