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• Category : Case Studies , CRM
• Last updated on May 11, 2024
• By Viktor. A
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It is no news that customers constantly demand deeper and more meaningful relationships with their chosen brands. That’s why organizations leverage CRM software to better serve their customers.

Today, we’ve compiled practical CRM case studies from some of the world’s biggest brands. This article highlights CRM case studies uses and vital lessons you can replicate in your business.

Before we proceed, let’s look at the meaning of customer relationship management (CRM)

There are two main definitions of a CRM:

• It refers to a business’s principles and strategies to engage better and retain its customers.

• It is a software system that helps businesses manage client relationships, leads, contacts, and campaigns. It also allows companies to automate their processes and increases productivity.

Examples of CRM Software for lead generation, contact management, and automation are:

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Best CRM Case Studies

If you’ve ever looked at brands like Apple, McDonald’s, Amazon, or even Zara, you may wonder how they run such conglomerates and still provide efficient customer service. Keep reading, then; you’re about to find out.

Scott Cook said to focus on the customer instead of the competition. Most of these brands have no superpower. They’ve only learned to focus on one thing—the customer.

When you’re obsessed with delighting your customers, you will devise creative ways of satisfying them. Let’s go right in.

1. Coca-Cola CRM

The Coca-Cola Company is one of the world’s oldest and most influential brands. With a presence in over 200 countries, Coca-Cola started as a carbonated soft drink business. Today, it is a conglomerate with over 200 product lines servicing billions of customers globally.

Logically speaking, their existence across several decades and their continued relevance and competitiveness say a lot about their customer service. That said, let’s examine their customer relationship management (CRM).

Coca-Cola CRM Case Study:

Coca-Cola’s mission is “ to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference .”

Inspiring optimism and happiness are at the core of Coca-Cola’s CRM strategy. This is evident in their  marketing campaigns , billboards, brochures, commercials, store locations, and products.

We have billions of transactions a day on Salesforce. And everything is connected collaborative, and mobile.

– Ulrik Nehammer, Coca-Cola Germany, CEO.

Coca-Cola uses several enterprise CRM platforms to manage its clients’ relationships and stores globally. They use Salesforce and SAP primarily for contact management. System Applications and Products (SAP) is a strategic enterprise management platform that is quite robust and feature-rich.

While they use SAP globally, they use Salesforce on some of their country divisions to manage their business flow, connectivity, and contact management.

Please read our complete Coca-Cola case study here.

2. Zara CRM

When you hear the word “Zara”, what comes to mind is clothing, luxury, and lifestyle. Established in 1975, Zara is a Spanish multi-national retail clothing chain.

They specialize in clothing accessories, beauty, shoes, and other lifestyle products. Zara’s phenomenal success in fashion and beauty is a testament to its solid CRM strategy. They effortlessly delight their customers in a way that leaves them returning for more.

Zara CRM Case Study:

Zara’s mission is to “ give customers what they want, and get it to them faster than anyone else .” Deducting from their mission statement, you can see a wordplay that puts royalty and kingship on their customers.

Zara’s CRM case study aims at elevating their customer’s needs above the company objectives. Zara leverages transparency, incentives and perks, support, personalization, swift check-out, and social media to achieve this.

The success of our business is based in principle on the idea of offering the latest fashions at low prices, in turn creating a formula for cutting costs: an integrated company in which it is manufactured, distributed and sold.

– Amancio Ortega – Founder, Zara Fashion Chain

Zara CRM starts with its website, which has a simple UI and is highly personalized to suit users’ needs. Then, it’s massively present on social media and contributes to social issues affecting its clientele.

Lastly, Zara’s CRM is not complete without transparency and incentives. They’re transparent in all their dealings and usually deploy incentive programs to delight customers.

3. Unilever CRM

Unilever is a British multi-billion dollar conglomerate that deals primarily in consumer goods and consumables. They are arguably the largest producers of soap globally.

Brands like Unilever that have stood the test of time in quality, customer service, transparency, and consistency are worth emulating. With over 400 brands in about 190 countries, Unilever’s CRM strategy is paying off.

Unilever CRM Case Study:

Unilever’s mission statement is “ to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good, and get more out of life.”

