Customer Relationship Management Case Study

June 25, 2018

Hello Everyone,

This entry will be the latest in our series of customer case studies.  Astir IT would like to share some examples of how we have helped customer, like you, improve their business by leveraging advanced technology.  The services, solutions, and products we have provided customer have helped them improve efficiency, automate processes, and boost bottom line.  As always, if you want to see how we’ve addressed a specific scenario that you don’t see either here or at our website (www.astirit.com), contact us today to discuss.

Today’s case study involves a customer who needed an improved customer relationship management (CRM) system.  They had a fragmented process consisting of basic spreadsheets and rudimentary, small-scale applications; which ultimately led to inconsistent, unreliable data sharing.  Their basic requirement was to better consolidate their data for improved visibility and analytics.  It would be accessed by multiple organizations, including sales, marketing, and executives, each of which had a different set of unique needs.  Overall, a cohesive CRM system would improve their lead management, marketing analytics, and enable more accurate forecasting.  

Astir IT worked closely with the customer to help them fully realize their business requirements.  For the overarching system, the requirement was to both grab and fetch data from multiple sources (consisting of multiple forms), cleanse it, house it, segment it, and perform complex analytics.  Once the data was captured by the system, it would need to be accessible by multiple viewpoints, based on the requirements of each user population.  This included:

  • Marketing:  The marketing team needed to better understand the results of their marketing campaigns.  The data being captured on existing customers and potential leads included campaign interaction data, which was critical shaping future campaigns.  The data would be presented in detailed reports from several perspectives, including grouped by population, account, and campaign.
  • Sales: The sales team needed detailed profiles of both existing customers and potential leads for sales follow-up efforts.  A complex scoring algorithm was needed to weight interactions and understand prospect viability, and customer/lead profiles would need to be robust and detailed.
  • Executives: Executives wanted a clear, concise understanding of how marketing and sales efforts were going.  Multi-level dashboards with simple, easy to navigate interfaces were critical, as they would be used to measure the efficacy of multiple departments and develop accurate forecasts.

 

Given the complexity of the requirements, Astir IT began developing a custom CRM platform for this client.  Throughout the development process, we kept members of the customer marketing, sales, and executive organization close in order to capture any evolving business requirements.  Upon delivery, Astir implemented and integrated the application into the customers technology environment to ensure a smooth transition.  Organizational buy-in was high, and the customer was able to enjoy increased reliability and visibility into their data.

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