1. Case Study – CRM Development
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CRM system development for respected water management
product manufacturer Cistermiser.
As part of the on-going development of Cistermiser Ltd, Purpol Marketing Limited were asked to undertake
an audit of the existing CRM system being utilised by the company made up of office and field staff.. The
primary focus of this was to gain an understanding of how effective the existing system and its configuration
is at meeting both the individual user's needs and the progressive information needs of the business.
As a means to achieve this objective Purpol Marketing undertook a number of interviews with key members
of staff with the aim of understanding the following:
• How the system has been configured
• The customisations in place
• Good/Bad points of the system
• Current user pain points
• Is the system meeting current business needs
Following the audit Purpol Marketing Limited undertook an optimisation proposal for the system to improve
functionality and usability based on the information provided from the key members of personnel.
From the audit it soon become apparent that the traditional architecture of the system had been radically
altered by removing the Opportunity function within the system and being replaced with a custom entity.
This was done with the intention of aiding the complex mapping of customer relationships but resulted in the
removal of one of the main pillars within the system. This had knock on effects through the entire system.
The outcome of the report identified that the system as it currently stood was not meeting the user's needs.
Core to the problem was the customised architecture that created a very administrative based system and
through various modifications had become difficult to navigate and retrieve useable data from.
As an output of the audit Purpol Marketing
developed a recommendations package tailored to
the unique Cistermiser requirement.
This established the process, procedure and structure for the development of a system, which was easy to
navigate and manage with one simple goal: "Create a system to provide information rather than facilitate
administration".
The package encompassed all entities within Cistermiser's existing Sage package, with worked examples of
how the system could be configured and used to their benefit while easing the burden of data management.
Furthermore it was identified how this could generate output information to further improve knowledge of
Cistermiser's client base and Opportunity source. With the recommendations in place Purpol Marketing
developed an action plan to expedite the implementation stage.
David Jones - Managing Director at Cistermiser Ltd commented:
"The work undertaken by Purpol Marketing has been extremely comprehensive and provided us with a
realistic appraisal of our current system followed by practical recommendations of how we can improve for
the benefit of the company"