Unilever’s CRM strategy focuses on elevating people’s well-being and helping them enjoy life to its fullest. This singular aim drives their excellent customer experience initiatives, marketing campaigns, products, and positioning.

It’s about digitizing all the aspects of Unilever’s business to leverage the world of data and increase our digital capability in everything we do.

– Alan Jope, CEO at Unilever.

Another main part of Unilever’s CRM strategy is centered around Value-Based Procurement. They are keen on supporting their suppliers with upfront value. They achieve this by empowering their suppliers and distributors with the tools to better relate to them.

They use Salesforce to support their business community and build solid relationships with their partners.

Bayerische Motoren Werke AG, known as BMW, is Germany’s leading automobile brand. They’re a luxury car brand and the  fourteenth largest producer of motor vehicles . BMW cars are known for their standard, uniqueness, and luxury. Let’s examine BMW’s CRM strategy.

BMW CRM Case Study:

BMW’s mission is to “ become the world’s leading provider of premium products and services for individual mobility.”  You’ll agree that BMW has become the world’s leading provider of premium automobile products. But the big question is, how did they get there?

BMW CRM case study is not too distant from the others. Firstly, the focus is on treating customers fairly, which is clearly stated in their  Supplier Programme . Their suppliers and end-users are at the core of their CRM strategy, which has kept them going.

I promise our customers will never have to compromise between driving pleasure and sustainable mobility.

– Oliver Zipse, CEO BMW AG.

Secondly, BMW CRM is focused on producing premium cars to attract new customers and retain the existing ones. And fortunately, it works for them. I’ve seen a couple of folks switch car brands to BMW because their cars are more reliable and have the highest quality

5. Tesco CRM

Tesco PLC is one of the world’s leading grocery and general merchandise retailers. With operations in over 11 countries, Tesco is a hyper-growth company swiftly expanding across territories.

Although it started as a grocery store, it is now morphed into several industries such as banking, technology accessories, and a few others. Not just that, they’ve been named among the top customer-friendly organizations.

Tesco CRM Case Study:

Tesco’s mission statement is  “What we make matters better, together. This statement encapsulates Tesco’s aim to serve customers across cultures and backgrounds.

Tesco is among the first multi-national brand to adopt CRM software. In 2009, Tesco announced that they were adopting the RightNow CRM (now acquired by Oracle).

The key to Tesco’s success is the customer-focused culture that has permeated the company.

– Jeremy Garlick, Partner, Insight Traction.

Tesco’s CRM was primarily used in its call centres to support its electronics division. It was also used to amplify its omnichannel communication strategy by managing customer data and interactions across phone, chat, and email.

Adopting a CRM helped Tesco be present at all times for their customer when needed across channels. Most importantly, they were able to win the hearts of their customers.

6. Uber CRM

With a presence in 72 countries, Uber redefines how we move and eat. Uber is an American mobility provider that allows people to move conveniently from one location to another. One of the things that makes Uber special is that it’s a mobility startup with no cars. That means it’s servicing two main customer bases: drivers and passengers.

As of the time of writing, Uber has a 72% market share for ride-sharing in the United States, with about 122 million monthly active users

Uber CRM Case Study:

Uber’s mission is “ Transportation as reliable as running water, everywhere for everyone .” In other words, they aim to make transportation accessible at any time.

The big question is, what CRM does Uber use? Uber uses LiveRamp as its CRM anonymizer. Essentially, it uses LiveRamp CRM to segment users into specific life-cycle stages. This allows Uber to craft personalized and targeted campaigns that resonate with customers.

There is a high cost to a bad reputation… it really matters what people think of us, especially in a global business like ours, where actions in one part of the world can have serious consequences in another.”  

– Dan Khosroshahi.

Furthermore, Uber uses CRM to gain deeper insights into how customers use their apps, the frequency, and overall interaction, and even sample their IDs. With these insights, Uber can better serve and delight its customers. More on Uber’s case study here.

7. McDonald’s CRM

As the name implies, McDonald’s is a fast-food conglomerate. It is currently the leading food service organization, operating over 30,000 restaurants in more than 100 countries. McDonald’s expansion strategy is based on franchises and joint ventures. It also has some sister brands in the fast-food industry that are doing incredibly well.

