How To Grow A Business

Transcription

1 CCH CRM integrating practice growth Why CCH CRM? The practices which are gaining market share are those that are organised in their business development activities, not just in targeting new prospects and markets, but also by systematising client relationship management to ensure all clients are receiving attentive service. We are seeing that every practice looking to grow is looking to achieve more of the following: Proactive marketing making the data work harder and smarter Effective client relationship management encouraging the take up of additional services Effective referral network understanding what the referral pipeline looks like and why, tracking which referrers deliver the best business to the practice Monitoring campaign success understanding what has gone well, or not Greater visibility of opportunities enabling the practice to invest in activities that will make a difference in revenues and profit Better internal management and monitoring of business development activities ensuring relationships are nurtured through regular follow up activity With greater visibility and monitoring of your business development efforts, you can establish what is not adding value and focus on those activities which have a positive impact on practice growth. Many practices have told us that they need structured tools to optimise and automate their marketing effort. While there are numerous CRM packages in the marketplace which might achieve this, those firms said that they did not want to duplicate the already rich data content which they have in CCH Central. CCH CRM powered by Workbooks, which is integrated with CCH Central, delivers the toolset you will need to support you as you grow your business. CCH CRM powered by Workbooks won CRM Product of the Year both in 2013 and 2014 and in independent CRM Analyst reports such as G2crowd was rated the highest available for user adoption and customer satisfaction. Let s now take a look at how integrated CRM might work for you.

2 The main features of the integrated CRM solution available in 2014 CCH Central will continue to be the core database for your client and contact data. This ensures data integrity is maintained for your practice s compliance and management needs as well as retaining the familiar CCH Central interface CCH CRM focused on managing and monitoring your marketing activities to all your clients and contacts, as well as creating visibility of the progress and outcome of these marketing activities. Data integration near real-time updates from the master client and contact data in CCH Central to CCH CRM will ensure that CCH CRM can leverage this rich data for the practice s marketing activities. Data mining generate cross-suite reports in CCH Central to identify clients who meet criteria for a marketing campaign. Full access to CCH CRM within CCH Central providing you are licenced to use CCH CRM, you will be able to easily use all the CCH CRM tools accessing these directly within CCH Central. No need to sign on to a different system. The following key data will be updated in CCH CRM from CCH Central: Key contact/client data (name, address, , phone etc) Practice ownership data (client manager, client partner etc) Associated contact data Pick-list of extra fields and categories For practices that require a more detailed dataset to be available in CCH CRM, additional consultancy can be arranged End-to-end contact management from new lead to client when a new lead or suspect contact is converted to a real prospect or a prospect converts to a client, the CCH solution will offer appropriate workflows to efficiently manage and automate each phase, incorporating enhancements to the client engagement and anti-money laundering process. Areas of CCH CRM integration being looked at for the future Beyond the main release in 2014, CCH Software will be looking to further enhance the integrated CRM solution as follows; Communication integration Documents, notes and other communications created in CCH CRM will be stored in CCH Document Management Microsoft Outlook integration between Microsoft Outlook, the CCH suite and CCH CRM, to manage appointments and electronic communications in a cohesive way, including intelligent filing into CCH Document Management

3 CCH Central / CCH CRM Integration 2014 Integration Plan The integration roadmap focusses on maintaining CCH Central as your practice s master database, while enabling the marketing toolset of CCH CRM to use your practice s rich data without creating any risk on the core contact relationship structures that form the foundation for all your practice s compliance. For these reasons our strategy on data integration is focused on feeding the master client and contact data from CCH Central to CCH CRM ensuring that CCH CRM can leverage this data for the practice s marketing activities. The key stages of the integration plan are as follows: Available NOW Data Export / Import Integration feature Initial data extraction of key client and contact data from CCH Central with the ability to import this data into CCH CRM using the CCH CRM import wizard This same feature can be used by your practice to have incremental updating of data in CCH CRM. This facility enables your practice to create on demand data files of data changes from CCH Central and import these into CCH CRM via the CCH CRM import wizard September 2014 Full CCH CRM integration Access to CCH CRM directly through your CCH Central logon Automated updating of client and contact data changes from CCH Central to CCH CRM. This will be a near real-time update of changes to CCH Central imported directly into CCH CRM on an automated basis. Your practice will be able to determine the frequency of this automation. End-to-end management of contacts transitioning from suspects to prospects to clients. From September 2014, if you upgrade to CCH CRM Business, you will be able to see fees by assignment within CCH CRM. This will enable you to identify and market to clients who are not yet taking all the relevant services that you offer.

