Gestion du cycle de vie des clients : prendre le temps de transformer le service

(English translation is included below)

Malgré l’accélération des solutions de gestion du cycle de vie client (CLM) ces dernières années, de nombreuses banques privées et sociétés de gestion de patrimoine nous demandent toujours quelle est la différence entre CLM (Client Lifecycle Management) et Customer Relationship Management (CRM), et quel impact ces solutions peuvent avoir sur l’efficacité.

CRM vs CLM – En quoi diffèrent-ils ?
En termes simples, un CRM maintient les données client, tandis que le CLM gère le client. De la prospection à la mise en relation, à la gestion des comptes, au service et enfin au réengagement, un CLM crée une vue client à 360 degrés qui permet de servir les clients de manière intelligente et sans friction. Les solutions CLM capturent la bonne quantité de données, au bon moment, et génèrent des informations sur les préférences des clients qui vous permettent de faire les meilleures recommandations personnalisées, à chaque étape du processus.

Le temps est un facteur critique qui influence tous les aspects du travail du chargé de clientèle : le temps pour identifier et cultiver de nouveaux prospects, le temps consacré à l’onboarding de nouveaux clients, et le temps passé à gérer les clients pour maximiser leur satisfaction et augmenter la fidélité. Les solutions CLM numérisent les processus et les tâches tout au long du cycle de vie du client, automatisent le travail administratif manuel et redonnent du temps aux chargés de clientèle, afin qu’ils puissent se concentrer sur la qualité de service et l’augmentation des revenus.

Conduire l’onboarding avec efficacité
Considérez la mise en relation comme exemple. Notoirement l’un des processus les plus exigeants en main-d’œuvre, sujets aux erreurs et fastidieux pour les chargés de clientèle et les clients, le processus de mise en relation peut être transformée par les solutions CLM en un processus rapide et transparent.

  • Capture et réutilisation des données
    Bien que les données soient la pierre angulaire d’une gestion efficace de la relation client, la saisie et la validation des données peuvent être un processus fastidieux nécessitant beaucoup d’allers-retours entre le client et la banque, et générant beaucoup de duplications.

Les solutions CLM éliminent le besoin de capturer les mêmes données plusieurs fois, économisant du temps et de l’énergie pour toutes les parties concernées. En appliquant une approche ‘capturer une fois, utiliser plusieurs fois’, les données capturées lors de l’engagement initial sont automatiquement introduites dans le processus d’onboarding et complétées par la grande quantité de données nécessaires pour satisfaire les exigences la conformité sur la partie KYC, puis acheminées vers les processus en aval et utilisées pour personnaliser le parcours de chaque client, de manière cohérente donc.

  • Intelligent Know Your Client (IKYC)
    Les vérifications approfondies nécessaires pour identifier chaque client potentiel et vérifier chaque identité peuvent prendre des semaines, voire des mois. Cet aspect de l’intégration peut s’avérer frustrant. Les clients peuvent blâmer les retards prolongés sur l’inefficacité de votre équipe et être désillusionnés au tout début de votre voyage ensemble. Les chargés de clientèle, désireux d’accélérer le temps pour générer des revenus, veulent obtenir rapidement l’approbation d’onboarding pour commencer la planification des investissements, le plus tôt possible dans le cycle.

Les solutions de CLM peuvent réduire considérablement les temps d’onboarding grâce à des contrôles de conformité continus et automatisés et à l’IKYC numérisé. Des millions d’éléments de données sont capturés quotidiennement, sur des sites Web, de nouvelles archives, des informations sur les entreprises et des listes de surveillance. Les recherches de routine à forte intensité de main-d’œuvre sont converties en flux de travail simplifiés et automatisés, et les données non structurées telles que les actualités négatives sont transformées par des analyses puissantes en informations intelligentes, qui permettent aux analystes de hiérarchiser les risques et d’exposer les menaces. Le résultat ? Plus d’intelligence avec l’IA éliminant les faux positifs, plus rapidement et à moindre coût.

  • Saisie automatisée des données
    Chaque minute ou heure qu’un chargé de clientèle passe à transposer des notes de réunion, à résumer des conversations et à saisir des données dans le CRM est une minute ou une heure qu’il aurait pu consacrer au service d’un client. Le manque de temps pour fournir un service client haut de gamme peut entraîner une perte de part de portefeuille, une augmentation du départ de prospects/clients et des ratios coûts-revenus élevés, de sorte que le temps perdu peut se révéler préjudiciable à la croissance des actifs sous gestion.

Les solutions de CLM offrant la saisie de données via la reconnaissance optique de caractères (OCR) ou des outils de transcription audio automatisés peuvent pré-remplir numériquement les champs d’un formulaire ou au sein d’un CRM, ce qui permet d’économiser beaucoup de temps et de libérer les chargés de clientèle pour se concentrer sur un travail plus proactif en rentabilisant le temps.

