One of the most important areas of functionality that a CRM system has is in the recording, rec
onciling and reporting of revenue but this has also been a consistent frustration in getting it set up and used correctly. Compound that with its operation taking valuable resource that isn’t client facing and advice firms have a never-ending challenge. As our industry has developed from a transactional model, where income was generally taken up front on an indemnity basis, to one of service with multiple recurring revenue streams, the position has become even more demanding.
Starting with the end in mind, firms are keen to secure accurate management information that can deliver historic analysis, illustrate pipeline activity and forecast what can be expected in the future. Assessing client profitability and adviser productivity, are features of a well-managed business and for a lot of firms, this is either not feasible or the accuracy of the data renders the outputs not fit for purpose.
Many firms have the combination of more sophisticated reporting requirements and more revenue streams. When you add to this the commonplace position of legacy clients with income built up over time or often from one or more acquisitions, there are not many businesses out there that are allocating every penny of income to a client or indeed anywhere near that. Plus, the various methods of statement delivery including paper, CSV and EDI, combine to create a scenario where it is very hard to be sure that all monies due are indeed received.
To succeed in the advice market firms, need to deliver a more compelling client proposition with added client value and deliver in a scalable and effective manner. Strengthening a process like revenue management by partnering with specialists, while at the same time creating capacity to deliver greater levels of client satisfaction has the potential to be a win, win strategy.