The Customer
Genesis Homes, a segment of the Genesis Housing Group, is a housing association managing over 40,000 properties in London and the South East. A significant function of Genesis Homes is facilitating property sales to suitable applicants through the shared ownership scheme – a government-backed initiative aimed at assisting first-time buyers. Genesis Homes oversees the entire sales journey, from marketing and lead generation to supporting the customer throughout the conveyancing process.
The Brief
Following a surge in sales due to a new marketing strategy, which resulted in a 100% increase in responses, Genesis Homes faced challenges with their existing IT systems, unable to cope with the rising demand.
Furthermore, the method for tracking enquiries and sales had developed haphazardly, with information scattered across various platforms, raising concerns over data management inefficiencies which could potentially lead to poor prospect conversion rates and customer dissatisfaction.
Prompted by Crimson’s track record in resolving similar issues, Genesis Housing Group’s IS Director, Rob Sproule, approached the company for a resolution.
The Solution
A workshop conducted by Crimson gathered all project requirements and discussed strategies for Genesis Homes to engage with key stakeholders throughout the process, helping them realise the potential value of the proposed solution and its ability to address their current challenges.
The workshop identified several critical needs including improved accessibility, enhanced security, reduced administrative impact, minimisation of human errors, integration with existing systems, and flexibility for future business adaptation.
Crimson then rolled out a solution centred around Microsoft Dynamics CRM/xRM and SharePoint, providing robust out-of-the-box functionalities and tailored workflows that perfectly aligned with Genesis Homes’ requirements.
Ensuring end-user adoption was crucial. The amalgamation of Microsoft-based systems and Crimson’s agile delivery method catered to this, offering an intuitive, simple interface to support less technically adept staff. This phased rollout, coupled with regular feedback from stakeholders and end-users, facilitated smooth implementation and high user engagement by the final phase.
Customer Feedback
Genesis Homes acknowledged the significant internal and external improvements brought by the new system. A notable decrease in administrative tasks previously associated with the old system allowed staff to focus more on providing superior advice and service through a new, centralised customer view.
The management, at both the board and operational levels, benefited from advanced reporting capabilities and data analysis tools, enabling better cash flow predictions and resource planning. This strategic data centralisation also laid the groundwork for continuous operational enhancement.
Crimson continues to collaborate with Genesis Homes to further refine the system, ensuring it evolves in line with the business’s changing needs. Support remains ongoing for the existing SharePoint environment, augmenting the online customer experience.
“We were looking for a solution which would address the high priority issues we knew of in our sales cycle. Crimson helped us develop this need and offered a viable solution. Their expertise in change management was integral to the success of our project. Real insight and a continuous focus on technology supporting our processes and people – rather than leading them – ensured a highly successful implementation with high take up. I can see us looking to utilise Crimson’s advice and experience for some time to come.”
Rob Sproule, Group IS Director