Page 13 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes
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Caselet Creating Processes

Firm: WebsterRogers/Florence, S.C.
Size: 120 staff
Product: Results CRM

Commencement Date: January 2012
On Record: Director of practice development Tim Allen
Challenge/Objective: Wanted better tracking and management of the sales processes across
eight offices.
Amount Spent: Five users for under US $2,000. This was a one-time fee, plus extra customer
care costs for one year, which includes upgrades.
Process: Allen was hired in June 2011 and was already speaking about CRM at a high level
in different parts of the firm. Once he garnered partner buy-in on the idea of adopting a
CRM system, he began researching them, demoed a few, and made a recommendation in
September 2011.

“I had been tasked with managing the sales process; apart from keeping track of activities,
we needed to manage that better. If we wanted to grow by US $2.4 million, we need to
bring in US $200,000 worth of business each month, and without CRM we’d have no idea
what’s in the pipeline,” said Allen. “It’s an evolving activity in our firm. Many of our
partners have little to no familiarity with CRM systems; some may have no idea what a
CRM system is. I said we need to have this tool for the firm and was tasked by the
executive committee to go out and research and make recommendations.”
Results CRM was recommended by an outside IT consultant, and Allen, along with the
firm’s managing partner and client services manager, liked what they saw. Once approved,
Results CRM, a cloud and on-premises-based system, was deployed in November 2011 as
a pilot, and by January 2012 the firm started using it collectively.
“We really liked the ease of use, and compatibility with our existing (accounting and
practice management) systems,” said Allen. “It eventually came down to pricing, and it
was one third to half the cost of the next logical CRM choice. Because we wanted to do it
slowly, we wanted the system on our servers, but we will eventually move to the cloud.”
Source: http://www.accountingtoday.com/ato_issues/26_5/CRM-Case-studies-BDO-Hughes-Zoho-
Dynamics-WebsterRogers-62476-1.html
Self Assessment

Fill in the blanks:
4. Mass Marketing is a …………………… in which a firm decides to ignore market segment
differences and go after the whole market with one offer.

5. Mass marketing or undifferentiated marketing has its origins in the ……………………
with the inception of mass radio use.

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