The Next Level of CRM?
Updated · Jun 21, 2001
Application provider to professional firms,
Interface Software has brought another dimension to the customer relationship management (CRM) landscape — Relationship Intelligence. Unlike traditional CRM, which often captures disparate information, relationship intelligence focuses on transforming a firm’s internal information into competitive intelligence that becomes a business advantage.
Interface’s InterAction software platform creates Relationship Intelligence from information about people, companies, relationships, experience, and expertise, using four processes:
- Relationship Discovery — this component aggregates disparate legacy information and brings it into InterAction’s centralized knowledge base, discovering critical relationships. As a result of the Relationship Discovery process, professionals derive immediate value from the system by being able to access critical relationship content such as who knows whom, who knows what, and who knows how – even before they’ve contributed any information into the system.
- Relationship Management — this process simplifies the central storage, management and access of competitive intelligence. As a result, the system presents a complete, 360-degree view of the client that can be harnessed for client profiling, skills and experience tracking, deal profiling, conflicts checking and a host of other purposes.
- Marketing Automation — this feature empowers in-house marketing teams to harness their Relationship Intelligence for planning, managing and executing strategic marketing campaigns across all client touch points.
- Knowledge Delivery — Once discovered, aggregated and managed, Relationship Intelligence is then delivered via InterAction’s XML-based application server to professionals on their platform of choice including the Internet, intranets, portals, and wireless devices.
Nathan Fineberg, Interface Software’s president, says that InterAction now offers a value proposition that no other system can match. “By aggregating, managing and delivering Relationship Intelligence directly to professionals, Interface Software has pioneered a unique approach to professional services CRM. Our innovative process harnesses a firm’s intangible information assets — relationship capital and human capital — and transforms these assets into competitive intelligence. For the first time, professionals have a centralized database of institutional knowledge that they can easily access and use to generate new revenues, increase profits and reduce client defections.”