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The concept of CRM isn’t new in professional services firms, but typically, these technology systems…
The quality and integrity of data sits at the heart of CRM. Ensuring that it's always clean, up-to-date and reliable is essential for day-to-day marketing and business development activity – as well as providing meaningful relationship information and accurate business reporting.
Often, CRM adoption isn’t a success in firms, not because of the technology system in use, but because users don’t appreciate the value the discipline can provide them. Time and again, I hear about firms wanting to ‘change’ their CRM system. What they need to do is ‘change’ the perception and positioning of the discipline so that it becomes relevant to the organisation.
The backbone of any credible CRM solution is its ability to always ensure data accuracy and integrity. In addition to the core functionality used to regularly clean up data, tools that support such activity for specific scenarios are essential – including for compliance with the GDPR and data protection regulations around the world.