February 10, 2016
- Consultant, Strategic Relationships, TD Ameritrade Institutional
Over the past few months, I’ve been consulting with a large RIA firm that transitioned to a new customer relationship management (CRM) system. In an effort to remain neutral, I’ll equate the scenario to “transitioning” from owning and driving a 1997 Honda Civic to a 2015 BMW.
Leadership was ecstatic about all of the efficiencies and process improvements they felt the modern system could bring to their organization. However, they had a big problem. On a recent catch-up call, they told me, “Olivia, we were really excited about the new CRM and it truly has everything we need, we know it does. But, no one wants to use it. My colleague and I are literally going to people’s desks one by one to get them out of their chairs to come to the scheduled technology trainings. What are we doing wrong?” The bottom line: No one wanted to drive the new BMW.