Symphony APS: How relationship intelligence gives perspective to complex networks
With remote working the norm and with digital transformation accelerating exponentially, let’s be clear about one thing, the value we place on data by no means negates the importance of key relationships held within your firm. Connections with clients is still the most valuable asset in your data.
We’ve often spoken about relationships being critical to the success of digital transformation. But, success is hinged on the need for visibility and transparency of how key relationships are working within your firm.
Relationships are at the heart of your data and understanding what is happening with these complex connections will hand you the golden ticket to client retention and winning new work.
To gain a clear understanding of this maze of relationships, you need to gain some perspective. So, how can this be achieved?
Getting data perspective
The relationship between certain data points is what creates perspective. When we refer to ‘relationship intelligence’ it’s with reference to people relationships, and this is what puts a complex human network into perspective.
Being able to understand weaknesses in communication can ensure you do not let a relationship slip or be lost to a competitor. Perhaps a client has moved organisations or departments. The data linking these relationships will give insight into who is the best person to pick up communication with.
Relationship intelligence insight will support your firm’s business development objectives, client retention and strategic goals. It does this by highlighting the strengths and weaknesses in this intricate network that would otherwise go undetected.
By leveraging existing data held within your firm, you can understand who the right people are within the firm and client side. It enables you to open up new topics of discussion to improve the client experience and nurture and enhance your existing client relationships.
Relationship intelligence of existing data can allow you to identify cross-servicing opportunities and monitor relationships across groups. You can continue to build strong connections with the right clients and referrers. Cross-servicing not only provides the opportunity to increase firm revenue and develop new practice areas, but it can protect a client from being lost to a competing firm who manages to cross sell their services sooner.
Creating perspective between communication platforms
Track the recency and frequency of emails and meeting connections between your firm and external organisations or contacts by synchronising your exchange or 365 communication platform.
A simple, quick and remote installation of software like Client Sense provides your firm with meaningful, and accurate analytical results. Intelligent enough to dismiss internal communications and unlike a CRM system, Client Sense requires no data input from you, or your partners.
Developed to manage, protect and grow the relationships that drive revenue, Client Sense has relationship intelligence at its core.
Gaining insight into weakening client communications enables you to act swiftly and improve client retention. The real-time analytics means it’s easy to handover a retiring or leaving partner’s key accounts. You will see which other key employees already have a relationship with the client.
For unresponsive clients and where your key client contact may have left, Client Sense has a connection to LinkedIn profiles so you can spot if this person has moved and to where. Maybe even creating another opportunity for your firm.
The ability to cross reference inbound enquiries and marketing responses makes it easy to see if your firm has spoken to a prospect before and who had the relationship previously.
Collaboration for successful relationship intelligence
We’ve highlighted just some of the key benefits of using relationship intelligence to traverse the complexities of human connections within any professional services firms.
With digital transformation accelerated, the choice of content analysed will only broaden further. As the recent Gartner survey revealed that by 2025 more than three-quarters of Fortune 500 companies will be using ‘X-Analytics’ – other content analytics such as AI for video, audio, text and emotion to influence innovation and transformation.
Prepare now for the continued and rapid growth of digital within professional services firms. Collaborate with specialised suppliers to help you gain perspective of the relationships within your firm.
