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Trovus partners with LexisNexis® to enable professional services firms to build stronger client relationships
Close integration of website visitor profiles with CRM records helps professional services companies to better understand the needs of existing and new clients
Trovus, a specialist in providing companies with actionable intelligence based on building profiles of companies visiting their website, has announced a new partnership with InterAction®, to help professional services companies build stronger client relationships and to better understand the needs of existing and new clients.
InterAction, the award-winning customer relationship management (CRM) system from LexisNexis, is designed for professional services organisations. The integration of the two systems will allow customers to match Trovus's rich data around profiles of companies visiting a company's website with customer records held in the InterAction system, helping them to build a deeper, more complete picture of the companies that visit their website and the relationship history that lies behind these visits.
Leading UK law firm Morgan Cole is among the first to benefit from the integration of Trovus with InterAction. The firm first trialed the Trovus solution in February 2009, in order to analyse visits to a micro site it had established relating to Data Protection Act training. Based on the success of this pilot project, Morgan Cole subsequently made the decision to roll-out Trovus across its entire website operations.
Using the integrated systems, the firm's Business Development staff can quickly establish the current status of their relationship with an organisation identified by Trovus. In this way, they can tell whether an organisation visiting its website is an existing client, a prospect or a campaign target, and helps the team to determine the most appropriate course of action.
Additionally, from within InterAction, those with access to Trovus can link through to the solution to determine the frequency and pattern of recent website visits. This is particularly useful when the organisation's relationship with a firm is being managed closely by the Business Development team.
"We know which companies visit the Morgan Cole website, what the firm's relationship history with these visitors is, and from this, we can decide what kind of follow-up is required. The integration of Trovus with our InterAction CRM system has helped us to refine how we engage with existing and new clients, so that each conversation we have with them is of maximum mutual benefit," says Ian Emery, Business Development Manager at Morgan Cole.
In this way, professional services companies are able to immediately initiate more meaningful, context-driven interactions with organisations that have already expressed an interest in their firm by visiting its website, explained Caspar Craven, Co-founder and Director of Trovus: "The combination of data sets from Trovus and Interaction will enable users to better understand the needs, interests and motivations of existing and new clients. We are delighted to be partnering with LexisNexis in order to deliver greater levels of actionable intelligence to InterAction users."
This kind of insight has never been more important to firms set on establishing a clear competitive advantage continues Caspar "For today's professional services organisations, effective business development is about spotting opportunities to build deeper, stronger relationships with clients. Getting the most from every engagement is paramount, which is why it's vital to capture rich data about contacts and companies at every customer touch point, including the corporate website - the modern firm's storefront to the world."
