Global industry leader goes 1-to-1 with new CRM strategy
The Client:
This industry leader was established more than 60 years ago and is now organized as a distributed model with 95 brick-and-mortar operations around the globe as well as a major online presence.
The Challenge:
This company had begun to invest in a number of new technologies in recent years. However, they lacked a clear strategy in the area of CRM. They had four different CRM systems being used by four different departments. This created major challenges for business decision makers trying to gain a 360 degree view of the customer. It also led to multiple difficulties with direct marketing efforts. For example, different locations would sometimes have the same customer stored under different names (e.g., J. Doe and John Doe), resulting in duplicate communications and poor customer experience.
The Strategy:
The client originally contacted us to ask for help in selecting the right CRM solution. They thought they had a technology problem. We quickly discovered that it was really a business alignment problem. Instead of just helping the client choose a CRM system, we worked closely with them to identify stakeholders and needs, define priorities, and standardize terminology. We then provided a read-out and score for each application, addressing qualities such as usability, total cost of ownership, and functional fit assessment.
In the end, we not only helped the client select the optimal CRM solution, but also recommended major business changes, such as shifting to a centralized model instead of a distributed model. We helped the client become more customer-centric, align sales and marketing, and improve the customer experience.
The Works:
As a result of our efforts, the client has effectively transitioned from four disparate CRM systems to one centralized system. The client now has one view of the customer. Customer interaction has changed from a “many-to-one” model to a “one-to-one” model. This reduced the amount of redundant touch points and improved customer satisfaction. It also gave the client significantly enhanced business intelligence. As a company committed to providing great customer experiences, they were now even better equipped to deliver on that promise.
What about you?
How successful is your customer relationship management? When CRM solutions fail to live up to expectations, the problem is usually a business, process, or people problem – not just a technology issue. At Jabian, we not only make sure you have the right solution, but we help you make the business changes needed to maximize its potential. It’s a strategy that works.
To learn more, contact us today. 1-866-553-7069.
