Technology

First-rate technology equals growth

Robyn Peat, managing partner at land, property and business consultancy George F. White, explains why technology underpins greater communication and facilitates a better client service

Across any sector, communication is absolutely critical. Without effective communication, businesses cannot provide good customer service or, on the other hand, be good employers to their people.

Company-wide technology and associated systems therefore need to operate efficiently and provide a level of support so that employees can do their job and do it well.
The speciality of many businesses, for example, like George F. White, is focused on being able to provide detailed knowledge and help to educate clients because of in-depth understanding of the market, industry issues and specialist know-how. This, of course, is completely derived from the people who work across the business but we need to support them effectively. How do we do this? By giving the right technology tools to the team. This enables the business to give the best guidance and support it can to clients.
Great communication and great technology go hand-in-hand. This is why we have invested heavily in our infrastructure to ensure our people work across sophisticated systems, software and standard operating practices, which means that the team can manage clients effectively and efficiently. Our central database, for example, acts as our main operating tool for all activities, from diary schedules and finance to management and compliance.
I believe such support services are crucial to the foundation of the business and they are as important to the business’s ability to operate profitably as its people. This is why we consistently update the technology we use to improve business processes, providing a better service for our clients and, in turn, having a positive impact on the business.
For example, technology has been essential to how our accounts system works. In the past, the accounts department would have been viewed as having a full-time job filing paper but now document management technologies are reducing the amount of manual filing that we do. The resulting increased speed to deliver paperwork such as invoices has improved cash flow and client service. This improved efficiency also creates a positive brand experience, increasing customer loyalty and the lifetime value of the client to the business.
The improvements to cash flow also allow SMEs to re-invest money into the business quicker, allowing companies like ours to continue to grow the business and its people.
Having our own IT department also plays a key part in ensuring we are using the best technology and systems available as our systems manager is able to implement new resources where he feels they are required. This can be anything from the team being able to remotely access central systems while working from home or at an event easily and securely, to ensuring our websites work effectively in handling and answering queries or questions from prospective clients and associates.
Communication is undoubtedly the key facilitator in doing business and to do this effectively, technology must play a vital part, whatever sector you work within. Making technology your friend and not your foe can enable greater productivity, helping businesses to provide better client communication and therefore service.

www.georgefwhite.co.uk

@GeorgeFWhite

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