Prudential uses Goldmine sales management software to boost market share

One of SA`s top 10 financial services companies, Prudential Portfolio Managers, will use the GoldMine sales and marketing management software solution from FrontRange to streamline its approach to distribution network.

Hamilton van Breda, Prudential Portfolio Managers head of sales and distribution for the retail division, says GoldMine enhances Prudential`s sales capabilities on three fronts: "It`s a superbly flexible contact database, allowing us to profile our clients the way we choose to. It also gives us a single point of access to all our contacts, whether by phone, e-mail or hard copy. So, consultants don`t have to open different applications and folders to see a contact history or to add contact details.

"In addition, it gives me the facility of being able to see, at a glance, and in real-time, what the consultants have been doing and to extract reports and activity trends very easily.

"Also, it enables me to target and personalise client communications very accurately. If I have a guest speaker, for instance, who would be of interest to multi-managers in Cape Town, or I have a product that is of interest only to high-worth clients, I can compile and send them the relevant information in less than five minutes.

"GoldMine offers me an unprecedented level of easy access to and control of my sales team and creates opportunities I`ve not had before for building and maintaining client loyalty."

Tracey Newman, MD of FrontRange SA, says the beauty of GoldMine lies in its ability to provide a single snapshot of a company`s client base, and to use that information intelligently to grow the business.

"The real benefit is having a powerful, functioning CRM system that works seamlessly and that takes very little administration time to keep it working correctly."

GoldMine was implemented for Prudential Portfolio Managers by FrontRange Cape Town Solution Partner, e2e.

e2e`s David Lees says GoldMine is competitively priced, considering its extensive functionality and user-friendliness. "Also, it`s very appealing because it can be up and running in days and the customer can reconfigure it easily without external help."

"We`ll only be able to measure results in the next six months, as the process of uploading historical data is still in its early stages and our consultants must still get comfortable with recording all their client interactions on the system," says Prudential Portfolio Managers head of operations and finance for the Retail division, Craig Mockford.

"But we are confident that the exceptional ability GoldMine gives us to easily formalise our sales, distribution and marketing processes and to plan client contacts will enable us to address the market both more systematically and proactively.

"It`s up to us and our consultants to use the system to maximum effect," stressed Mockford.

Lees believes that Prudential management`s clear commitment to the GoldMine system will ensure its success. "Mockford and Van Breda understand the solution`s full potential and they will drive ideal results from it."