Comment aider les conseiller en gestion de patrimoine pour être plus efficace et pertinent dans la relation client

Guest blog by Philippe Poirot, Head of Strategy Marketing and Offerings, Microsoft Financial Industry Services

(English translation is included below)

Tout comme Microsoft, de nombreuses sociétés de gestion de patrimoine sont passionnées par la digitalisation et l’automatisation. Pour elles, il s’agit de renforcer la performance des employés, l’engagement des clients et l’efficience des processus. Atteindre l’excellence sur ces 3 piliers est un objectif prioritaire pour développer l’activité commerciale et augmenter les revenus.

Concrètement, le digital est un asset pour transformer l’activité et la relation client. La digitalisation permet par exemple, l’élimination des tâches administratives manuelles afin de dégager du temps réalloué à la relation client et ainsi générateur de revenus. Des gains très importants peuvent être réalisés grâce à la suppression des tâches routinières et répétitives qui affligent les gestionnaires de relation client depuis de nombreuses années. Grâce au digital, de nombreux gestionnaires de patrimoine peuvent bénéficier rapidement et facilement de l’usage de l’IA pour les aider à traiter des données clients en grande nombre afin de faire des recommandations pertinentes à leur client en temps réel. Ce type de solutions et d’analyse à l’échelle révèle des solutions opérationnelles qui renforceront la relation conseiller-client d’une manière qui n’est tout simplement pas envisageablement autrement.

Souvent lorsque l’on pose cette question à un CEO en charge du Wealth Management : “Quel est le plus grand problème pour les gestionnaires de relation client ? » la plupart sont susceptibles de répondre “Ne pas donner la bonne information au client au bon moment. »

Si on pose la même question à une salle constituée de gestionnaires de relations, la réponse la plus fréquente est : “Nous n’avons pas les données pour savoir quelle est la bonne chose à dire aux clients, au bon moment. »

Ainsi, la clé pour engager les clients d’une manière plus pertinente et captivante réside dans la capacité des entreprises de Wealth Management à extraire la valeur des données qu’elles détiennent sur leurs clients. Aujourd’hui, le nombre, la pertinence et la qualité des données clients ne manquent pas en raison notamment de la grande quantité capturée lors de l’on-boarding et des données captées tout au long de la relation client.

La difficulté est que les systèmes de collecte de données des clients sont nombreux et divers et ne remontent pas toutes celles-ci au niveau du système d’information de l’entreprise. La multitude des systèmes entraine des manques de cohérence qui ont un impact direct sur la satisfaction client. Le client se trouve souvent à fournir toujours les mêmes informations. Par ailleurs, l’intégralité de ces données collectées, ne sont pas exploitées en interne pour enrichir la relation client, du fait de l’hétérogénéité des systèmes utilisés. 

La plupart des grandes institutions financières ont un avantage car elles détiennent une mine de données sur les clients et ceci sur de nombreuses années, qu’elles soient structurées ou non structurées. Comment peut-on donc tirer le meilleur parti des données clients. Il existe pour les banques privées, 3 règles d’or pour choisir sa bonne solution d’Intelligent Client Life Cycle Management :

  1. Capturez les données une seule fois, d’une manière entièrement conforme, et les réutiliser à chaque étape du cycle de vie de la relation client. Cette solution permet d’éliminer les doublons et les demandes similaires faites au client. Elle contribue à préremplir les formulaires avec les données clients déjà fournies pour réduire l’impact administratif de la relation et personnaliser l’expérience client.
  2. Veiller à ce que les données puissent être organisées, consultées, agrégées et analysées afin de fournir aux gestionnaires de la relation client une connaissance précise des besoins de leurs client et une vision 360° de la relation.
  3. Tirer parti de l’IA pour fournir aux gestionnaires de la relation une analyse en temps réel des meilleures recommandations à fournir au client qui correspondent à ses objectifs personnels et ses demandes en matière d’investissement. L’ IA peut aussi être utilisé pour analyser les retours et sentiments clients suite aux échanges afin d’enrichir les modèles de recommandation. 

