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This case study deals with ScotiaMcLeod, the investment arm of Scotiabank, which upgraded to a CRM solution and eventually was able to increase the value of relationships for its financial service firm. The company understands that financial service is a complex and competitive industry where it is difficult to maintain customer royalty. They therefore deployed the Maximizer Enterprise that worked well and the company started to consider other processes to automate systems and deliver service to the customers. Financial advisors of ScotiaMcLeod specialize in providing financial solutions for individuals and small business customers. They offer planning of trusts, estate planning, borrowing and banking services. The company has more than 800 financial advisors working in 84 branches across the country. The company believes that the financial services sector is driven by its customers and it is important to keep them happy. It was a good idea to have a solution that could turn every customer interaction into an opportunity and so a customer relationship management (CRM) system was help if it could promote a professional image and customer-oriented business philosophy. They needed an effective CRM solution to keep existing clients happy, while building a new customer base. Therefore, the Maximizer Enterprise 8 CRM system was brought in by the company and customized according to their needs. Because the ScotiaMcLeod team had already used Maximizer, they knew the look and feel and were able to implement it successfully.
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