A CRM system, in fact any system, should, no needs, to improve efficiency within your organisation. Of course this
has been the promise of IT salesmen for years but we all know the reality – the computer system so often slows down
productivity and the myth of the paperless office is, on the whole, still that – a myth.
Most of all it has to be user friendly and, as far as possible do the work for you whilst still allowing users to have
control, to be able to do things outside of the usual workflow.
Then because it’s where you keep all of your information it’s got to be instantly searchable, easy to find the data you need.
So let me tell you a bit about our experience with our implementation of Dynamics 365, in what is probably one of the most traditional,
old fashioned industry’s you can find. An industry where the quill pen is still a tool of the trade, where top hats and horses are common, cheques still the most
common form of payment and Victoriana is something to be proud of. The funeral industry.
That’s probably a bit unfair as my business is at the opposite end of the spectrum, serving the generation who are doing to
funerals what they did to weddings. Moving away from tradition by holding a celebration of life where, when and how they
want, whilst we carry out an unattended cremation.
The biggest part of our business is our pre-planning department. People choosing this type of service for themselves and
paying for it in advance. We generate thousands of leads a month via TV advertising, which drives customers to our website or call-centre.
All of these leads are entered into Dynamics 365, either directly from the form on the website or by the team in the call centre.
Then, through an integration with ClickDimensions, they instantly receive an email thanking them for their enquiry and providing information.
Another integration produces a personalised letter, sends it to be printed and inserted into an information pack. Then our outbound
call team are prompted to follow up the enquiry after a set number of days, notes are recorded, tasks set and reminders issued.
When a lead converts the data is there along with the source of the lead and details of every interaction we’ve had with that customer.
Another part of our business deals with funerals needed now. Whilst our business model is simple we have multiple channels that we
operate across. Some of our clients come to us direct – a typical B2C route, and we look after every stage of the process. But we also
have partners that we work for as a white label supplier, trade customers where we only do the cremation, and the crematorium
itself with traditional funerals from local undertakers and mourners.
All is run through our use of Dynamics 365 ...
is recorded in Dynamics 365.
Out of the box Dynamics 365 is a really powerful piece of software, but like a powerful horse, to really get the most from it, it
has to be tamed, trained to operate as you want it too. Only then will you get the very best from it.
We used John and the team at Solution Shared to do this for us and as our business has grown and evolved so has our
customisation needs within Dynamics 365. Being a fast growing business has meant frequent changes, alterations to workflows,
forms and templates.
And as we’ve grown with Dynamics 365, so Dynamics 365 has evolved as well. The new user interface is a great improvement
on the previous version, integration with other products and services is improving every day, more and more plugins become available.
But it would be unfair of me to tell you it’s all been plain sailing. Afterall it’s a very complicated and
comprehensive piece of software. And that’s where John’s expertise really comes to the fore. His understanding of
the system is incredible and when there is an issue, usually caused by Microsoft to be fair, he and his team jump
straight on it and to be honest, that’s why it’s really important to use a firm that not just knows your system and
the Dynamics 365 system but also how to write the code needed to bring it all together.
For us, that firm is Solution Shared.