Ces règles sont difficiles (voire impossibles) à appliquer dans les organisations qui n’ont pas de vision holistique de leurs données et du cycle de vie de la relation. Pour atteindre cette vision intégrée de la relation, il s’agit de posséder une vision globale du cycle de vie des clients : suivi de la prospection, on-boarding, développement de la relation en passant par la gestion de la maturité de la relation client avec l’élargissement de la surface financière gérée en termes de solutions jusqu’au réengagement des clients. Une approche axée sur la technologie et une perspective de bout en bout de la relation sont essentielles pour orchestrer toutes les phases du cycle de vie du client et en assurer le succès, tout en contribuant à décloisonner les fonctionnements internes de la Banque. 

Dans un contexte de vieillissement du fonds de commerce de la clientèle de wealth management et de la baisse de la rentabilité, il est nécessaire d’agir rapidement. C’est un enjeu majeur que de passer d’une approche cloisonner de la relation pilotée avec des système éparses avec une gestion intégrée de la relation client. Il s’agit de s’appuyer sur l’unicité des données intégré dans une système de Life Cycle Management, enrichi par l’IA pour aider le conseiller de clientèle à agir au plus près des besoins clients. 

Wealth Dynamix et Microsoft ont récemment organisé un webinaire pour discuter de la façon dont les gestionnaires de patrimoine peuvent orchestrer à la fois la gestion du cycle de vie des clients (de la prospection jusqu’à la gestion de la relation client en passant par l’acquisition), la performance des collaborateurs et l’efficience des processus grâce à une solution intégrée, enrichie par l’IA. Une solution génératrice de revenus qui enrichit l’expérience client.

Regardez le webinaire ici

 

English translation:

How to equip relationship managers to know the right thing to say, at the right time

Much like Microsoft, many wealth management firms are passionate about empowering employees, engaging clients and increasing process efficiency. Achieving excellence in these three pillars must be your goal, if you are on a mission to drive down cost-income ratios, and grow revenues.

A significant factor in empowering relationship managers is the elimination of manual administrative tasks wherever possible, freeing time for more client-facing, revenue-generating work. Digital transformation is helping to achieve this goal for routine and repetitive tasks that have plagued relationship managers for many years. However, many wealth managers still have a long way to go to fully embrace new technologies like Artificial Intelligence (AI), which have much to offer in terms of capturing, processing and analysing vast quantities of data at high speed. This kind of automation and analysis at scale reveals actionable insights that will strengthen the advisor-client relationship in ways that are simply not possible otherwise.

If a roomful of banking CEOs was asked “What is the biggest problem for relationship managers?” most are likely to reply “Not saying the right thing to the client at the right time.” 

Ask the same question of a roomful of relationship managers, and the typical answer would be “We don’t have the data to know what is the right thing to say to clients, at the right time.”

So, the key to engaging clients in a more intelligent and captivating way lies in your ability to extract value from the data you hold. Today, there is no shortage of high quality data due to the vast quantity that is captured during onboarding. Sadly, however, once this rich data has met the identity verification requirements of compliance, it is often left to languish in systems that are unconnected to the rest of the business and its true value is lost. In theory, large financial institutions have an advantage as they hold a wealth of client data spanning many years. However, they often find aggregation and analysis more challenging, as the combination of structured and unstructured data they hold resides in multiple, disparate systems.

As clients travel further on their journey with your firm they are often asked multiple times for the same data, simply because the data dots cannot be connected and company-wide visibility is not possible. Apart from the obvious inconvenience to clients, duplicate data is being stored in many different parts of your organisation, unnecessarily.

