Customer Success with Cognox
Ultimate Visual Solutions
Headquartered in NW England, Ultimate Visual Solutions are a highly experienced provider of integrated audio-visual platforms supplying a wide range of sectors, nationally and internationally implementing bespoke designs, specialised equipment with ongoing support services that consistently exceed client requirements.
Issues and Challenges
Operating via a legacy CRM system combined with a variety of spreadsheets impaired e-marketing processes leading to gaps in customer data and inefficiencies in tracking sales enquiries. Each person in the small sales team operated differently using their own subset of information, resulting in inconsistencies in sales forecasting and frustrations from lack of timely access to accurate customer data. With plans to increase sales and the sales team, a new approach was necessary to alleviate such frustrations and address security concerns.
Solution
Cognox were engaged to work closely with the Sales team. An agreed scope of work completed over an elapsed four-month period, saw the implementation of:
CRM Implementation: a new Zoho CRM environment was implemented in which each module was customised aligning with UVS criteria. Mandatory data values were pre-defined enabling consistency of data entered across the system. A number of key conversion and assignment processes were introduced automating inbound leads and sales enquiry workflows. Security access adopted multi-factor authentication with new password policies.
Data Quality Improvements: using structured processes, existing data sets were cleansed, enhanced, consolidated and imported into Zoho CRM removing duplications and significantly increasing data quality levels.
System Administration: Tailored detailed operating procedures were produced covering the implemented system so that, going forwards, there is consistency in system operations, administration and a resource for use by new members of the sales team.
Results and Benefits
Increased levels of data quality enabled confidence in the system from day one, significantly improving the time required to create, execute and manage targeted campaigns. Plans to bring campaign execution in-house will reduce costs and enable more targeted campaigns.
The new secure system enables consistent ways of working across all aspects of the sales cycle, with instant access to accurate data encompassing leads, customer and pipeline activities.
The sales forecast now includes a wider range of revenue streams. Time required to manage and view the sales forecast has significantly reduced.
“The implementation went really well. It is early days of using the new system in earnest and we need to ensure we make this system the business asset it needs to be.”
Steve Murphy – Managing Director, Ultimate Visual Solutions Ltd.
Dizplai
Headquartered in the UK, Dizplai transforms passive viewers into active communities, unlocking new revenue streams for content owners, creators, and brands. Trusted by the world’s biggest broadcasters, publishers, rights holders, and creators, Dizplai delivers interactive content experiences that reach and interact with over 100 million people every month, driving audience engagement, loyalty, and commercial value.
Issues and Challenges
The Zoho CRM system in operation was adequate for certain activities, but it was clear that the system contained gaps in data quality leading to inefficiencies in e-communications and business development activities with reduced confidence levels from the system. These deficiencies required improvements to be made effectively in order to restore confidence and support the Company’s business development initiatives.
Solution
Cognox were engaged to work with the Business Development team. A first phase of work completed within three months, saw the implementation of:
Data Quality Improvements: in a structured manner, the system data was exported, cleansed, enhanced and re-imported into Zoho CRM with duplicate data values removed and data quality levels significantly improved.
CRM Customisations and Automations: each module underwent re-definition so that mandatory values were set, with entered values derived from pre-defined lists. A number of core conversion and assignment processes were introduced covering inbound leads and sales enquiry workflows.
Performance Analytics: a second phase of work saw the completion of new performance dashboards, KPI’s and analytics enabling improved consistent sales forecasting and pipeline tracking across Dizplai’s business units.
Results and Benefits
Via a data quality scorecard, the implementation of mandatory system settings and background processes across each module demonstrably improved the working system. Increased levels of data quality enabled confidence in the system and significantly improved the time required to create, execute and manage targeted campaigns.
Operating procedures were produced covering the implemented system and processes for managing ongoing changes introduced so that there was consistency in system operations and administration.
“In a relatively short period of time, we were able to considerably improve our contact with customers and manage prospects far more effectively from the improvements made to our Zoho CRM system. David’s knowledge and experience in improving data quality and CRM systems worked very well with our team and we are very pleased with the benefits.”
Ed Abis – CEO - Dizplai