Eileen Murphy on CRM Business Processes and Successful Relationships – MPAF28

It’s so important for successful businesses to manage their interactions with current and future customers.

Customer Relationship Management tools (CRM for short) can make a real difference to this process. But as always there are many systems available.

My guest today specialises not only in helping companies choose a CRM system, but also helps train them so that CRM becomes part of their culture.

Hear how Elieen started Informed Training and has helped many financial advisers embed CRM into their businesses.

Listen to the passion Eileen has for marrying CRM with culture and business processes to create successful and profitable relationships.

Eileen Murphy on CRM Business Processes and Successful Relationships

Who is Eileen Murphy?

Eileen runs Informed Training, which is an Independent provider of Consultancy and CRM Training services working closely with the Financial Services Sector.

They offer Independent practical hands on Consultancy in order to understand businesses. With empathy and understanding, this ensures that training is relevant and ensures companies use their CRM systems more effectively to drive their business forward.

A little known fact about Eileen is that she appeared on stage with the late Roy Castle and Carol Vordeman – and like Roy Castle she believe in “Dedication – That’s What You Need.”

Products mentioned by Eileen:

Eileen’s Contact links:

Eileen’s favourite book:

43 Mistakes Businesses Make and how to avoid them by Duncan Bannatyne.

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Let’s Lift Protection Up Where It Belongs

Music frames most of the events in our lives.

The first single you bought. That song playing when you shared your first intimate kiss? Tracks that motivated you through a challenging part of your life. Tunes that mark the sad passing of a friend or loved one.

Just before Christmas 2014, I read about the sad death of Joe Cocker. In fairness, he wasn’t my favourite artist. I grew up listening more to progressive rock than his style of pop. Recently I’ve grown older on Trance and Dance thanks to my involvement with Les Mills fitness classes.

But one Joe Cocker song still gives me butterflies and can bring a tear to my eye. His duet with Jennifer Warnes, “Up Where We Belong”.

Protection Up Where It Belongs

A teenager in 1982, I first heard the song in the fantastic movie, “An Officer and a Gentleman” starring Richard Gere. Full of teenage angst, I sympathised with Gere’s character, Zack Mayo, trying to find his place in the world and trading kicks with Drill Sergeant Foley.

At the end of the film, he appears at the factory where his girlfriend Paula works. He’s dressed in his crisp, pristine white Navy uniform.

The power chords of the instrumental version of “Up Where We Belong” follow his footsteps as he seeks her out among the machines. And then Joe Cocker starts singing as Gere picks her up and carries her off to a better life.

Yes, it was a cheesy, but emotional scene which still makes me blubber like a child over thirty years on.

The track made such an impression on me that I chose it as the first song my wife and I danced to at our wedding.

When I heard of Joe Cocker’s death, I wanted to listen to “Up Where We Belong” again. I couldn’t find it. I knew I had the “Officer” soundtrack on CD somewhere, but I couldn’t see it anywhere in my boxes. I rifled through a pile of old, neglected 7 inch final singles to no avail. I couldn’t find it on my PC either.

As a last resort I opened the Spotify App on my iPhone and within seconds I was listening to that gravelly voice. My eyes became moist. What a wuss.

The reason for telling this story is I learned a business lesson from Spotify recent, when I interviewed Scottish Widows’ Esther Dijkstra for my podcast.

She used Spotify as an example of how customer’s perceptions change over time. She explained that in the era of vinyl and CDs everyone wanted to own a physical copy of their music.

IPods consigned many CD collections to the rubbish tip as people converted to digital copies. Now they only wished to own an MP3 file.

Spotify has changed things again. Now people don’t need to own the track. They just want to listen to it on demand.

Esther’s story resonated with me because I had only just given in and subscribed to Spotify. I was clinging on to the old way of doing things. Hoarding CDs. Filling my hard drive with MP3 files. I finally realised I didn’t need to that anymore. Now I had instant access to millions of albums.

It’s great fun searching for music that framed so many memories. I found recordings of concerts I’d been to see as a student. I didn’t even know they’d released them.

If you can show someone a better way of doing things, they’ll embrace it with enthusiasm eventually.

Thinking of protection insurance, we haven’t invented a better way of transacting business yet. People still associate protection with scary messages about death, disability and disease, long intrusive application forms, and declined claims. Whilst online processes have improved upon the experience, public perception remains the same.

In our world, we’re still selling vinyl or CDs. We haven’t given consumers a modern alternative. Some are trying. Beagle Street and UnderwriteMe are working on redefining the experience. But we haven’t discovered our Spotify.

Is there a protection Spotify out there waiting to lift protection up where it belongs?

Now it’s your turn:

Will we ever discover a seismic shift in proposition? Please leave a comment below or share a link to your own thoughts.

In the meantime here’s a link to the video of “Up Where We Belong.”

Esther Dijkstra on Scottish Widows Protection and Improving Customer Engagement – MPAF27

Scottish Widows must be one of the most iconic brands in UK financial services.

And after almost a ten-year absence they are about to launch back into the adviser protection space.

My guest today is heading up that relaunch. Whilst she isn’t going to tell you all the secrets of the new proposition she does drop some tantalising hints.

Esther is passionate about customer engagement and share her views on what we as an industry need to do to improve that engagement.

Hear Esther talk about the importance of using emotions rather than statistics to empathise with customers.

Listen how looking at completely different propositions, in this case Spotify, can give you a different perspective on customer engagement.

Esther Dijkstra on Scottish Widows Protection and Improving Customer Engagement

Who is Esther Dijkstra?

After many business leadership and marketing roles at Legal and General, where she led the readiness team for RDR, Esther is now Head of Protection at Scottish Widows. She’s leading the brand’s relaunch back into the adviser protection market.

Outside work Esther regularly rides the Queen’s Horses.

Esther’s Contact links:

Esther’s favourite book:

 The Lord of The Rings by J.R.R. Tolkien.

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