4 Integrated CCH Central and CCH CRM Frequently Asked Questions 1. What are the stages of integration delivery? What do I get at each stage and when will they be available? Our integration plans are designed to maintain CCH Central as your practice s master database while allowing CCH CRM to use the rich data that CCH Central already contains. The integration plan on page 3 of this document sets out the key stages of integration through 2014, describing what will be available and when. 2. Who is doing the integration and supporting the integration? CCH Software are developing the integration in conjunction with Workbooks the CRM vendor who power CCH CRM. This integration will be supported by both firms as part of their partnership, ensuring that the integration remains robust as CCH Central and CCH CRM continue to be developed 3. Is there any extra cost to me as a customer to have the integration? No, when you invest in CCH CRM, there is no additional cost for the basic integration functionality if you already have CCH Central. If your practice is looking for data integration beyond that of the basic client and contact data of:- Contact/client data (name/address/ /phone/mobile) Extra fields Associated contacts Ownership this additional request will be chargeable and should be discussed with your account manager. 4. Will I be able to update a client data record in CCH CRM and/or CCH Central and it will update the other? You will always update your client data in CCH Central, as you do now. This ensures data integrity is maintained for your practice s compliance and management needs as well as retaining the familiar CCH Central interface 5. Is there any limitation on which fields will be available to CCH CRM and kept updated? Yes the following fields will be made available to CCH CRM Contact/client data (name/address/ /phone/mobile) Extra fields Associated contacts Ownership

5 6. What data mining will I be able to do on my existing client database? From the end of September 2014 you will be able to identify a subset of your client base (for example, all clients with overseas property income over 50,000) that you want to contact on a particular topic, then use CCH CRM to deliver that communication 7. How do I identify opportunities for selling additional services to my clients? From September 2014, if you upgrade to CCH CRM Business (an enhanced version of CCH CRM), you will also be able to access billing by assignment data from CCH Practice Management in CCH CRM enabling you to identify and market to clients who are not taking all the services from you which may be relevant to them. 8. If I want to use CCH CRM Business do I have to buy licences for all users? No, you only need CCH CRM Business licences for those users who require access to the client billing information. Users who do not need these capabilities can work with standard CCH CRM licences. 9. Will I be able to access CCH CRM directly through CCH Central or will it be a separate login? From the end of September 2014, you will be able to access CCH CRM through CCH Central from your normal login, subject to appropriate licencing. Prior to this date your users will require a separate login to the CCH CRM system. 10. Where is there overlap if any in functionality? If there is overlap, when is it appropriate to use CCH Central or CCH CRM? CCH Central has for many years offered a number of features designed to help you manage clients and contacts in the practice, including the underlying rich relationship database, the ability to mail merge and send s in bulk as well as core reporting capabilities which support them. These reporting capabilities will continue to be key in mining your data for specific criteria, particularly in terms of client compliance or billing data. CCH CRM shares a number of features with CCH Central, but by virtue of the integration, we have ensured that you will continue to work with CCH Central to maintain your practice database. However, CCH CRM will offer more comprehensive marketing tools to support your marketing campaigns as well as offering reporting on marketing activities which will not feature in CCH Central. In general if the activity is a marketing activity relating to prospect clients and lead management or a marketing activity to prospect or existing clients, then we would recommend that you use the CCH CRM features, whereas if you are performing a non-marketing activity it is likely this will be undertaken in CCH Central as before. 11. Is CCH CRM a replacement for CCH Campaign Management? CCH Campaign Management historically has focused on event management and doesn t deliver the comprehensive set of marketing features that CCH CRM can offer as a solution. CCH CRM delivers all the event management functionality that CCH Campaign Management provides and more. We currently have no plans to retire CCH Campaign Management, but many practices have already indicated that CCH CRM provides the more comprehensive solution they are seeking to help their practices grow. To that end we would recommend you contact your account manager to discuss the migration options available to upgrade from CCH Campaign Management to CCH CRM.

