There are four essential capabilities that relationship managers need to properly manage their leads and client relationships, which CRM platforms really ought to offer out of the box, but which we’ve found are challenging to deliver in the real world.
These include:
- Client recognition, matching and householding
- Access to the complete view of the customer: including their products, transactions, and behavior
- Next best offer analytics
- Omnichannel marketing and sales orchestration
There’s no magic solution in prepackaged AI, machine learning and neural nets. Instead, this is where human subject matter experts, augmented by experience, insight and good data and analytics, are the key to building a sustainable solution.
