The Client:
The client is a leadingbuilding merchant and distributor of construction materials in the UK, Ireland, and Belgium. It is made-up of a number of brands,has a turnover of more than £2 billion, and over 600 branches.
The Challenge:
The plumbing side of the client’s business, consisting of more than 200 stores, had grown very quickly. Because of this, it was struggling to reach its goal of ‘providing every material needed for a building project’.
The company was failing tocommunicate effectively across different departments, and some stores were competing against one another and failing to share valuable information.
As a result, the group was missing out on opportunities to monitor accurate customer data, capture leads, take an omni channel approach to sales, cross-sell, and collaborate internally.
The Strategy:
A national sales team was set up by the client with the aim of unifying the business and understanding sales opportunities for the wider group.
It was important that the client had its people and processes properly aligned before the introduction of technology. Not only would this enhance user adoption once a new system had been implemented, but it was also important in changing the culture and the infrastructure of the business.
Microsoft Dynamics CRM was chosen a tool to help drive the change the entire culture of the client’sNew Business Team, not just enhance communication flow throughout the group.
Then Crimson utilised its unique MY CRM methodology, a programme that aims to minimise the risk of poor adoption, reduce uncertainty, and accelerate the benefits of Microsoft Dynamics CRM.
Key stakeholders were engaged and Crimson facilitated a number of workshops where consultants asked users what they envisaged the CRM system to look like and what they wanted it to be able to do.
Crimson then built various parts of the solution and once again presented it to the stakeholder group, as part of an ongoing CRM development cycle.
This process highlighted opportunities for the CRM to streamline processes and surface key information on which to support decision-making.
ROI:
Today, with Microsoft Dynamics CRM at the heart of the client’s business, the external lead generation process is completely automated.
The CRM solution is also helping the client to keep a closer eye on the purchasing habits of customers. If a customer becomes inactive for a period of time, CRM automatically alerts the sales team.
Ultimately, Crimson’s CRM solution has helped the client to reduce declining sales by 20%.
The Client’s Quote
The client said, said: “Crimson were brilliant. They were very informative throughout the project and kept in regular contact.
“They understood what we needed to do as a business, developed a technology strategy, and drove the implementation process forward.
“Crimson were absolutely great and the project has been well-received within our plumbing business. We are now planning to roll out a similar solution across the rest of the group.”
