Mutuactivos, a wealth management company from the Mutua Madrileña Group, was faced with many issues related to their customer management platform.
Services Provided: CRM digital transformation and migration to Salesforce
Improve the customer relationship management which was impacted by the limitations of the former CRM platform. Provide both the call center agents in charge of attracting new clients and the specialized advisors in charge of managing a portfolio of clients, with a series of support tools that would reduce management times and improve the level of customer service offered by the teams.
Replacing the current CRM with a more complete system that would help advisers offer a better service to their clients.
Mutuactivos is a wealth management company and part of the Mutua Madrileña Group. It manages capital of over 8.450 millions euros and is the “independent wealth management company with the highest business volume in Spain” in 2020.
As part of the Mutua Madrileña Group, Mutuactivos was using an adaptation of the custom-developed CRM solution developed in-house at a group level. Even though it had been adapted to the needs of a wealth management business, the CRM presented some limitations which consequently had a negative impact on the customer management, a vital part of the business.
Mutua Madrileña wanted a partner capable of defining a solution, executing the project from the planning phase to the implementation, integration and start-up. Due to the multidisciplinary team everis, an NTT DATA Company, having both the technical side found in the Salesforce team of experts, and the business team which specializes in the financial industry, everis was chosen to manage the project.
The team began by conducting a gap analysis in order to understand the needs of the business and what the current solution was offering. The analysis identified that the CRM had a series of limitations that prevented an efficient customer relationship and therefore, was impacting the business’s objectives, which were structured in the following categories:
The most appropriate solution available which would solve all the limitations of the current CRM and also meet the business needs, was a Salesforce solution developed by everis. The new solution is not only adapted to the business but it also has a set of management support tools specifically created for the agents.
The integration with the new CRM made a clear improvement to the way both the call centers and agents work in relation to the new leads and the current customers. Implementing an appropriate CRM to the business needs of Mutuactivos allowed the sales teams to distribute the leads better, allocate them more effectively and ultimately, increase the conversion rate. The new lead management process functions by the following parameters:
With this complete process defined and implemented, everis has achieved a qualitative leap in two key aspects: