Case Study
Making sure your CRM system does what it says on the tin.
When properly implemented, the CRM (Customer Relationship Management) system can be a real game-changer for your business; a catalyst for better ways of working, driving sales, and transforming customer relationships.
CRM represents a bold investment for your business – but when it’s properly deployed it has huge potential, offering better coordination of the talent, tools, and technologies at your disposal. This in turn can generate new leads and improve interactions with existing and prospective customers alike.
As one of our clients found out, when CRM has not been effectively deployed – and bought into at every level throughout an organisation – your businesses may find the experience frustrating.
Our client, a leading B2B database marketing company with 30 years’ experience, has a vision to deliver ever more innovative data products and services for their own clients. But their enthusiasm about CRM quickly turned to anxiety. They became concerned about inconsistent sales processes, while customer satisfaction began to suffer.
The Clarasys Healthcheck is a support package tailor-made to the needs of each individual business we work with.
The Healthcheck package we offer varies depending on the size and exact requirements of your company. Each Healthcheck is tailored in this way to ensure that it accurately captures your company and user needs, as well as correct business processes.
It’s geared towards enabling you to match the capabilities of your CRM system to your business expectations and to identify where the current system is not being used at full capacity.
We began our Healthcheck by opening discussions with managers and day to day users of the system, to identify where the issues lay, and to capture the essence of the business, as well as user needs and correct business processes.
Armed with this knowledge, we moved to phase two – a series of practical workshops in which we observed and advised the sales team, taking them step by step through the practicalities of the system, searching for weaknesses, recognising strengths, and mapping out solutions.
We discovered that our client was suffering from a lack of consistency in its application of the software. There was no single way of adding new leads and a lack of clear guidance on how to pursue them further.
We presented live demonstrations to show what the system could achieve when used correctly and made detailed recommendations – including customisations to the home page, layouts and email templates, as well as the removal of redundant fields – to make the business of selling more robust, more straight-forward, and more profitable for everyone.
