“What gets measured (and incentivised), gets done”
Visioneer360 was born from our efforts as the leadership team to transform our own wealth management and healthcare businesses into organisations that thrived on making decisions well, and that incentivised the right set of activities.
As managers of these businesses we’ve always focussed on defining goals for our organisation and staff, understanding the activities that drive these outcomes and setting relevant KPIs.
The challenge was implementing this process meaningfully meant we needed to consolidate data from our disparate Salesforce CRM, Accounting and Digital platforms – which took considerable time and effort.
The series of intricate, overwhelming, macro-enabled spreadsheets could only be maintained by a small team, was almost immediately out-of-date and if the management team wanted to delve into the root cause of any issue, we needed to recut the data, resulting in additional effort, and a slowing down of our decision making process.
Thus we decided to embark on a data-led transformation that enabled us to use our data as an asset.
Managing performance through data and clear objectives has always been at the heart of our business, but even still, the Business intelligence solutions have not been the only aspect of the business to change. One of the largest impacts has been culturally.
With the implementation of a set of central ‘source of truth’ analytics dashboards, we’ve changed how people conduct meetings, record their activity, review employee performance and make management decisions.
We no longer prepare and email reports ahead of sales and service meetings, we now use the relevant Einstein Analytics dashboard on screen ready with real-time data to analyse and make decisions from. Our sales and compliance staff log activity and outcomes via Salesforce which informs their performance reviews, and the servicing reviews for our clients. Our management meetings focus on the executive dashboard, using pipeline dashboards weighted by probability to give accurate representations of our forecast revenue and expenses.
All of this change aims to make our business more efficient, effective and to take the guesswork out of executive decision making.
Building our in-house capability
Fortunately, an increasingly complex decision was made simple through our existing use of the Salesforce platform as a CRM. We did consider other analytics vendors, however found that the Einstein Analytics platform was the best fit for our business primarily due to it’s predictive analytics capability, it’s intutive user interface, and importantly the suite of training services available through the Trailhead platform.
Through the Trailhead platform and training, we built our in-house capability to the point where we built expertise in-house. While this was a significant investment in our in-house capability – it allowed us to create custom dashboards aligned specifically to the needs of a wealth management business. The hard earned learnings, benchmarks and investment in our expertise through this process became the foundation for Visioneer360 – enabling empowered decision making for organisations.
Return on investment
The transformation of our business has delivered significant returns for our business;
The watershed moment for our business came when our analytics demonstrated that we’d been focusing on the wrong type of lead generation activities, based on a decision made without the right data.
The lead generation of our wealth management business is primarily driven through relevant events for our target client. By tracking the estimated return of each event by location and expense, we were able to optimise our activity to better align to those events that deliver a better return. The return from this decision alone has paid for the platform and our investment, resulting in a doubling of our lead pipeline over two years.
There has been considerable time saved through the move to real-time data in a live dashboard. Meetings are faster and more consistent. Reporting preparation time is reduced and all staff have access in real-time to their key performance metrics.
In a financial services business, the quality and consistency of the services you offer to clients is of utmost importance. Have we delivered all that we said we would? Is our advice appropriate to the age and life stage of the client? As a management team, can we demonstrate that we are managing this relationship to regulators, investors or product providers?
Through our analytics platform, we have found that we can answer ‘Yes’ to all these questions, and importantly, we’ve automated notifications ahead of time in order to ensure that our delivery is consistently above the expectations of our clients.
Our journey is not unique.
The challenge for the remaining 40% of businesses is “How do you expect to succeed and grow, when your competitors have better access and understanding of the data that underpins their success?” We’d love to help you make the same journey we have, and to empower your decision making and business through analytics.
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