The University of Bolton are taking a new approach to managing their relationships and engagement with current and potential business customers, implementing Microsoft Dynamics CRM.
Luke Stansfield, Information Systems Developer at the University, explained. “We had no real system to manage relationships and interactions with our customers and business contacts. This was identified as a real risk which could potentially damage the excellent business relationships we had developed. We knew that if we could improve the effectiveness of our Continuing Professional Development marketing campaigns, these could provide a valuable source of additional income.
We also wanted to effectively manage the diversity of relationships between individual companies and different parts of our organisation.”
Microsoft Dynamics CRM:
“It was the logical choice for us”, said Luke. “We are predominantly a Microsoft-based institution and, unlike some of the alternatives, it offered out-of-the-box installation with the capability to customise it to fit our processes. It also enabled us to complete the project within budget.”
Recognised for its category-leading capabilities, Microsoft Dynamics CRM helps to increase productivity and create a connected organisation that is equipped to please customers. It provides a powerful set of CRM capabilities within the familiar Microsoft Outlook application, helping to reduce learning time and leverage existing investment on Microsoft Office.
Maximising cross selling:
A key part of the new solution was to enable academic staff within all schools to add and maintain their contacts and interactions with external businesses in a central CRM database. This would enable monitoring of the response to enquiries and highlight and escalate those that were not being dealt with within an acceptable time frame. It would also facilitate the cross-selling of services to existing and past customers and allow for the effective management of marketing campaigns to ensure response was maximised.
With these requirements established, Collabco were able to work closely with key University staff to produce a detailed functional requirement that covered: BSDU, marketing, data migration, security, integration and reporting. This then facilitated a gap/fit analysis together with a comprehensive gap resolution list as the basis for the design of the new CRM solution.
Managing contacts across the University:
After implementing a pilot, the full solution went live in March 2011 and since then the University has continually increased the use of the new platform. “We have so far run a number of successful marketing campaigns utilising it”, said Luke. “It has proved its worth and more people within the University are now beginning to see the benefits it can bring.”
Importantly, the solution will eventually be used to manage contacts across the entire University, something that was identified as an issue at the outset of the project.
A platform for the future:
“We have developed a strong working relationship with Collabco”, concluded Luke. “They took the time at the outset of the project to understand the way that we worked and how we wanted to implement Microsoft Dynamics CRM. This gave us the confidence that the final solution would meet our needs, rather than us having to change to meet the software’s functionality.
“I was impressed with their attitude and professionalism during the actual implementation. On a number of occasions they worked out-of-hours to ensure that project deadlines were met and we came in on time and within budget.