Salesforce-Enabled Tracking of Company's Holistic Financial Advice Process Helps United Capital Financial Advisers Keep Its Commitment to Exceptional Client Service

"In one click an adviser can view a client's current holdings. In two seconds we can pull a report... we've eliminated hours of busy work and streamlined 14 distinct sales organizations. Salesforce is a lightning rod of efficiency."


Challenge
  • Following several acquisitions, United Capital— a national wealth management firm—needed a Web-based CRM solution to centralize 14 offices, each with between $150 million and $300 million in managed assets
  • As business grew, a homegrown system proved too costly to maintain 
  • The company wanted a hosted, customizable solution it could easily integrate with its Great Plains accounting system 
  • Weekly sales reports were manually produced in a time-consuming manner

Solution
  • After considering ACT! and other CRM tools, United Capital chose Salesforce Enterprise Edition, deploying it to 52 users across 14 locations
  • Integration with Great Plains allows the company to link its Accounts Receivables with Salesforce, providing a full revenue picture of each client 
  • Plans to integrate with a Charles Schwab portfolio accounting system will pull client holdings and account values into Salesforce
  • Anytime an advisor speaks with a client, current holdings will be seen instantly
  • In-person training for each office smoothed adoption of the intuitive system
  • 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
  • The company models its multi-segment wealth management processes in Salesforce to ensure tiered yet consistent client service 
  • Salesforce captures each client's held-away assets for a complete "share-of-wallet" picture of the client

Results
  • United Capital is standardized on a single integrated desktop, giving advisors a 360-degree view of the client
  • United Capital experiences increased collaboration within advisor teams
  • The company has improved consistency in servicing clients within different tiers
  • With insight into a client’s held-away assets, the company is poised to capitalize on future opportunities
  • United Capital has streamlined previously manual and time consuming processes to improve productivity
  • Easy and powerful reporting is generated in Salesforce at the click of a mouse
  • Local-level visibility into each of United Capital’s acquired companies and spot checks on protocol can be conducted at will
 
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