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View from the Top - Part
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PROFILE
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Josien Piek
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Company: ING Investment Management.
Interviewee: Josien Piek.
Job Title: Institutional business
development director for the UK, Finland and Denmark.
The Subject: Asset management
company, ING Investment Management, is using CRM software
to improve the productivity of its European sales staff
in the area of contact management.
PERSONAL FILE
NAME: Josien Piek.
BACKGROUND: Josien is the
director responsible for institutional business development
at ING Investment Management in the UK, Finland and
Denmark. She joined ING IM in 2001 as investment manager
for fixed income credits.
Before that she worked as an investment
manager for NIB Capital, managing the credit portfolio
of the Dutch state pension fund, the ABP. Prior to this
she was a corporate banker with NIB Capital, structuring
and syndicating out senior bank loans.
She obtained her Master’s degree
in Economics from the University of Amsterdam in 1991,
specialising in monetary economics. Her thesis on the
inverted term structure was published.
At the time ING IM was looking for
a new CRM system, Josien was working in the sales management
centre which gives support and assistance to the international
salesforce. She helped procure the iAvenue system and
worked closely with Saratoga staff on the system configuration.
She has now returned to a sales role,
and uses the system she helped to install.
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Q: WHAT BUSINESS DRIVERS LED YOU TO ADOPT
A NEW CRM SOLUTION?
A: At the time, the existing CRM system was not at all flexible
and it wasn’t fun to work with. ‘Fun’ may sound like a strange
word to use, but to do sales well, people have to be motivated
and they have to enjoy what they are doing and the tools they
are using.
Selling is a highly creative process and sales people need
systems that support their creativity, which look and feel
good to use. If a system doesn’t fit the way they work, then
they won’t use it – and this is what was happening with our
old system.
Of course, good sales people will always be successful regardless
of the tools they have at their disposal and ING IM staff
are highly motivated and high achievers. But we were losing
a lot of time searching back in the system to find client
contact information and that information was scattered in
lots of different places – in our mailboxes, on cards, for
example.
We needed a system that was simpler and more intuitive, not
heavy and boring, which would encourage sales staff to input
information into it and to use it. This would enable ING IM
to take sales productivity to new heights and support the
production of management information and reports.
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Conspectus 2006
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Copyright © 2006
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