When dealing with data there are 3 rules that successful wealth managers live by:

  1. Capture data once, in a fully compliant way, and re-use it at every stage of the client lifecycle to eliminate duplication, pre-populate forms to reduce administration, and personalise the client experience.
  2. Ensure that data can be organised, accessed, aggregated and analysed to provide relationship managers with accurate insights into clients’ needs and preferences.
  3. Leverage AI to provide relationship managers with real-time analysis, and the intelligence to judge the sentiments of their clients and deliver timely next best recommendations that match their investment goals and aspirations.

These rules are difficult (if not impossible) to apply in organisations that lack a holistic outlook and global vision. Still now, we see firms that view the various stages of the client lifecycle—from prospecting and onboarding through to client management, servicing, and re-engagement—as separate business functions that are unconnected and siloed. A technology-driven approach and end-to-end perspective is essential to orchestrate all phases of the client lifecycle and ensure success moving forwards.

The gap between wealth management leaders and laggards is increasing over time. Firms that are failing to automate business critical processes and empower relationship managers with data-driven insights presented in context, and in a form that they can easily interpret and act upon to engage clients, will find it harder to contain cost-income ratios and grow revenues in the future.

Wealth Dynamix and Microsoft recently hosted a webinar to discuss how wealth managers can orchestrate both client lifecycle management (including client acquisition, onboarding, and ongoing client servicing), a team, a process, a particular department to create an integrated solution that is productive, profitable and income-generating that enriches the customer experience.

Watch the webinar replay here

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Wealth Dynamix delivers Client Lifecycle Management solutions to the world’s leading private banks and wealth and asset management firms.

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Gabriel Chan

Head of Sales – APAC

An accomplished, results-driven sales and marketing professional, Gabriel has held sales and marketing leadership positions in Singapore and China at some of the world’s most successful and respected global technology enterprises.

During more than 20 years spent at IBM, Sun Microsystems and Microsoft, Gabriel developed and implemented sales and channel strategies to support strategic business objectives.

His specialism is growing and extending sales territories to grow revenues and increase market share.

Travis Morgans

Head of Consultants

Travis combines 15 years of software delivery, business modelling and leadership experience with a passion for transforming business needs into effective digital solutions. Before joining Wealth Dynamix in March 2018, Travis led Operations for Nikon – a role which incorporated CRM product ownership responsibility and initiated over 10 years of MS Dynamics experience, from 2011 to Dynamics 365​.

 Since joining the Wealth Dynamix team, Travis has been instrumental in designing and delivering some of our most strategic WDX1 projects. Leading the consulting team for WDX1, he is responsible for their recruitment and development. The team’s complex remit supports a fundamental aim – to ensure Wealth Dynamix delivers the best client experience. ​Travis is also responsible for ensuring the WDX1 product is designed and evolved in the most adaptable way possible to drive adoption across our client base, existing and future.  

Joanne Donoghue

Chief Marketing Officer

An experienced, tenacious marketer, Jo joined the Wealth Dynamix team in 2021 as Head of Marketing and quickly rose to the position of Chief Marketing Officer. A Brand and Marketing specialist with a proven track record in BRB and B2C communications, Jo combines a customer-centred approach with strategic thinking.

Having held senior Marketing positions in numerous FTSE 100 businesses, including Asda Stores Ltd, The Co-operative Retail Group, plus financial services brands MBNA, OneFamily, TransUnion, The Co-operative Group, she possesses a wealth of experience in the fields of finance and technology.

Jo is passionate about activating the Wealth Dynamix brand across every channel, taking a holistic marketing approach to drive consistency, salience and thought-leadership activity.

About – Agustin Collazo

Head of Strategic Client Relationships

Agustin joined Wealth Dynamix over six years ago bringing a wealth of experience in change management.

Having experienced first-hand the challenges of managing clients through change, Agu now brings that expertise to Wealth Management firms looking to leverage technology in order to help them connect more effectively with their clients.

Agu has a deep technical knowledge of our solutions that allows him to deliver our products effectively, unlocking the full potential of every feature.

As our Head of Strategic Client Relationships, Agu’s specialist expertise supports firms to become more efficient, transparent and dependable using our CLM solutions.

