Implementation of CRM Workflow Process Improvement & Expansion

Now that DEAN Financial has implemented a new CRM system, we need to fully utilize its tools to mine data and make better use of our existing client and prospect base. This project proposes that the co-op student assist in data mining our CRM, which currently holds approximately 1,200 clients and over 1,900 prospects. The student will start by learning about the business, financial products, and how to use our systems, including the CRM. As they get comfortable, they’ll take on more advanced tasks, helping with back-office procedures and gaining a better understanding of both admin and advisor roles. A key part of their work will involve researching and gathering missing client and prospect information, organizing it in Excel, and preparing it for upload into the CRM. Working with the Bluroot Support team, the student will help update client data and identify trends or gaps that could reveal new business opportunities. With cleaner, more complete data, the student will assist in targeting specific client segments with tailored marketing campaigns. They’ll help research insurance and investment products and create clear, effective email and text templates to promote these offerings. The goal is to streamline the process from client interest to completed sales, improving both outreach and operational efficiency.

Faculty Supervisor:

Kennedy Farnell;April Coe

Student:

Partner:

DEAN Financial Ltd.

Discipline:

Business

Sector:

Finance and Insurance

University:

Northern Alberta Institute of Technology

Program: