Beaufort Financial is an independent financial advisor network operating across England, and we deal independently with the Reading office. Early into the project, we soon realised that the business had a fantastic amount of client goodwill that wasn’t being leveraged purposely, along with an impressive list of professional contacts. Basically, they were doing the key things well.
The first thing we did was distinguish clearly between client types and introducers and split the data. This created a much clearer and cleaner way of managing the data compliantly in a marketing capacity.
The professional network is now in a customer relationship management system (CRM) for a more targeted marketing approach, segmenting data so that people only get relevant messaging. Due to the strict regulatory nature of the industry, we also created a secure micro-site to enable event management and data collection. The site is tied to the CRM to collect and update records automatically. After less than six months, we now have a more comprehensive overview of conversations and activities and the relationships to focus on.
Over time, and with ongoing data cleansing, we have created a more relevant database for managing professional connections, with additional segmentation across many key areas. This allows us to work the relationships more cohesively, only engaging people with relevant interests.
We are also creating more conversations with clients, including a customer survey and promotional videos that create the empathy that only third-party endorsements can bring.
When you have a business that relies on solid and long-term relationships, it’s essential to build everything around this. We have created a new level of engagement with the existing client base and introducer network – more of a dialogue – enabling us to maintain reputation and grow through referral.
Much of this is system and process-led, so introducing a customer relationship management system (CRM) was central to better understanding our professional interactions.