Scoping the system requirements was also crucial. If HSS Hire Services was to use its CRM system to measure the impact of marketing and promotional initiatives, while simultaneously linking and tracking sales personnel interactions in terms of revenue growth, a series of sophisticated reports needed to be developed.
Initiating a new way of working
The design of the new CRM system had to incorporate four functional areas; sales, telesales, marketing and management. Competitor activity and spend in customer accounts would also be tracked and reported on. Additional reporting structures would enable HSS Hire Services to capitalise on another objective the exploitation of market trends and new opportunities.
“We recognised that implementing CRM would be a significant culture change for personnel and we needed to ease that transition,”
“Sage CRM MME provides web access through Internet Explorer, which made it easy to deploy the system to field-based sales personnel. We hoped that by automating many onerous administrative tasks, including reporting, field sales personnel would welcome the system. And because we’d ensured Sage CRM MME was designed to be easy to use and administer when we went live, we quickly won hearts and minds.”
With the implementation and configuration of the system completed, the transition to the new CRM system was completed over a three-month period. Today, field sales and sales administration personnel utilise the system, along with marketing and product directors.
“We are now clearly able to identify where we should focus our sales and customer development resources,”
“We have accurate data to mine and we are able to easily access and review operational data, extracted from SPANNER. All this has helped us to get closer to customers and better understand their needs. Ultimately, we are closer to achieving our strategic goal driving shareholder value for our business.”
Full accountability of sales personnel has been successfully implemented and HSS Hire Services is now able to monitor the impact of programmes on the business. The new ability to undertake specific customer targeting has already given HSS Hire Services an edge over competitors.
“We are now evolving the system, interfacing it with our email system,”
“We will also continue to refine our visibility of customers, so we can direct resources to where it generates the greatest return. We are well on the way to achieving our customer-centric vision.”