Putting in place an appropriately structured approach to the management of client relationships will become increasingly important as firms grow, sophisticated clients become more demanding and competitive pressures mount.
As relationships broaden and deepen, the imperative for professionals to manage client interactions by adopting an integrated and managed approach increases.
In many markets the requirement for effective client relationship management solutions that embrace systems, processes and cultural dimensions has moved from creating a source of competitive advantage to representing a necessity for survival.
This pressure will be increased by further deregulation of the professions together with the competitive pressures created by new entrants to traditional markets and substitute services.
A Client Relationship Management (CRM) programme is a means by which a firm can create and implement a multi-faceted, measured and systematic approach to the management and development of client relationships.
Such a programme will typically be tiered with higher levels of focus being applied to those clients of high current and future importance but with a benchmark standard enjoyed by all. Defining this benchmark level correctly is vital to ensure that it is both meaningful in terms of client experience and manageable within available resources and priorities. |