Mcdonald’s CRM Case Study:

McDonald’s mission statement is to be our customers’ favorite place and a way to eat and drink. Their mission statements depict McDonald’s passion for differentiation, uniqueness, and class.

McDonald’s CRM case study hinges on its passion for differentiation, which is evident in the architectural designs of its restaurants, food recipes and taste, service delivery, and mode of operation.

Our sustained performance gives us confidence that our strategy is working, as more customers are experiencing a better McDonald’s daily.

– Steve Easterbrook, CEO, McDonald’s.

McDonald’s uses PowerCenter CRM, which Astute Solutions powers. This CRM helps McDonald’s efficiently manage its huge volume of customer contacts, analyze data, and manage its store location.

The benefits of CRM software to a business are enormous, and McDonald’s is not left out. They use it equally to enhance their marketing efforts and close more deals.

8. British Airways CRM

British Airways is a UK-based carrier and one of the most prominent airline groups in the world. Over the years, it has built a reputable brand that has also given birth to several sister brands.

BA Group is a founding member of the Oneworld alliance. It has over 45,000 employees in 100 countries and assists about 40 million passengers annually. So how does it maintain awesome customer service?

British Airways CRM Case Study:

British Airways’ mission statement is “ To ensure our customers fly confidently that together, we are acting responsibly to take care of the world we live in “. British Airways’ CRM case study is centred around “making their passengers feel confident.”

As we prepare for a safe return to travel, we remain focused on offering our customers the most convenient and affordable testing options to support and facilitate a seamless travel experience.

– Sean Doyle, CEO, British Airways

British Airways uses TCRM BA as its enterprise management solution. The company adopted it in 2002, and since then, they’ve been using it to do the following:

• Campaign management

• Management of loyalty programs

• Leisure database

• External requirements

• Cost savings

Best of all, they use this platform to efficiently manage and schedule all their marketing campaigns internally and externally. They are also used for customer service across channels.

9. Amazon CRM

Amazon is an American conglomerate that focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence. It is among the top five most valuable companies worldwide and one of America’s biggest employers.

Amazon, which started as an online book store, is currently dominating up to seven industries. It’s also a customer-centric company famous for its outstanding customer service.

Amazon CRM Case Study:

Amazon’s mission statement is “ to offer our customers the lowest possible prices, the best available selection, and the utmost convenience .” Amazon’s focus on the customer is genuinely remarkable.

Primarily, Amazon’s CRM case study follows these four guiding principles:

• Customer obsession rather than competitor focus

• Passion for invention

• Commitment to operational excellence

• Long-term thinking

We see our customers as guests at a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

– Jeff Bezos, CEO of Amazon

They aim to become Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work. That drive to become the best led them to create innovative products like I-Click shopping, personalized recommendations, Amazon Echo, and Fire TV, to mention a few.

So, what CRM does Amazon use? Amazon developed its CRM in-house, which it uses to manage its customer data across divisions, countries, languages, and products.

10. Apple CRM

Famously known for their slogan, think differently. Apple is a technology company specializing in consumer electronics, software, and online services. Apple is the world’s most valuable company and the first to hit a trillion in market capitalization.

Apple CRM Case Study:

Apple’s mission is “ to bring the best user experience to its customers through innovative hardware, software, and services .” Like Amazon, Apple is a customer-centric company that is truly obsessed with its customers.

Apple is also obsessed with its product quality. Their products are highly standardized and unique. And it’s the reason why they enjoy a high level of brand loyalty. Apple’s customers are one of the most loyal sets of customers globally.

Apple CRM case study is centred around four cardinal points: Apple customer-centric outlets, understanding customer needs, Apple ID, & irresistible branding that works. I explained them in detail  here .

Also, like Amazon, Apple uses an in-house CRM to manage its customer data, marketing campaigns, and customer relationships. Apple loves owning their processes, so most of its operations are usually in-house.

Wrapping Up!

