The Client:
Severn Trent Water is a member of the Severn Trent group of companies. It is an international utility services and environmental solutions company, which serves more than eight million customers across the heart of the UK.
Severn Trent PLC is a FTSE 100 company that provides and treats water and waste water, in the UK and internationally, through its two main businesses – Severn Trent Water and Severn Trent Services.
The Challenge:
Severn Trent Water offer a range of tankeredtrade waste disposal services, working with waste water collection providers to dispose of domestic, commercial and trade waste water in the safest and most cost-effective way.
They have 12 different waste sites which take in trade or food waste. This waste is then treated at these sites either through the sewage treatment process or at a dedicated food waste plant at Coleshill, near Crimson’s offices on Birmingham Business Park.
Severn Trent also help their customers dispose of their waste, which is delivered directly by the customer. They can get up to 160 deliveries a day. All their customers’ information was being stored on spreadsheets, which were clunky, had limited accessibility, and were difficult to manage.
The Strategy:
Crimson areis a Microsoft Gold Partner that specialises in customer relationship management (CRM) systems. Working along Severn Trent’s Information Systems team, Crimson’s CRM consultants came up with a solution that would manage all waste streams, customer enquiries, and opportunities.
This brand new Microsoft Dynamics CRM system, which has been named internally as the CWID (Commercial Waste Information Database), was integrated into the business by the Crimson Team. They also built the system, hosted training sessions with end users, refined the system based on feedback, and trained a ‘super user’ who would be Severn Trent’s own CRM expert, within their business.
ROI
Not only does the CWIDCentralising customer information in the new systemhas streamlined the Severn Trent’s Energy and Renewables team’s day to day processes and means that they have more time to spend working with customers rather than juggling multiple spreadsheets. The new system has made make customer information gathering customer information gathering easier, more secure, and more in-depthcomprehensive,allowing the team to provide a better service to their customers.but tThe new Microsoft Dynamics CRM system integrated incorporates all of the old customer information from Severn Trent’s older databases, meaning that the staff could begin realising business value from day one..
It also has added functionality for lab testing, and presents upselling options to Severn Trent’s representatives.
Alongside the more traditional customer- and sales management functionality, the new CRM system has also been configured to track lab samples, permitted waste types and waste approvals – all things which were previously managed across multiple spreadsheets. The ability to access all information relating to a customer quickly and easily allows the team to make more informed decisions and identify additional sales opportunitieswhich would not previously have been possible.
Crimson’s CRM team are providing on-going support for the system moving forward.
The Client’s Words
Matt Lochee-Bayne, a Business Analyst with Severn Trent’s IS team, said: “Crimson have been very good at doing what we have asked and were very responsive when we asked for additional changes.”
Lee Musgrove, Tankered Waste Manager, added: “Before this system was created, it was a challenge to track of all the tankered waste at each site and provide up to date information. The CWID system will make it so much easier to manage all the data. This is a major step in helping the teams becoming more efficient, providing a better customer experience and allowing us to grow our business even further.
“And this is just the beginning. We’re also now developing the next phase to help us manage our bookings, sampling, invoicing and reporting. This should eventually result in a fully integrated system which would even be able to allow customers to book loads, confirm deliveries and view their invoices and other information on line.”
