IEDP
June 25, 2019
PDC: BIG
June 25, 2019
Alcumus CRM Project
Alcumus had been making use of the Microsoft Dynamics for a number of years. It had become clear that the tool was not delivering the value required to support the business.
In order to remedy this, a project was initiated to review and refresh the way that CRM was configured and used. Since then, the Santia acquisition has put a completely different focus in play, and with the disparate and inconsistent use of CRM systems in that newly acquired business, it was clear that a broader project was required to incorporate a group-wide (Alcumus + Santia) CRM system.
The Challenge
- Provide an intelligent and personalised funnel that learns about the prospect
- Deliver this funnel efficiently, removing manual overhead wherever possible
- Consolidate sales processes across internal business units in a sensible manner, allowing efficient cross-sell and up-sell
- Gain full return on investment and value from content and services
- Drive the “gain, retain and engage” customer cycle.
Customer Outcomes
- Gain a sales advisory service that feels personal to my business
- Experience an end to end service that can move seamlessly between marketing, support, sales and my personal account manager
The DNA Solution
In order to deliver a business-driven (rather than a system-driven) change exercise, we took the following steps:
- A review of the Alcumus + Santia sales business process
- Emerging from this, we gained a view of the “pain points” associated with CRM as it was currently configured and with the processes in the newly acquired Santia business.
- Production of a BRD Document
- Production of a costed Functional Specification/li>
- Delivery and implementation of the activity.
Outcome
DNA engaged with BIG and undertook an initial exercise to understand the business direction and strategic goals the application would support. The enabling activities and processes for each strategic milestone were explored, documented and directly mapped to required functionality within the new application suite.
This, in turn, informed the subsequent work delivered by DNA to define the technical platform, build the initial release, and define the product suite roadmap and supporting business process change.
To meet the vision, DNA designed a truly integrated suite of products that work together, rather than standalone applications across multiple platforms. The mobile application becomes a client for the desktop application in certain situations, for example.
In developing the application suite, DNA placed a high degree of emphasis on the user experience. To achieve impressive design standards combined with an intuitive UI that maximises ease of use, DNA completely redesigned the traditional interface to deliver something completely new for BIG s existing Customers and the sector in general.
Alcumus CRM Project
Alcumus had been making use of the Microsoft Dynamics for a number of years. It had become clear that the tool was not delivering the value required to support the business.
In order to remedy this, a project was initiated to review and refresh the way that CRM was configured and used. Since then, the Santia acquisition has put a completely different focus in play, and with the disparate and inconsistent use of CRM systems in that newly acquired business, it was clear that a broader project was required to incorporate a group-wide (Alcumus + Santia) CRM system.
The Challenge
- Provide an intelligent and personalised funnel that learns about the prospect
- Deliver this funnel efficiently, removing manual overhead wherever possible
- Consolidate sales processes across internal business units in a sensible manner, allowing efficient cross-sell and up-sell
- Gain full return on investment and value from content and services
- Drive the “gain, retain and engage” customer cycle.
Customer Outcomes
- Gain a sales advisory service that feels personal to my business
- Experience an end to end service that can move seamlessly between marketing, support, sales and my personal account manager
The DNA Solution
In order to deliver a business-driven (rather than a system-driven) change exercise, we took the following steps:
- A review of the Alcumus + Santia sales business process
- Emerging from this, we gained a view of the “pain points” associated with CRM as it was currently configured and with the processes in the newly acquired Santia business.
- Production of a BRD Document
- Production of a costed Functional Specification/li>
- Delivery and implementation of the activity.
Outcome
DNA engaged with BIG and undertook an initial exercise to understand the business direction and strategic goals the application would support. The enabling activities and processes for each strategic milestone were explored, documented and directly mapped to required functionality within the new application suite.
This, in turn, informed the subsequent work delivered by DNA to define the technical platform, build the initial release, and define the product suite roadmap and supporting business process change.
To meet the vision, DNA designed a truly integrated suite of products that work together, rather than standalone applications across multiple platforms. The mobile application becomes a client for the desktop application in certain situations, for example.
In developing the application suite, DNA placed a high degree of emphasis on the user experience. To achieve impressive design standards combined with an intuitive UI that maximises ease of use, DNA completely redesigned the traditional interface to deliver something completely new for BIG s existing Customers and the sector in general.
Four “key requirements” that will underpinned the solution.
Database Structure Improvements
Many issues appeared to be directly related to the structure of the data within the core database itself. A full review of the data schema was undertaken with a focus on full lifecycle traceability from a prospect, to qualified lead, to the customer, to returning customer.
Sales Funnel Personalisation
Personalisation has become a required and expected feature of an e-business Web system. The presence and quality of funnel personalisation was a key enabler for the project. We used personalisation for advertising, promote products, personalise news feeds, recommend documents, make appropriate advice, and target email.
Analytics And Reporting
Analytics was vitally important to managing workflow and measuring sales efficiency. We created a dashboard showing key performance indicators with the ability to cascade to different levels. We also ensured compatibility with all third-party analytics tools.
Marketing and Campaign Management Tools
Campaign Tool should have the ability to Send text-based, Rich text or HTML format mass/blanket email communications with the ability to set delivery logic based on segment defaults or individual exceptions.
Four “key requirements” that will underpinned the solution.
Database Structure Improvements
Many issues appeared to be directly related to the structure of the data within the core database itself. A full review of the data schema was undertaken with a focus on full lifecycle traceability from a prospect, to qualified lead, to the customer, to returning customer.
Sales Funnel Personalisation
Personalisation has become a required and expected feature of an e-business Web system. The presence and quality of funnel personalisation was a key enabler for the project. We used personalisation for advertising, promote products, personalise news feeds, recommend documents, make appropriate advice, and target email.
Analytics And Reporting
Analytics was vitally important to managing workflow and measuring sales efficiency. We created a dashboard showing key performance indicators with the ability to cascade to different levels. We also ensured compatibility with all third-party analytics tools.
Marketing and Campaign Management Tools
Campaign Tool should have the ability to Send text-based, Rich text or HTML format mass/blanket email communications with the ability to set delivery logic based on segment defaults or individual exceptions.
DNA Digital
William Old Centre
Ducks Hill Road
Northwood, HA6 2NP
Telephone: +44 (0)20 8385 5045
Email: info@dnadigital.eu
DNA Digital
William Old Centre
Ducks Hill Road
Northwood, HA6 2NP
Telephone: +44 (0)20 8385 5045
Email: info@dnadigital.eu