Juan Stoppa

Head of Development

Juan has over 20 years’ experience developing and implementing CRM solutions and has spent the last 10 focusing primarily on the Client Lifecycle Management (CLM) in the Wealth Management industry.

Currently Head of Development, Juan is responsible on overseeing the technical direction of the product.

Before joining Wealth Dynamix, Juan has worked for Barclays, Fujitsu and Ciber delivering large scale CRM projects in the financial services industry.

Juan has a first degree in Telecommunication Engineering from Universidad Blas Pascal and a MSc in Business Information Technology from London South Bank University.

Ben Altmira

Director of Operations & Change

An internationally experienced change management professional, Ben is responsible for overseeing projects both internally, and for clients.

In a career spanning more than 20 years in global banking, finance and management consulting, Ben has led strategy formulation, project planning, change management adoption, business networking consultation and transformational change projects at Fortis Investments, Barclays Wealth and Investment Management and Verisure Securitas Direct. Since beginning his career at Deloitte, Ben has also amassed a wealth of experience working on complex CRM system implementations, and is a PROSCI-certified Change Practitioner and a Certified Scrum Master (Scrum Alliance).

David Backx

Director of Pre-sales and Implementations

When David joined Wealth Dynamix in 2015 he brought with him a vast amount of experience delivering large-scale Microsoft Dynamics CRM projects. As a Senior Business Analyst at Royal Bank of Scotland David managed deployments with more than 2000 users, for both Business and Commercial Banking, as well as working on key AML initiatives for RBS International. In his current role at Wealth Dynamix David supports the growth and strategic direction of client implementations in Europe. Wealth Dynamix leverages David’s product expertise to shape the product roadmap and ensure that the firm delivers solutions with the right capabilities, that will be enthusiastically adopted, by all customers.

Prior to his involvement in the wealth management sector, David worked as a waste management contracts manager, working with Multi Services Kent to ensure effective waste clearance and re-use at the 2012 London Olympics.

Cedric Neuville

Director of Pre-sales and Consulting Europe

Since joining Wealth Dynamix in 2019, Cédric has worked closely with clients to ensure that the WDX and CLMi solutions are deployed efficiently and effectively.

In a career spanning more than 25 years, Cédric has become an accomplished business and global project management leader covering both technology and financial markets sectors. Having held various roles in private banking (front, middle and back office) and brokerages, in both functional and technical roles, Cédric has led many projects including client onboarding implementations and KYC reviews, regulatory compliance projects (including PSD2, MIFID2/PRIIPS, GDPR, CRS, Rubik) and digital transformation projects (online and mobile design and implementation).

Cédric has vast experience building and managing international project teams, having created three offshore teams in Tunisia and India, managed a 70-employee company as Deputy CEO and a startup Fintech founded to create smartphone apps.

Johnny Beloe

Director of Pre-Sales

As Director of Pre-Sales, Johnny is responsible for maintaining the firm’s pre-sales policies, methodologies and resourcing. He is also leads some of WDX’s largest pre-sales analysis exercises, conducted for a wider variety of financial services firms spanning multiple jurisdictions.

Continual engagement with existing and prospective clients helps to inform the WDX1 product strategy, roadmap and pricing.

Johnny has spent his whole career in financial technology in various consultancy and
pre-sales roles. His expertise covers the full stack of systems required by leading Private Banks and Wealth Managers, encompassing core banking solutions, portfolio management solutions, Client Lifecycle Management (CLM) solutions and more.

William Rouse

Commercial Director UK MEA

William’s commercial expertise in connecting technology to solve wealth management business challenges was borne out of his early career as a stockbroker, followed by a variety of Client Relationship Management and Sales roles in asset management and banking.