These case studies show us the efficacy and formidability of CRM software. When out to efficient use, it can be a potent tool. And it doesn’t matter the size of your business, whether big or small. All you need to do is pick a CRM that aligns with your business goals and run with it.

Looking for a CRM to start with? Here are our recommendations:  Zendesk ,  Pipedrive ,  Hubspot ,  Zoho , and  Freshsales . Click on any one of them to claim your free trial.

Frequently Asked Questions

Customer relationship management use cases are real-life examples and applications of CRM software and strategies. Like the 10 use cases from big brands listed in this article.

There are tons of use cases for CRM systems, but here are three profound ones: CRM systems can serve as a contact management system, a pipeline system for attracting and converting them paying customers, and a workflow automation station.

Essentially, the main components of CRM are contact and database management, workflow automation, omnichannel marketing capability, and integration options.

Viktor. A is a writer and researcher with experience writing about various topics, including CRM software, SaaS, finance, and technology. When he's not writing, he's swimming and travelling

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12 Successful CRM Implementation Case Studies to Learn From

CRM implementation can seem like a monumental task to complete. From knowing which CRM to choose, to understanding how to fit it in with the rest of your sales stack , there’s a lot involved from pricing to convincing decision-makers to making sure it works well from the start.

If you’re looking for CRM implementation case studies to give you ideas and confidence to get started, then look no further.

12 CRM Case Studies

Want to get this done right (the first time)? Learn from the CRM case studies of companies that implemented a new CRM successfully to improve the customer experience, drive customer engagement , and increase revenue.

1. How Customer.io Uses Automated Handoffs to Enable Smarter Sales

Company: Customer.io

Customer.io is an established martech provider that needed a CRM to work better with both an inbound and outbound sales process. Plus, they needed it to fit well with their current tool stack and give them automated workflows.

This case study interview with Alex Patton, Director of Marketing & Operations at Customer.io, digs deeper into the technical setup the company uses with their CRM platform and how that process maximizes the team’s time and productivity.

2. 6 Tips for Assessing Your CRM + Optimizing Workflow—from a Revenue Coach

Company/Organization: High Kick Sales

Kyle Stremme’s consulting firm, High Kick Sales, enables sales teams to create an optimized process and tech stack. This case study digs into the insights Kyle learned from helping B2B and B2C companies develop their CRM system and process, plus details into how he helps managers analyze their current CRM and decide on a better system.

3. Implementing Customer Relationship Management (CRM) in Hotel Industry from an Organizational Culture Perspective

Company: Anonymous UK hotel chain

This study done by the International Journal of Contemporary Hospitality Management looked into a hotel chain in the UK as they implemented a new CRM, taking note of what worked and what didn't about their process for implementation.

They administered a questionnaire among 346 managers of a hotel chain and found that organizational culture readiness was one of the most determining factors in the success of a CRM implementation.

4. Choosing and Implementing a CRM for Small Business

Company: Bean Ninjas

Bean Ninjas is an accounting firm for eCommerce businesses. Their tech stack was dissonant and unconnected, and their ‘CRM’ (actually a project management tool) didn’t even have email built-in. The lack of functionality was impacting their business.

Their self-written case study goes through the entire process of choosing the right CRM, implementing the system into a more optimized sales workflow , technical integrations, and the end results.

5. How AAXIS Digital is Saving an Estimated $250,000 by Switching from Salesforce to the HubSpot CRM Platform

Company: AAXIS

This CRM implementation case study focuses on how an enterprise company chose to migrate from one large CRM to another, saving them lots of money on a system they weren’t using to the full.

The case study digs into how they chose their new CRM, and what they’ve been able to accomplish with it including increasing marketing automation and better aligning sales and marketing. Check out our list of CRM implementation resources for specific Salesforce resources.

6. Replacing HubSpot with Close: Scaling Trufan in a CRM Reps Love

Company: Trufan

Trufan (now Surf for Brands) is a fast-growing SaaS startup with a target market that is tech-savvy. So, they needed a CRM that could move quickly alongside their team, helping them build well-constructed automations that could scale as they grew.

This CRM implementation case study shows how a wrong decision slowed their progress, and how a new solution helped them scale faster.

7. A Successful CRM Implementation Project in a Service Company

Company: Anonymous service company from Slovenia

This academic case study by Piskar Franka and Armand Faganel digs into the process a service company in Slovenia took alongside CRM consultants to help them implement a new solution.

They concluded that a proper CRM implementation can improve the relationship with customers , achieve larger information sharing between employees, and lead to better strategic decisions. This is mostly interesting for historical purposes, as it gives you some insight into the complexity that were involved in implementing a CRM into a larger company in 2007.

8. Hownd Cut CRM Costs by 80% in 2 Weeks—While Saving SMBs During COVID

Company: Hownd

Hownd works with brick-and-mortar businesses to get more foot traffic, and their mission since the start of the pandemic is to help SMBs get back on their feet and recover. They needed a CRM that would help them cut their own costs in order to help others, and that would also help them move quickly to fill the needs of their customers.

This case study/COVID success story shows how Hownd found the right CRM for their business, cut costs, streamlined their process, and continues to help SMBs survive through hard times.

9. The Ultimate Team Effort: How the Close Sales Team Joins Forces to Build More Solid Deals

Company: Close

This unique case study is the story of our very own CRM software company and how we’ve implemented our own CRM tool into our sales stack. This case study digs into the nitty-gritty of technical setups and integrations, API, and how it all works together for a smooth, profitable process.

10. Switching to HubSpot Adds up for Casio

Company: Casio

This enterprise CRM implementation case study shows how consumer electronics company Casio switched from a custom-built CRM to one that was more inclusive for their marketing and sales teams. It shows how they updated their inbound marketing process and increased their new customer sales by 26%.

11. The Unique Sales Process ResQ Club Uses to Power It's Mission to Zero Food Waste

Company: ResQ Club

ResQ Club, a Finnish company on a mission to make zero food waste a reality, needed a CRM solution that would help them track customers and partners and scale quickly.

This case study shows how they used Close to build their own custom processes with Custom Fields , email sequences that are personalized to different European cities, and Smart Views that keep sales reps focused on the right deals.

12. Strategic Issues in Customer Relationship Management (CRM) Implementation

Company: Anonymous UK manufacturing company

This paper from 2003 by Christopher Bull from the Department of Business Information Technology at Manchester Metropolitan University Business School discusses the effects of a strategic customer relationship management process and how it affected this manufacturing company.

The results of this study highlighted that CRM implementations frequently failed. It also referenced a study of 202 CRM projects which concluded that only 30.7% of organizations said the CRM implementation achieved improvements in the way they sell to and service customers.

Testimonials that Highlight the Benefits of CRM Implementation

Once you’ve implemented a new CRM, what kind of benefits should you expect? It depends on your company and current pain points. If you'r considering switching to a new CRM or implementing one for the first time, here’s what real CRM users say:

1. Nick Parker, Founder at FTOCloud

“With Close, we're able to keep track of hundreds of deals and clients over the span of multiple months while simultaneously unifying our team's communication.”

2. Tim Griffin, Founder & CEO at Cloosiv

“ We didn’t start getting traction until we started using Close. I don’t know if the company would still be here if we hadn’t implemented it.”

Read the whole story here.

3. Maryl Johnston, CEO at Bean Ninjas

“The real benefit of Close is less about sales admin time and more about closing more deals. Because Close makes it very easy to stay in touch with customers and for Sales to manage their pipeline without needing a sales admin, we can now go into Close and see all the leads in a broad view.”

4. Aimee Creighton, Sales Administrator at Bean Ninjas

“ The biggest win for me is the cut-down in labor time of setting up leads in our task management system (not designed for lead management) and ensuring all fields are filled out. It significantly reduced the time-intensive manual process of documenting leads. I feel like Close has completely cut that down, and everything is right there from the dashboard. I think it’s been worth the investment.”

5. Monika Tudja, Business Development Manager at Now Technologies

“ I can't imagine my work-life without Close - I've been using it at my previous company and I 'demanded' implementing it on my first day at the current one. I'm useless without Close. Seriously thinking about getting an account for my personal life.”

6. Sara Archer, Director of Sales and Marketing

“ Since we've started using Close, we've QUADRUPLED our average revenue per user.”

Read how they did it here.

7. Sarah Haselkorn, Head of Sales at MakeSpace

“ You guys [at Close] have been a HUGE part of our growth so far, and with your support I have so much confidence that our sales team is set up to scale.”

8. Duncan Burns, VeggiDome

“I am able to stay on top of my outreach, correspondence, and follow-up seamlessly AND relax enough to do a better job, knowing that I'm not missing a beat!”

9. Michael Grady, Lazarus

“ This is a CRM that is all about focus with no bloat which is exactly what inside sales needs.”

10. Aubrey Lim, ThreeTrees

“My first time using a CRM. 8 months in and it's frictionless to use. My favorite features: being able to pull up colleagues' emails to a particular lead, bulk-uploading contacts, email templates.”

11. Timothy Corey, Director of Sales at Commonwealth Joe

“Close allows us to see where we should spend our time and effort. We can look at our sales for the same quarter last year and know what worked well and what didn’t -- this allows me to know where to put my energy, on what companies, and in what markets.”

Ready to Write Your Own CRM Implementation Success Story?

The right CRM helps you easily access customer information, track contacts, qualify leads, improve conversion rates and so much more. If you're ready to implement a CRM, we can help.

For a successful CRM implementation , you need a clear plan to follow. That’s why we’ve given you the right resources to make a better decision. Get our CRM implementation guide here:

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CRM Case Studies With Examples

What is a crm case study.

• Customer service
• Project development
• Human resources (HR)

What’s Included in CRM Case Studies?

• Client profile— company type, industry, and a brief history and description of the company
• The situation— the circumstances that led the company to become interested in a CRM solution
• The challenges— the problems and issues the company was facing that a CRM solution could solve
• The process— the heart of the case study, showing how the CRM vendor or service provider performed its services in a way that met or exceeded the client’s goals and expectations
• The results— the benefits to the client at the end of the day
• Vendor/service provider profile— brief description of the vendor or service provider including contact information

The Benefits of a CRM Case Study in the Selection Process

How tec's crm case studies can help you to find the best-fit crm system, tec’s software selection process.

• Assess : Assess the client’s business processes and goals, gaps in key processes, and discover their functional requirements
• Review : Review CRM solutions and vendor capabilities to meet the client’s business needs
• Identify : Identify the shortlist of CRM vendors and their partner(s)
• Demonstration : Assess CRM solution demonstrations scripted to the client’s business processes
• Proposal : Create and distribute CRM request for proposal (RFP) to vendors to clarify deliverables and project TCO (total cost of ownership)
• Reference : Evaluate CRM vendor and their partner(s) through reference checks from real-world clients on previous projects
• Contract : Perform contract review and price negotiations on behalf of the client for cost savings
• Implementation : Perform oversight and monitor the implementation of the CRM application(s) to enable successful transformation and business growth

Access Our Free Library of Case Studies to Learn More About CRM

TEC provides an extensive library of case studies across all types of enterprise software , including CRM . Below we have selected two TEC case studies that showcase how TEC has helped organizations evaluate CRM software systems and select the ideal CRM system for their current and future business needs: Honor Credit Union (HCU)—A Finance & Banking CRM Case Study Honor Credit Union (HCU), a not-for-profit financial institution, faced challenges with a disparate IT setup and lack of unified CRM system, hindering its customer service efforts. Partnering with TEC, HCU underwent a comprehensive process of business assessment, CRM market review, vendor shortlisting, evaluation, contract review and negotiation, leading to the selection and successful implementation of a CRM system that streamlined back-office processes and enhanced customer experience. Read the case study . Acumed—A Manufacturing CRM Case Study Acumed, a global orthopedic and medical solutions provider, faced challenges with their previous CRM system that lacked functionality tailored to their unique sales needs, impacting visibility into sales performance and consignment-based inventory. With TEC's guidance, Acumed went through a comprehensive evaluation process, including requirement assessments, product demonstrations, and contract negotiations, to select a CRM system that addressed the company's complex needs, facilitated consignment-based sales and inventory tracking, and improved management of customer data. Read the case study .

