Fine Wines and Spirits Merchant
CRM Assess, Select, and Deliver
Challenge
As part of a focused effort to improve customer technology across the organisation, our client had identified replacement of an old and unsuitable sales and service CRM as a key area for change, alongside eCommerce and some smaller point solutions such as preference and permissions management.
Having attempted CRM a number of times in the past and struggled to find the right partner to help them realise value, it was vital that this project maintained a high level of buy in from all user groups and the exec, through significant user input and ownership and transparent reporting.
Solution
After assessing the functionality and limitations of the existing, separate, tools used by the service and sales teams, we set about gathering requirements and identifying critical and required use cases, mapping data requirements, and identifying key journeys.
Platform champions were identified from each user group and a regular workshop and meeting cadence established around their day-to-day jobs to ensure a healthy pace of progress through each phase.
Based on the use cases, we identified a number of potential vendors and a rapid RFI/RFP was undertaken (decision made in 2 months)
We then supported the client through negotiations and benefits case creation.
We oversaw the SI and managed the vendor relationship through the prep and MVP delivery stages of the deployment, to represent the client’s best interests and ensure successful delivery.
Alongside this, we created a 2-year roadmap for CRM development, including ERP and Ecommerce integration and factoring in multiple teams to create a central customer management platform, capable of managing all assisted customer journeys and activities across sales, service, marketing , and back-office teams.
Results
Once embedded, the CRM delivered significant benefits across sales and service, including reduced campaign build time and centralised campaign performance reporting for sales, and a significant reduction in case resolution time and effort duplication in services.
We shaped and hired a permanent product owner for the CRM to ensure its roadmap and integrations with the wider programme could continue successfully
It’s roadmap and benefits case included spending reductions of at least double the license cost of the CRM, before even considering its improved efficiency, cr0oss functional collaboration, etc.