La mise en relation n’est qu’une phase du cycle de vie du client qui a considérablement bénéficié à la fois d’une approche orientée technologie et d’une approche orientée processus (le cycle de vie du client). Pour rester compétitifs, les chargés de clientèle doivent être capable de se concentrer sur des stratégies d’engagement qualitatives et sur les activités en contact avec les clients, et la seule façon d’y parvenir est de passer moins de temps à rechercher, à saisir et quantifier manuellement les données.

En résumé, je pense que les gestionnaires de patrimoine les plus prospères adopteront des plates-formes CLM de bout en bout qui couvrent tout le cycle de vie du client, présenteront les données sous une forme que les chargés de clientèle pourront comprendre et déploieront des flux de travail intelligents qui acheminent les bonnes données au bon endroit, au bon moment.

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:

Client Lifecycle Management: Making Time to Transform Service

Despite the acceleration of Client Lifecycle Management (CLM) solutions in recent years, many private banks and wealth management firms still ask us what the difference is between CLM and Customer Relationship Management (CRM), and what impact they can have on efficiency.

CRM vs. CLM – How do they differ?

Simply put, CRM preserves client data, while CLM preserves the client. From prospecting to onboarding, to account management to servicing, and finally to re-engagement, CLM creates a 360-degree client view that enables you to serve clients in an intelligent and friction-free way. CLM solutions capture the right amount of data, at the right time, and generate insights into client preferences that enable you to make personalised next best recommendations, every step of the way.

Time is a critical factor that influences every aspect of a relationship manager’s work. Time to identify and nurture new prospects. Time to spend onboarding new clients. And time spent managing clients to maximise satisfaction and increase loyalty. CLM solutions digitise processes and tasks across the entire client lifecycle, automating manual administration work and giving time back to relationship managers, so they can focus on quality of service and revenue growth.

Driving onboarding efficiency

Consider onboarding as an example. Notoriously one of the most labour-intensive, error-prone and tiresome processes for both relationship managers and clients, onboarding can be transformed by CLM solutions into a fast and seamless affair.

  • Data capture and re-use
    Although data is the lifeblood of effective relationship management, data capture and validation can be a burdensome process requiring a great deal of back and forth between the client and the firm, and a lot of duplication.

CLM solutions eliminate the need to capture the same data multiple times, saving time and energy for all involved. By applying a ‘capture once, use many’ approach, data captured during initial engagement is automatically fed into the onboarding process, supplemented by the vast quantity of data required to satisfy KYC and compliance requirements, and then routed into downstream processes and used to personalise every client’s journey, consistently across your business.

  • Intelligent Know Your Client (IKYC)
    The extensive checks required to identify every prospective client, and verify every identity, can take weeks or months. This aspect of onboarding can prove frustrating. Clients may blame extended delays on the inefficiency or your team and become disillusioned at the very start of your journey together. And relationship managers, who are eager to accelerate time to revenue, want to get approval to begin investment planning, as early in the cycle as possible.

CLM solutions can dramatically cut onboarding times through continuous, automated compliance checks and digitised IKYC. Millions of items of data are captured daily, across websites, new archives, company information and watchlists. Routine, labour-intensive searches are converted into simplified, automated workflows, and unstructured data such as negative news is transformed by powerful analytics into intelligent insights, which enable analysts to prioritise risk and expose threats. The result? More intelligence with AI removing false positives, faster and at lower cost.

  • Automated data entry
    Every minute or hour that a relationship manager spends transposing meeting notes, summarising conversations, and entering data into the CRM is a minute or hour they could be spending servicing a client. Lack of time to deliver premium client service can lead to loss of wallet-share, increased attrition, and high cost-income ratios, so wasted time can prove detrimental to AuM growth.

CLM solutions offering data entry via Optical Character Recognition (OCR) or automated audio transcription tools can digitally pre-populate fields on a form, or within a CRM, saving countless hours of time and freeing relationship managers to focus on more proactive work, which can yield profitable returns.

Onboarding is just one phase of the client lifecycle that has benefitted significantly from a technology-driven approach to CLM. To remain competitive, relationship managers need to be empowered to focus on qualitative engagement strategies and client-facing activity, and the only way to do this is to spend less time manually finding, entering and quantifying data.

Now, and in the future, I believe that successful wealth managers will embrace end-to-end CLM platforms that span the entire client lifecycle, present data in a form that relationship managers can make sense of, and deploy smart workflows that route the right data to the right place, at the right time.

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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With 20+ years’ experience in delivering strategic digital transformation initiatives, Cedric oversees the successful implementation of client lifecycle management solutions in the Southern Europe region.

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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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