CRM tools, once used at asset management firms mainly by sales staff, are now commonly used by marketing and client service teams as well. This CutterCast explores how members are leveraging data and analytics to improve the client experience delivered by sales and client service teams, and how members are improving user adoption and data governance. We also examine the role of the CRM vs a Client Master, as well as practices for selecting a CRM platform and managing multiple client types.
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