eCRM for Investor Relations

Investment practices have changed considerably in recent years. More individuals own stock than ever before and an increasing number of them are comfortable personally investing in diverse markets and companies around the world.

 

As a result, Investor Relations (IR) procedures and methods have also had to adjust. While it may still be feasible for CEOs to personally visit major shareholders, for instance, how does a company cost-effectively communicate with its large audience of smaller investors spread out around the world?

 

The regulations governing investor communication have also become more stringent in recent years and IR professionals face the challenge of meeting these legal obligations and ensuring that sensitive information is received by every stakeholder around the world at the same time.

 

Irrespective of stature, investors all seem to have the same insatiable appetite for information and there are as many unreliable as reliable sources available, so it is essential that IR professionals make sure they are directly satisfying this need and providing their worldwide audience with accurate, up-to-date information.

 

There is also the challenge of identifying the different stakeholders within this large, disparate audience and ensuring they only receive information that is appropriate and relevant to them. IR professionals need to control the communication flow because not every investor will want to know about every portfolio, for example, or wade through the same level of detailed research as certain analysts and fund managers.

 

Yet how can IR professionals meet the varying needs of such large, diverse and demanding international audiences in a logistically and financially feasible manner?

 

One of the most effective ways is to use eCRM.

 

eCRM is intelligent, data-driven marketing in the online environment. The next evolution of conventional CRM (Customer Relationship Management), eCRM enables IR professionals to keep in touch with every shareholder and interested individual on a one-to-one basis, while simultaneously reducing the cost and logistics of IR communications.

 

eCRM’s cost-effectiveness has also ‘levelled the IR playing field’ and made it possible for comparatively small companies to publicise their performance and attract investor interest by communicating their value to large potential audiences.

 

eCRM enables you to profile potential investors, shareholders and other interested parties to find out more about them — what their changing informational needs and preferences are — using registration forms, voluntary surveys, polls etc. Armed with this information, you can: