If you receive errors when attempting to view this white paper, please install the latest version of
Adobe Reader.
"Maximizer Software is the leading provider of simple, accessible,
customer relationship management (CRM) solutions, providing the best value for small and medium-sized
businesses. Our news releases, media headlines, product reviews and awards reflect the leadership position
that Maximizer’s products have held in the CRM industry for 20 years."
Source : Maximizer Software
ScotiaMcLeod
Relationship Management is also known as :
Relationship Management Applications,
Relationship Management Best Practices,
Relationship Management Companies,
Relationship Management Definition,
Relationship Management Marketing,
Relationship Management Objectives,
Relationship Management Plan,
Relationship Management Process,
Relationship Management Product,
Relationship Management Services,
Relationship Management Skills,
Relationship Management Software,
Relationship Management Solutions,
Relationship Management System,
Relationship Management Team,
Relationship Management Techniques,
Relationship Management Tips,
Relationship Management Training,
Relationship Management Wiki,
Relationship Management Strategy,
Customer Relationship Management,
Customer Relationship Management Article,
Customer Relationship Management Consulting,
Customer Relationship Management Definition,
Customer Relationship Management Model,
Customer Relationship Management Product,
Customer Relationship Management Software,
Customer Relationship Management Systems,
Customer Relationship Management Tool,
Customer Relationship Manager,
Customer Service Relationship Management,
Accessible Relationship Management,
Based Relationship Management,
Business Relationship Management,
Channel Relationship Management,
Consumer Relationship Management,
Content Relationship Management.
ScotiaMcLeod, (www.scotiabank.com) is the investment
arm of Scotiabank, one of Canada's largest financial
organizations with over $280 billion in assets. ScotiaMcLeod's financial advisors
specialize in helping individuals and small business customers plan financial solutions
for trusts, estate planning, borrowing and banking services. ScotiaMcLeod has more
than 800 financial advisors working in 84 branches across the country.
According to Chris Carter, Associate Director and Branch Manager for ScotiaMcLeod's
North Vancouver office, the financial services sector is a people-driven business where
customer service is critical to success. Chris wanted the ability to turn every customer
interaction into an opportunity to provide services to his clients. He wanted to know if
technology - specifically a customer relationship management (CRM) system - could
help him promote a professional image and customer-oriented business philosophy at
his branch as a way of putting clients at ease and attracting prospective clients who are
searching for financial advice.
Problem / Challenge
Chris knew he needed to be proactive in order to keep existing clients happy and to
build his base of new customers. Since his team of financial advisers contacts clients
often and tracks accounts daily, he also knew that he would need a more effective CRM
solution. "A client may be worth up to $50,000 for professional consulting and ongoing
management fees," says Chris. "If customers are not tracked and followed up
immediately we could easily lose them to another financial institution."
Prior to implementing a complete CRM strategy, Chris and his team developed a
rudimentary in-house system using Microsoft Access. Each call the team received was
looked up and then manually recorded into their database. "Our team was becoming
frustrated with this technology as it was limiting them from reaching out to our
customers in a more proactive way and giving them the type of quality attention for
which ScotiaMcLeod is known," says Chris. "It was becoming increasingly difficult to
stream line our sales operations and we knew something better was out there. We asked
around and learned about Maximizer, a contact manager that we purchased to help us
keep track of records of in our databases, create customer profiles, and create 'hot-list'
tasks in our calendars as a reminder to follow up with each customer. It worked so well
that I soon started thinking about the other processes I
could automate to deliver more service to my
customers."
As Chris and his team started learning more about their
customer's preferences and behaviors, he realized he
needed a comprehensive strategy to retain key
customers. In order to build and maintain solid
relationships with his clients, provide his team with the
appropriate tools to help them achieve their goals, and
provide exceptional customer service, Chris started
searching for a complete CRM system that
would help him build and enhance the
activities he started with his contact
manager. In addition, Chris wanted a
CRM system that would help him run
more sophisticated marketing
programs as well as reporting tools
to evaluate their progress.