6 12. Should I just use CCH CRM for my marketing team or who should have licences? We recommend that CCH CRM be used across your whole practice not just your marketing team. Practices which are growing strongly have engaged all their professional teams in promoting the practice and see CCH CRM as a tool to help those teams monitor and manage those efforts. These are a few of the benefits of providing access to CCH CRM for your professional teams too which have been identified as helping create greater focus on practice growth: Visibility of opportunities with existing clients this empowers your staff to help turn those opportunities to new business. It also enables the entire client service team to focus on the client s needs and ensure they feel valued. Create a competitive edge greater visibility of success in winning new business creates competitiveness among client teams to help you build the business. Visibility of the prospect pipeline enables all practice staff to participate in identifying opportunities to build relationships, such as personal connections with prospects and so on. Visibility of activity follow up much business development fails because of a lack of systematised approach to follow up. With a formalised follow up approach, managed with tools created for that purpose, your marketing effort can be more targeted and orderly. This is likely to save considerable time and will be more successful. Visibility of the stages before business is won CCH CRM will enable you to establish the amount of activity needed to turn the prospect to a client, and what creates success. In many practices this activity is not being given the priority it needs and having a clear view of this information will highlight the importance of the activity needed in order to win the business. Opportunity capture in many practices when opportunities are identified they are not captured centrally, nor followed up for lack of an easy to access and use system. If all staff have access to CCH CRM they can all play a part in identifying opportunities and updating progress as those prospects are pursued. This in turn will enable the practice to have a much clearer picture of the new business pipeline. Easier marketing and event management giving partners the visibility and online access to see what has been sent to whom and when and also to determine quickly who gets invited to events or is sent relevant information will aid the communication and efficiency not only with prospective and existing clients, but also between the marketing team and the partners. 13. Who do I call for support on CCH CRM? From 1 April 2014, please contact the CCH Software support team in the usual way 14. Will relationships I record in CCH CRM between people and organisations be mapped into CCH Central relationships? Where data relating to those people and organisations is held in CCH Central, any changes need to be made in CCH Central. The integration will ensure those relationships are updated in CCH CRM. 15. How will the integration software work? Will I need to install anything anywhere else? Once your firm has been licensed for CCH CRM you will be able to download and install the integration software using the CCH Central Suite Installer.

7 16. Do I need to wait until the integration software is available to use CCH CRM No, you can use CCH CRM with CCH Central now and start getting immediate benefit from improved campaigns, lead management and improved ratios of services to both existing and new clients. As we already have the first level of data integration available, you have the facility to simply create an export file out of CCH Central and using the import wizard in CCH CRM import this data directly into CCH CRM. This process is straightforward, secure and will allow you to have synchronised client and contact data records now between CCH Central and CCH CRM. The main point to note is that this is currently a manual process. 17. What happens if someone updates an address in both systems at the same time? This will not be possible. CCH Central will be your master database. Where contact data is held both in CCH Central and CCH CRM, that data will only be able to be updated in CCH Central. If you have suspect data (eg from a bought in marketing list) this data may be added directly into CCH CRM. However please note that there will be no facility to transition suspect data to clients (to create a client record in CCH Central from data which started in CCH CRM) until September What does the implementation process involve? Stage 1 Kick off and Planning Stage 2 Requirements Gathering Stage 3 Design and Configuration As part of the setup of CCH CRM your CCH consultant will create an initial export from CCH Central and will populate CCH CRM with your core client contact records. The data which will be populated into CCH CRM will be as follows: Contact/client data (key fields such as name/address/ /phone/mobile) Extra fields (as agreed with your CCH Consultant) Associated contacts Ownership It has been identified that depending on how your practice is using Extra Fields will determine which fields you consider to be useful for marketing purposes. For this reason as part of your initial export / import exercise, your CCH consultant will look to you to identify which Extra Fields you would like to incorporate into CCH CRM. Depending when the setup takes place in 2014, will determine whether there is manual update process that needs to be applied by you to ensure your data is also in sync (determined by whether the automated integration features are available). Therefore, as part of the setup your CCH consultant will also then take you through how the data integration works and will instruct you on any manual update functionality needed to keep your data up to date and in sync across CCH Central and CCH CRM. When the automated data integration feature is applied between CCH Central and CCH CRM in September 2014, you will no longer be required to perform any manual processes to update CCH CRM with data from CCH Central. The full workflow process management from suspect to prospect to client will not be available until September 2014.

8 Want to know more? For more information about CCH CRM or any of the other Wolters Kluwer products and services: Call: Visit: Wolters Kluwer (UK) Limited. Registered in England and Wales, No Registered Office: 145 London Road, Kingston upon Thames KT2 6SR, United Kingdom. Wolters Kluwer (UK) Ltd is authorised and regulated by the Financial Conduct Authority.