Our experience delivering Client Insights to an Asset Manager
The Head of Client Experience at a large European asset manager was heavily involved in changing the culture from being product focused to becoming client focused.
They were very keen to improve the client experience, seeing it as a key competitive differentiator.
Becoming more client-centric means better understanding of the clients; data and analytics are the key to better understanding your clients.
The asset manager 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 and inconsistently used.
Use data and analytics to build Client Insights
The first task was to interview over 100 different stakeholders across the business – from Sales, Marketing, Account Managers, Investment Managers, Finance, Operations, etc – to understand what information would help them better understand their clients. The next step was to prioritise efforts on the data already available.
Using Alteryx as an ETL tool, we started to blend multiple different data source to begin answering the business questions. Extracting account permissions from Salesforce, we were able to be sure all sharing rules were honoured, users could only see the clients within their scope.
The Client Insights were presented in Tableau dashboards. Client specific dashboards were displayed in Salesforce meaning the user didn’t have to leave Salesforce to get their client information. In addition users could access information from Tableau Server directly, both in the form of emailed alerts and proactively accessing the Tableau server.
Are you an Asset Manager interested in using data to improve your Client Experience?
Producing a world class delivery is fundamental to what we do. If you’d like to know more about what we do, why not drop us a line at firstname.lastname@example.org