Alcumus had been making use of the Microsoft Dynamics for a number of years. It had become clear that the tool was not delivering the value required to support the business.
In order to remedy this, a project was initiated to review and refresh the way that CRM was configured and used. Since then, the Santia acquisition has put a completely different focus in play, and with the disparate and inconsistent use of CRM systems in that newly acquired business, it was clear that a broader project was required to incorporate a group-wide (Alcumus + Santia) CRM system.
In order to deliver a business-driven (rather than a system-driven) change exercise, we took the following steps:
The Dynamics setup was via GCC, Alcumus' technology support partner. GCC, in turn, was using a 3rd party to host the CRM service. GCC was not sufficiently knowledgeable of MS Dynamics CRM to support this project. The 3rd party hosting provider was small and potentially at risk due to Microsoft's direction to invest in their own hosted service.
In addition to these points, Alcumus as an organisation operated an old version of Dynamics CRM which limited functionality and upgrades to the latest advances. The current CRM was not available to handheld devices.
Objectives were:Alcumus faced a significant challenge in coordinating within account management and crossed selling activities due to not having the visibility of what an account is doing with Alcumus across the multiple service line offers, thus missing out on opportunities.
This had also become evident from the management team that the team were not communicating effectively to provide the optimum service to their customers – this lead to a risk of damaging Alcumus' credibility with their customers, which would affect the organisation's ability to move up to higher-level decision-makers.
Objective was:Measuring the pipeline in a useful way for up the line and down the line reporting is currently time-consuming and manual. Relevant reports for investors will be different from those required for sales teams.
Objective was:Measuring the performance of the numerous and varied marketing/lead/prospect generating campaigns is currently manual and difficult to maintain in the enlarged Alcumus Group.
Objective was:Experience an end to end service that can move seamlessly between marketing, support, sales and account manager.
DNA consultants ran a consultancy workshop with all locations, including HQ, to understand and outline the process and pain points. This resulted in a solution whereby we streamlined their entire process by deploying a central CRM platform (cloud version), enabling all individual locations to connect. This architecture had scalability, where an additional location can be connected to the central CRM platform relatively easily. Furthermore, this new solution enabled the senior management team board members to gain access to reports organisation-wide (as opposed to location-based) with a click of a button. The CRM system was integrated with click-dimension (which is a marketing 3rd party marketing system) AX (the accounting system) and Sharepoint (the document management system) to intelligently automate and seamlessly enable flow, minimising administration efforts. [Platforms integrated: Microsoft Dynamics CRM, AX, Click-Dimension, Sharepoint]
Alcumus had been making use of the Microsoft Dynamics for a number of years. It had become clear that the tool was not delivering the value required to support the business.
In order to remedy this, a project was initiated to review and refresh the way that CRM was configured and used. Since then, the Santia acquisition has put a completely different focus in play, and with the disparate and inconsistent use of CRM systems in that newly acquired business, it was clear that a broader project was required to incorporate a group-wide (Alcumus + Santia) CRM system.
In order to deliver a business-driven (rather than a system-driven) change exercise, we took the following steps:
The Dynamics setup was via GCC, Alcumus' technology support partner. GCC, in turn, was using a 3rd party to host the CRM service. GCC was not sufficiently knowledgeable of MS Dynamics CRM to support this project. The 3rd party hosting provider was small and potentially at risk due to Microsoft's direction to invest in their own hosted service.
In addition to these points, Alcumus as an organisation operated an old version of Dynamics CRM which limited functionality and upgrades to the latest advances. The current CRM was not available to handheld devices.
Objectives were:Alcumus faced a significant challenge in coordinating within account management and crossed selling activities due to not having the visibility of what an account is doing with Alcumus across the multiple service line offers, thus missing out on opportunities.
This had also become evident from the management team that the team were not communicating effectively to provide the optimum service to their customers – this lead to a risk of damaging Alcumus' credibility with their customers, which would affect the organisation's ability to move up to higher-level decision-makers.
Objective was:Measuring the pipeline in a useful way for up the line and down the line reporting is currently time-consuming and manual. Relevant reports for investors will be different from those required for sales teams.
Objective was:Measuring the performance of the numerous and varied marketing/lead/prospect generating campaigns is currently manual and difficult to maintain in the enlarged Alcumus Group.
Objective was:Experience an end to end service that can move seamlessly between marketing, support, sales and account manager.
DNA consultants ran a consultancy workshop with all locations, including HQ, to understand and outline the process and pain points. This resulted in a solution whereby we streamlined their entire process by deploying a central CRM platform (cloud version), enabling all individual locations to connect. This architecture had scalability, where an additional location can be connected to the central CRM platform relatively easily. Furthermore, this new solution enabled the senior management team board members to gain access to reports organisation-wide (as opposed to location-based) with a click of a button. The CRM system was integrated with click-dimension (which is a marketing 3rd party marketing system) AX (the accounting system) and Sharepoint (the document management system) to intelligently automate and seamlessly enable flow, minimising administration efforts. [Platforms integrated: Microsoft Dynamics CRM, AX, Click-Dimension, Sharepoint]
Many issues appeared to be directly related to the structure of the data within the core database itself. A full review of the data schema was undertaken with a focus on full lifecycle traceability from a prospect, to qualified lead, to the customer, to returning customer.
Personalisation has become a required and expected feature of an e-business Web system. The presence and quality of funnel personalisation was a key enabler for the project. We used personalisation for advertising, promote products, personalise news feeds, recommend documents, make appropriate advice, and target email.
Analytics was vitally important to managing workflow and measuring sales efficiency. We created a dashboard showing key performance indicators with the ability to cascade to different levels. We also ensured compatibility with all third-party analytics tools.
Campaign Tool should have the ability to Send text-based, Rich text or HTML format mass/blanket email communications with the ability to set delivery logic based on segment defaults or individual exceptions.
Many issues appeared to be directly related to the structure of the data within the core database itself. A full review of the data schema was undertaken with a focus on full lifecycle traceability from a prospect, to qualified lead, to the customer, to returning customer.
Personalisation has become a required and expected feature of an e-business Web system. The presence and quality of funnel personalisation was a key enabler for the project. We used personalisation for advertising, promote products, personalise news feeds, recommend documents, make appropriate advice, and target email.
Analytics was vitally important to managing workflow and measuring sales efficiency. We created a dashboard showing key performance indicators with the ability to cascade to different levels. We also ensured compatibility with all third-party analytics tools.
Campaign Tool should have the ability to Send text-based, Rich text or HTML format mass/blanket email communications with the ability to set delivery logic based on segment defaults or individual exceptions.
DNA Digital Holdings Limited
William Old Centre
Ducks Hill Road
Northwood, HA6 2NP
Telephone: +44 (0)20 8385 5045
Email: [email protected]
DNA Digital Holdings Limited
William Old Centre
Ducks Hill Road
Northwood, HA6 2NP
Telephone: +44 (0)20 8385 5045
Email: [email protected]