Customer Story - Enhancing Business Capabilities and Customer Engagement through Strategic CRM Implementation
A Wisconsin based nonprofit organization embarked on a strategic CRM implementation to enhance business capabilities and customer engagement.
Call For Help:
- The current CRM system was going to incur a significant increase in licensing costs due to changes in license level.
- A substantial amount of manual work was hindering the company's ability to provide scalable services to its customers.
- There was a lack of clarity regarding which customers were utilizing which services, making it difficult to effectively cross-service.
FarWell Advisor Support:
- FarWell advisors conducted an initial assessment of the business model based on the website and related information, creating a draft capabilities business model with a focus on budget and timeline.
- They met with business directors to align on business capabilities, processes, and data needs through targeted sessions.
- Deliverables such as capabilities map, value streams, SIPOC, and business data layers (from capabilities to KPIs) were created and reviewed with the client to confirm results and organizational needs.
- Use Case maps were used to show manual vs. automated processes and data flow, identifying duplication of system functionality, manual data management, and opportunities for process and technology improvements while considering the needs of target audiences.
- An assessment of potential solutions (CRM, CRM+Data Warehouse, etc.) was conducted, identifying vendors that met both capability and budget requirements.
- FarWell advisors provided a technical budget and a roadmap to help achieve the goals within the timeline and budget constraints.
- The findings and next steps were presented to leadership.
Results:
- Visualizing processes, capabilities, and data helped the client choose a suitable CRM solution.
- The chosen solution will:
- Reduce duplication of systems and process steps, improving operational time and employee experience.
- Provide a single view of customer services and preferences for better customer service, tailored marketing, and effective communication.
- Increase donor and advocate participation.
- Early indications of success:
- A single source of data for the organization, with the CRM as the central repository for constituents.
- Automated workflows reduce manual, time-consuming tasks, freeing up staff for better customer service.
- Data cleansing procedures keep CRM data updated across all programs.
- Improved security layers protect organizational and constituent data.
- Automation of several manual processes increases efficiency and reduces errors.
- Retirement of many spreadsheets reduces redundancy and confusion around data integrity
- The company is very excited about the ability to have a comprehensive view of their constituent base (and what services they utilize) and have been working on getting more teams into the CRM to use the data (for outreach, advocacy, cross-offerings, etc.).
