Ongoing support costs were also escalating - installed on every laptop PC, GoldMine had to be synchronised daily to ensure database integrity. With a distributed team of 50 personnel (most of whom are based in the field), maintaining up-to-date versions on individual PCs required significant logistics resources.
“Data is the life blood of a fast moving business like this, and the timely and effective monitoring of customer interactions was ultimately being restricted by the system,”
“The success of what we do depends on being able to react immediately to the needs of Toyota’s customers. And the ability to constantly evolve Toyota Fleet’s CRM system is paramount to making it easier for customers to do business with them.”
Assessing the challenge
SIG UK needed a CRM solution that could support a broad range of activities for Toyota Fleet, incorporating customer relationship management, as well as supplier and partner management.
The logistics supply chain supporting Toyota’s demonstration fleet is integrated into the system, allowing users to track progress from initial customer bookings to vehicle allocation, delivery and collection.
“We will use the CRM system to analyse the return on investment Toyota gains from its demonstrator fleet. We will report on a huge variety of parameters, including the uptake on new vehicles, through to specific details on individual models and mileage,” explains Willett.
Powering into a new era working closely with Serversys, SIG UK and Toyota Fleet defined its requirements for a new CRM solution. After an extensive review process, the decision was taken to move to Sage CRM MME. The objective was to gain a platform that would enable both organisations to take service delivery to a new level.
Alongside scalability, Sage CRM MME gave SIG UK the highly functional but customisable architecture it needed to support Toyota Fleet’s responsive and fast moving business model. Capable of supporting highly complex processes, Sage CRM MME also offered a wealth of campaign management features together with comprehensive reporting metrics.
“Designed specifically for small enterprise scale operations, Sage CRM MME gave us all we needed in terms of feature rich performance,”
“Its superb integration features would also secure our ability to work cohesively with partners.”
The new CRM solution would enable SIG UK to integrate seamlessly with Toyota GB’s data warehouse and Toyota Fleet’s vehicle registration database, as well as systems in operation at demonstrator fleet management partner, McKenzie Myers.
Sage CRM MME’s architecture would also enable web delivery and remote access. The CRM system would be implemented in a ‘connected’ fashion as a web service interface. This meant SIG UK could undertake system customisation on the server and achieve instant distribution to field personnel and other users.
Scoping the system requirements was undertaken by SIG UK and Toyota Fleet in conjunction with Serversys. Using a Rapid Application Development technique, Serverys was able to prototype and refine the system design prior to implementation.
“The implementation process undertaken by Serversys has been second to none,”
“The transition from GoldMine to Sage CRM MME was business critical - all our sales and marketing processes depend on robust systems being in place and operational. Any disruption would have had severe repercussions on Toyota Fleet’s competitive advantage, impacting brand value in the eyes of customers.”
Today, a centralised CRM database drives Fleet Sales activities as well as those of the Fleet Support Centre. Alongside support for all marketing activities, the system delivers comprehensive and detailed reporting on key performance indicators for the business. In addition, the vehicle demonstration programme is fully automated and seamless - customers can simply ask their Fleet contact to arrange a demo at the touch of a button.
“The new CRM system gives us even greater leverage to drive the business, making fast moving adjustments to processes that further enhance customer relationships,”
“The imperative was to ensure the transition was invisible to customers and Serversys helped us ensure we achieved that, and more.”
