United Capital Financial Advisers keeps its commitment to exceptional client service with Salesforce

Challenge

• United Capital, a national wealth management firm, needed a cloud-computing CRM solution to centralize its offices following several acquisitions
• A homegrown system proved too costly to maintain as the business grew
• Managers wanted a hosted, customizable solution that could easily integrate with a Great Plains accounting system
• Weekly sales reports were manually produced in a time-consuming manner

Solution

Sales Cloud

• After considering ACT! and other CRM tools, United Capital chose Salesforce Enterprise Edition
• Integrated with Great Plains; linked accounts receivables with Salesforce, providing a full revenue picture of each client
• Integrated with Envestnet which pulls client holdings and account values
• Modeled a multi-segment wealth management processes in Salesforce to ensure tiered yet consistent client service
• Advisors can instantly see current holdings any time they speak with a client
• Dashboards track individual "critical success factors" attributed to revenue and number of appointments; the COO tracks high-level metrics with a bird’s-eye view of the overall business
• Salesforce captures each client's held-away assets for a complete "share-of-wallet" picture of the client

Chatter

• Replaced group email communications with Chatter to encourage dialogue and idea sharing
• Created role-based groups to facilitate discussion across the company’s 25 offices on key strategic topics
• Created committee follow-up lists and groups to be managed via Chatter rather than emailing docs around
• Kicking off a Q4 growth and bonus campaign; all employees whose office has grown 15 percent over the run rate in Q4 will receive an iPad with Chatter

Results

Sales Cloud

• Standardized on a single integrated desktop, giving advisors a 360-degree view of the client
• Increased collaboration within advisor teams
• Improved consistency in servicing clients within different tiers
• Streamlined previously manual and time consuming processes to improve productivity
• Achieved local-level visibility into each of United Capital’s acquired companies so spot checks on protocol can be conducted at will
• Easy and powerful reporting is generated in Salesforce at the click of a mouse

Chatter

• Helped build a more cohesive culture, making offices around the country feel more closely tied to each other
• Prompted ad hoc collaboration on sales opportunities and client questions
• Generated more internal collaboration on service requests