Short Message Service (SMS)

RTR Goes to the ‘Max’

By Brendan B. Read,
Senior Contributing Editor

Business is about change. When businesses change, their systems and technologies – such as CRM software – often need to change with them to meet new circumstances and take advantage of fresh opportunities.

RTR Advisory Group designs, implements and manages financial plans for high-net worth incorporated professionals, small business owners and retirees. The company, based in Edmonton, Alberta, Canada, has a team of seven mobile sales people plus administrative staff who support more than 3,000 clients.

RTR was formed in 2005 by four individual London Life advisors to establish its own identity with its clients and to expand its product and service offerings. Going on its own though meant that it needed a new CRM application tailored to its needs, plus an IT system for the new solution to sit on.

The advisors were using a London Life proprietary system, which is still available to their company as London Life licensees. However, the system cannot integrate different products or allow RTR to work with the clients as a team. While RTR still carries London Life products and funds through Quadrus Investment Services, it also offers a wide variety of products and services from over 15 other suppliers.

“We needed a new, team-oriented client management system that would enable us to collaboratively provide accurate and timely service to our clients,” explains Doug Roche, managing partner of RTR. “Additionally, because we are a service-oriented firm, we visit our clients at their locations rather than having them come to us.”

After evaluations with three CRM solutions including Maximizer Software (www.maximizer.com), RTR felt Maximizer
was the best fit.

“Maximizer Software was designed specifically with businesses like ours – SMBs – in mind, so the product’s features align with our key priorities and bring immediate value to our business,” says Roche. “It offers a one-stop client relationship and information filing system for all transactional instructions, enabling us to stay on track with compliance
and auditing – a major issue in the financial services industry. It gives the entire staff the ability to deepen client relationships by going beyond the business conversation and allowing us to track personal details like a favorite restaurant or kids’ names for reference in future conversations.”

RTR contracted with Cencomp Systems Solutions in January 2006 to install Maximizer CRM, Version 8, integrated with a new IT system; both went live by Feb. 15. Cencomp also trained RTR’s staff over six months beginning in late January with the first month being a boot camp with intensive sessions to get everyone up and running at a basic level to use the system when cutover was complete. Staff then received monthly training to enhance individual competencies
with the new system.

“The results obtained since then more than met our goals,” says Roche, “with a comprehensive CRM system that gives
us a competitive advantage in staying connected with and updating our client information regardless of our location
during any given day.”

In 2009, RTR implemented Maximizer Mobile CRM for BlackBerry (News - Alert); at the same time it also upgraded to the latest version of Maximizer CRM, Version 10.5. The firm realized that once it had Maximizer CRM running on it desktops that it needed take the CRM system to the mobile level to access the latest client information and log relevant notes, while engaged in, or right after, on-site client meetings.

“Prior to implementing Maximizer Mobile CRM, our staff had to wait until they returned to the office to synchronize their BlackBerry data with Maximizer CRM,” says Roche. “The seamless integration we now have from
the mobile experience to the desktop makes teamwork possible no matter where we are.”

Further enhancements are in the works. For instance, RTR plans to use the marketing and customer service modules built into Maximizer CRM.

“For example, using the customer service module, we can see all open requests and be assured when they are closed that nothing has slipped through the cracks,” explains Roche. “It’s just another level of insurance and confidence we can offer our clients in utilizing our services.”

CIS Magazine Table of Contents