In this captivating episode of Bridging the Gap, Matt Reiner delves into the conversation of CRM (Customer Relationship Management) tools with Kate Guillen, an operations and technology expert in the financial advisory sector. Kate’s journey from aspiring whale trainer to tech-savvy specialist forms the backdrop as she shares her insights on revolutionizing CRM usage through her venture, Simplicity Ops.
Together, they uncover the strategic approach to CRM adoption, emphasizing the foundational role of organized data and the progression towards sophisticated automations. As Kate and Matt navigate the complexities of CRM implementation, they address real-world challenges faced by financial advisors, from team adoption hurdles to data consistency issues amid organizational growth. Kate’s advice shines through as she advocates for regular audits, the creation of a data style guide, and the appointment of a CRM champion to drive consistent usage.
Through their discussion, it becomes clear that a well-maintained CRM not only streamlines contact management but also elevates client service models and bolsters operational scalability. This conversation highlights important topics within our industry including the phased CRM strategy, the importance of auditing data, and the standardization of client interaction processes. By embracing these actionable insights, financial advisory firms can transform their operational efficiency and enhance client servicing capabilities, paving the way for sustainable growth and success in the industry.
Timestamps From This Episode
[09:15] CRM implementation requires organizing trustworthy data for adoption. Understanding database organization crucial for effective client management.
[22:42] Firms segment clients based on value to allocate resources effectively and ensure the highest value clients receive personalized attention. They establish scalable processes to maintain quality service across client segments, aiming for a “Ritz Carlton experience” while managing resources efficiently.
[33:00]Carefully plan workflows, anticipate adjustments, and seek feedback to optimize effectiveness.
[34:02] Efficiently testing knowledge through comprehensive workflow optimization.
Subscribe, rate, and review Bridging The Gap here. About the Show
Bridging the Gap is a financial podcast hosted by CEO Matt Reiner focused on bringing together leaders from the finance and the technology industries to focus on innovating the financial services industry.
Host
Matt Reiner, CFA, CFP®
I’ve been fortunate to be around the wealth management business for over 25 years. Along with this, I’m also the CEO of a tech startup. These experiences have given me a bird’s eye view of both the technology and financial services spaces.
Guest
Kate Guillen, FOUNDER, HEAD OF STRATEGY of SIMPLICITY OPS
Kate is a seasoned operations professional with over a decade of experience in the investment management industry. She has a passion for optimizing firms’ systems and technology to deliver excellent client service, support growth and increase profitability.
In 2020 she founded Simplicity Ops with a mission to improve the lives of financial advisors and the teams that support them, by simplifying their systems and standardizing operations.
Kate’s journey in the industry began as a Client Service Associate for a Broker Dealer where she supported a team of financial advisors. Years later she joined an RIA as the Operations Manager, and this is when she really fell in love with the industry.
It was at the RIA that Kate was first introduced to AdvisorTech and given the freedom to solve operational issues with technology. Kate quickly identified the untapped potential of their CRM which was being underutilized as a mere "rolodex." Recognizing the power of leveraging their CRM to its fullest extent, she spent the next several years learning how to utilize the CRM as a true operational hub of their practice.
The successful implementation of the scalable systems inspired Kate to share her knowledge with other advisors who are client service focused but lack the operational systems to manage their relationships efficiently. Today the Simplicity Ops team has partnered with over 50 firms to build out their operational hub. We are deeply dedicated to helping advisors and their teams get the most of out of their technology and have peace of mind that there are operating procedures in place to support their growing businesses and provide excellent client service!
In 2020 she founded Simplicity Ops with a mission to improve the lives of financial advisors and the teams that support them, by simplifying their systems and standardizing operations.
Kate’s journey in the industry began as a Client Service Associate for a Broker Dealer where she supported a team of financial advisors. Years later she joined an RIA as the Operations Manager, and this is when she really fell in love with the industry.
It was at the RIA that Kate was first introduced to AdvisorTech and given the freedom to solve operational issues with technology. Kate quickly identified the untapped potential of their CRM which was being underutilized as a mere "rolodex." Recognizing the power of leveraging their CRM to its fullest extent, she spent the next several years learning how to utilize the CRM as a true operational hub of their practice.
The successful implementation of the scalable systems inspired Kate to share her knowledge with other advisors who are client service focused but lack the operational systems to manage their relationships efficiently. Today the Simplicity Ops team has partnered with over 50 firms to build out their operational hub. We are deeply dedicated to helping advisors and their teams get the most of out of their technology and have peace of mind that there are operating procedures in place to support their growing businesses and provide excellent client service!