Choosing a CRM Solution
To help his team navigate through the
various CRM vendors and product
offerings, Chris searched for a local CRM
specialist who would understand and help
solve his CRM challenges. Chris found his match
in On-line CRM Solutions, a Certified Maximizer
Software Business Partner. The team at On-line CRM
Solutions assured Chris they would work with him to
ensure Maximizer Enterprise 8 was customized to meet
the unique challenges of his financial services firm.
Because of the experience Chris had with Maximizer's
contact manager he was willing to explore Maximizer
Software's full range of CRM products and services.
"When the experts at On-line CRM Solutions told us that
features like email marketing and CAN-SPAM
compliance were available in Maximizer Enterprise 8
right out of the box, we decided to upgrade to the
complete CRM system right away," says Chris.
"It was easy for the team at ScotiaMcLeod to migrate
from Maximizer to Maximizer Enterprise 8. The
user-friendly interface is similar in both versions so they
didn't have to learn a whole new system. Plus, they were
able to transfer all of their critical data into Maximizer
Enterprise 8 without having to re-type data. This saved
them even more time," said Rod Milne, President,
On-line CRM Solutions.
The Maximizer Enterprise 8 CRM system was
customized, tested and deployed within a matter of
months. As the ScotiaMcLeod team had already used
Maximizer and was familiar with its look and feel,
training requirements were minimal. Today, Maximizer
Enterprise 8 is being used successfully by Chris and his
five team members to automate most of their everyday
tasks including scheduling outbound calls, recording
contacts, and managing literature fulfillment. His
advisors use Maximizer Enterprise to manage and route
leads, automate email campaigns, capture leads off the
Web site, and segment and track customers.
"Prior to using Maximizer Enterprise this
was all being done manually. There were
occasions where we would lose clients
because we didn't respond fast
enough and we weren't able to
follow up properly," adds Chris.
Results
"With our CRM system in place, we
all have access to a single, unified
system," said Chris. "We're already
seeing the results of our marketing
efforts as we can now direct the right
message to the right customers and prospects at
the right time."
With Maximizer Enterprise the ScotiaMcLeod office can
more easily determine certain characteristics of their best
customers, which is helping them develop
comprehensive profiles of their most likely prospects
and even establish themselves in new territories.
In addition, Maximizer's Opportunity Manager gives
ScotiaMcLeod's financial adviser team a chance to
quickly review their entire sales pipeline and respond
immediately to new opportunities. This also increased
Chris' ability to manage his team as he can now see a
graphical representation of the entire customer pipeline.
He uses this information to determine where his teams'
time is best spent.
"Financial services is an incredibly complex and
competitive industry where expectations are high and
customer loyalty can be hard to retain if you're not
giving customers what they want," Chris says. "It's
similar to other selling situations in which your level of
professionalism is dictated by the quality of information
you have on hand. When you have good, up-to-date
information that your front-line team can access quickly,
you have a better chance of anticipating your customers'
needs. Using technology to improve the overall customer
experience gives the client a good indication of how
organized your company is and shows the competency
of the individuals and management team at your firm.
When we can anticipate the needs of our customers and
make informed suggestions to help them meet their
financial goals, not only are they more likely to stay with
us, they are also likely to refer more business to us. When
this happens we know our CRM program is paying off."
About Maximizer Enterprise
Maximizer Enterprise 8 is a proven, affordable CRM solution
that helps small and medium-sized businesses succeed with
an integrated suite of software tools to attract prospects, win
new customers, and increase repeat business. With the lowest
Total Cost of Ownership in its class, Maximizer Enterprise 8 is
quickly deployed, simple to use, easy to administer and has
the functionality businesses need to build successful,
profitable customer relationships throughout sales, marketing
and customer service & support.
About Maximizer Software
Maximizer Software Inc. provides proven and affordable
customer relationship management (CRM) and contact
management solutions that help small and medium-sized
businesses increase sales and win new customers, streamline
marketing to attract new prospects, and enhance customer
service & support to increase repeat business. Maximizer
Software has helped over 6,000 Maximizer Enterprise
customers and more than one million Maximizer users grow
their businesses by building profitable customer relationships
with award-winning solutions.
For more information:
Locate a Certified Maximizer Business Partner
Phone: 1-800-624-4153
Or contact Maximizer Software directly:
Phone: 1-800-804-6299
E-mail: sales@maximizer.com