Challenge

Technically the project, including integration, was straightforward but stakeholder management was challenging.  There were assorted stakeholders involved in the project. The internal stakeholders from Quaero Capital and the external stakeholders, including regulators and clients, had different needs and expectations.

Quaero Capital’s first objective was to maintain a centralized database.  Quaero Capital was already using Salesforce but with limited uptake by users and the solution wasn’t totally in line with the asset management industry.

Quaero Capital was also using Outlook and MS Access with many heavily customized reports as well as MailChimp for marketing to clients.  MS Outlook had to be integrated into Quaero Capital’s new CRM solution and a user friendly and robust mailing solution was needed to allow Quaero to regularly send information to its customers.  Quaero Capital already had good collaboration between its teams, but wanted to improve this and also develop its process coordination even further.

Solution

Initially, Quaero Capital contacted Nexell about assisting them with an internal implementation of a CRM solution and, in spite of initial challenges, thought that Salesforce might still be an option for them. Quaero Capital also took the wise step of checking Nexell’s references and contacted previous Nexell clients as part of its supplier selection process.  During discussions the scope grew and after a thorough needs analysis, as well as customization and development, Nexell was ready to implement Saleforces’s Sales Cloud on behalf of Quaero Capital.

Sales Cloud offers more advanced CRM features and the solution was customized by Nexell to meet the needs of the asset management industry including relationship tracking, portfolio management, positions history etc. Quaero Capital went straight onto the Lightning version of Salesforce and so have been amongst the first in their market to benefit from the new interface and features.

In addition to Salesforce’s Sales Cloud, Quaero Capital are benefitting from Cazoomi connector, a third party solution providing a synchronization link between MailChimp and Salesforce allowing Quaero Capital to segment target audiences easily, without manual intervention.

Market values and portfolio statuses come from a variety of different sources, so Nexell developed a file import feature for Quaero Capital. This enables Quaero Capital to import the data whenever they receive or request them.  This has been one element of delivering Quaero Capital’s target of an improved key account strategy, and is allowing Quaero Capital to differentiate itself in the market.

Data cleansing was carried out by Quaero Capital staff and Duplicate Check, from Saleforce’s AppExchange, is also part of the installed solution and checks for duplicate records before contact data is added to the system to ensure that contact data remains tidy.

The dashboard and reporting solutions presented by Salesforce are critical to Quaero Capital’s business. They provide high level visibility on figures and performance and are already an essential part of Quaero Capital’s business overview and planning.

Result

Many of the staff travel a great deal, so the mobile functionality of Salesforce is a great advantage for users, allowing them to quickly and easily remain securely up to date whenever and wherever they want.  The ease of access and use has been a big part of ensuring broad user uptake.

Data is now centralized and yet vizibility and flexibility across the business has increased bringing with it agility and flexibility for the users and due diligence is now also centralized in the CRM tool.  All of the elements required to support KYC (Know Your Customer/Client) processes have been built in to the solution tailored by Nexell, allowing Quaero Capital’s team, and their client’s, to have confidence in the identity verification and due diligence processes.

The CRM solution from Nexell is ensuring that Quaero Capital’s clients are receiving the same level of expertise as before, but in a more timely and tailored manner.