Having experienced first-hand the challenges of doing the job, William recognises that an unwavering focus on client service is required to build progressive and mutually beneficial partnerships in FOR the longer term. Having gained further experience working for financial technology service providers including Calastone and Contemi, he has the specialist expertise needed to identify how to leverage technology to help wealth managers connect more effectively with their clients, and become more efficient, transparent and dependable.

In addition to his role as Commercial Director at Wealth Dynamix, responsible for new business development in the UK, US and Middle East, William sits on the board of the Securities Investment Management Association (SIMA) where he is actively involved in exploring industry trends and challenges.

Dominic Snell

Chief Product Officer

An experienced and accomplished specialist in CRM technology and wealth management, Dominic is responsible for defining and leading the product roadmap for Client Lifecycle Management (CLM) solutions at Wealth Dynamix. Experienced in SaaS strategy definition, Dominic formulated the development and launch plan for the firm’s cloud-based CLMi solution.

Prior to joining Wealth Dynamix in 2014, Dominic held senior positions in both RBS and Barclays Wealth and Investment Management, where he was responsible for leading enterprise-scale CRM implementation projects.

With more than 15 years wealth management and WealthTech experience he has vast expertise and insights into best practice CRM and CLM execution.

Francois De Lescure

Chief Revenue Officer

François joined Wealth Dynamix in 2020 to grow the company’s presence in France and further extend business operations across Europe and has since been designated Chief Revenue Officer, a member of the board. 

Having closed several flagship deals for the company across Europe and Switzerland, today his role encompasses responsibility for new and existing revenues, recruiting, structuring and managing the sales team, plus owning the business forecast and reseller channels.

Previously, François served as Chief Sales and Marketing Officer, Executive Committee member and investor at DreamQuark, an Artificial Intelligence software startup. At DreamQuark, he secured the firm’s first recurring revenues with Tier-1 banks and insurance companies, won the Fintech of the Year award and enabled A and B level fundraising. Before that François spent almost 10 years at Nokia Networks, leading European Sales for Analytics Software.

François has an MBA awarded by INSEAD and an engineering degree from the École Centrale de Nantes.

Natalie Levine

Chief Operating Officer

Currently Chief Operating Officer and Board Member at Wealth Dynamix, Natalie is responsible for the strategic direction of operations across the business. A wealth and investment management industry expert, with more than 25 years experience delivering large-scale technology projects, Natalie plays a pivotal role in ensuring the efficient running of the firm and meeting key business goals.

Prior to joining Wealth Dynamix in 2019, Natalie was Head of Technology at Bridgepoint Advisers, a UK-based private equity investment firm. She joined Bridgepoint following an 18-year tenure at Quilter Cheviot, where she was Head of Technology responsible for Operations and execution of the firm’s business plan.

Brent Randall

Co-founder and CFO

A wealth and investment management industry expert, Brent has more than 25 years of experience in developing front to back software solutions that address sector-specific operational and compliance challenges.

Prior to co-founding Wealth Dynamix in 2012, he was a Director at Third Financial Software, where he drove product development.

Previously, he led business development and product strategy for the wealth management division of Financial Objects.

Brent spent 13 years at DST (now SS&C) until 2007, where he was Associate Director responsible for the global product strategy of institutional front office and wealth management solutions.

He graduated from Downing College, Cambridge, with an honours degree in Geography.

Gary Linieres

Co-founder and CEO

With a lifetime career in wealth management, beginning in front office sales more than 25 years ago, Gary is recognised as a highly successful, award-winning executive and serial entrepreneur.

Currently CEO at Wealth Dynamix, one of Europe’s fastest growing WealthTech firms which he founded in 2012, Gary has pioneered a new approach to Client Lifecycle Management (CLM) and built solutions suited to both enterprise-scale and mid-size financial institutions.

In his early career Gary excelled in a wide variety of FinTech sales management and executive roles in the UK, Switzerland and France.

Following his tenure as Managing Director at Financial Objects, which saw revenues grow by more than 300% on his watch, Gary founded and subsequently exited from Third Financial Software after it became a leading front office technology provider.

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