Published | August 14, 2017

CRM Adoption Starts with Integration

CRM Adoption Starts with Integration

It begins with integration

For a person to use something, they almost always have to believe they have something to gain. For a CRM system, that means that a person should get more information out than they put in. After all, if all you have access to is the information you entered, what’s the point?

It is for this reason that the founders of NexJ adopted the motto “make people net receivers of information” back in the 1990’s at our first company, Janna Systems. Janna, a leading provider of CRM to the financial services industry, was acquired by Siebel Systems for a Canadian record valuation at the height of the tech boom in the year 2000.

In fact, it is the expertise gained in our predecessor company coupled with the freedom of not having released a new product or support legacy software as we designed the new platform that enabled us to create the leading CRM for financial services.

Our history of delivering solutions to the largest and most complex environments informed our enterprise first architecture that focuses on integration. Customer data does not reside in one place and, for optimal benefit and to satisfy compliance requirements, it should not be moved into one place. That is why our system is able to virtualize vast amounts of information from a large number of varied sources. The data can stay in the source systems and be fully accessed by users of our applications.

For instance, with NexJ CRM, a financial advisor can run a federated search to determine who they want to invite to a seminar they are planning. To compile the list of invitees for the event the query could include profile information; such as name, address, and interests; interaction history comprising email exchanges, call notes, or web hits; and transactional information like recent equity purchases, asset diversification, and cash on hand.

The information required to build the list would reside in several back-office systems but with NexJ it is as though it is a single system. There is no toggling between screens through links that browse across web pages like many loosely coupled systems.

Having the ability to present this information to the user ensures they have access to more information from across the enterprise than they enter into the system. By definition, this makes the user a net receiver of information and greatly increases the likelihood that they will use the system. This is one example and I could share dozens more, however, the vision for why integration should be the top priority, particularly as user experience becomes increasingly important, is plain to see.

NexJ is continuously innovating on the concept of making people net receivers of information and recently introduced a new product, NexJ Customer Data Analytics and Intelligence (CDAi), to advance the strategy.

CDAi is an exciting strategic initiative and I look forward to sharing more about it in an upcoming blog.

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Author: Matthew Bogart

Vice President, Marketing

Matthew is responsible for building awareness for NexJ and demand for its solutions. He regularly engages with analysts, key industry stakeholders, and thought leaders to stay abreast of technology innovation and financial services industry trends and challenges.

Matthew will be sharing his insight and perspective on the enterprise customer management market and the issues affecting the financial services industry today in regular contributions to the NexJ blog. He encourages readers to take part in the conversation or reach out to him directly with their observations on market trends and issues.

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