These enterprise software case studies provide insight into the way business solutions work to optimize key processes through best-fit CRM software systems . For companies interested in more information about CRM selection and implementation, or assistance with their CRM project, please contact us today. Get your free business software case study today!

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7 CRM Implementation Case Studies That Every Growing Business Can Learn From

Updated On: 05 Sep, 2023

“We are surrounded by data, but starved for insights.” ~ Jay Baer, Marketing and Customer Experience Expert

It doesn’t matter how much data is available unless we can derive meaning from it. As per a study, businesses are missing out on $5.2 million in revenue due to untapped data.

Certainly, every business is collecting plenty of data on a regular basis but not every business is using it properly. The difference lies in the fact that not every business is using a CRM that can become a game changer for them.

Also, every customer expects a lot from the chosen brand. So, it requires all businesses, whether growing or established, leverage the power of a CRM and serve their customers better.

CRM may mean different things for different businesses but the ultimate goal is to satisfy their customers through great customer experiences. The many features and functions of a CRM can play a crucial role in this and that’s why 91% of businesses with over 10 employees use a CRM.

However, CRM implementation can be a big task for growing businesses. From finding out what they need from their CRM to making a CRM choice, there’s a lot that needs to be done.  But you are not alone if this seems like a monumental task for you.

1. Omega Financial

2. vk ventures, 3. fitness bell india, 4. moneynotsleep, 5. ajay modi travels, 6. learn digital academy, 7. upanal cnc solutions, want to write your own story, 7 best crm case studies.

To give you the confidence and ideas to get your CRM implementation done right without any hassle, we have put together useful CRM case studies based on our own customers. Every CRM case study here highlights important CRM use cases and vital learnings that can help you in a number of ways.

Take a look at each CRM case study and learn how you can make the most of a CRM and get the implementation done right as per your business needs.

About the Company

Omega Financial is a renowned name in financial distribution that focuses on investment, particularly in mutual funds, and has been operating since 2010. They combine science, data, and technology with human expertise to deliver top-notch wealth management services.

🚩 Challenges They Were Facing

Being a part of the Fiserv sector, Omega Financial deals daily in bulk transactions and processes. Every transaction follows its distinct path and involves various customer touchpoints. Moreover, these transactions take place on a global scale, spanning both online and offline channels.

The main difficulty lay in overseeing the progress of these numerous operations, ensuring no task was overlooked, and assessing the overall business’s well-being. To address this issue, they required a centralized platform that could centralize all operational aspects and foster improved team collaboration.

How Kylas Helped?

Kylas has proven to be a game-changer for Omega Financial, leading to a remarkable enhancement in its operational efficiency. By implementing this CRM, the company has successfully streamlined its processes, enabling teams to work more efficiently and collaborate seamlessly. As a result, productivity has seen a significant boost across the entire organization.

One tangible outcome of this improvement is a remarkable 45% growth in sales. To effectively track and quantify sales performance , the company has adopted a system of assigning weightage points to each deal closed by salespersons.

Prior to implementing Kylas, sales executives were struggling to reach the target of 1500 points, typically achieving only 500-600 points. However, with Kylas in place, the average executive now consistently surpasses the target, scoring higher than 1500 points.  

Customer Testimonial ⭐

“We have seen a 45% increase in our sales in the past year- all thanks to Kylas. My team’s overall performance and productivity have improved because of the automation in the system. Even though Kylas is a Sales CRM all my departments use it on a daily basis. Kylas has helped us transition from hard work to smart work and I would like to rate it 5/5.” – Yogendra. S, Director of Sales, Omega Financial

Read more →

VK Ventures holds a significant position in the e-commerce and fintech sectors. The company has created a portal that facilitates merchants all over India to offer a wide range of financial and utility services. These services include account opening, cash deposits, withdrawals, recharge, bill payments, money transfers, micro-FDs, insurance, and more.

Through this portal, merchants can efficiently cater to their customer’s needs while earning a commission on every transaction they facilitate.

VK Ventures is an active player in the e-commerce and fintech sectors. The company has consistently emphasized providing exceptional services to its customers while prioritizing their needs. To support its operations, VK Ventures had an 80-member sales team utilizing a custom-developed CRM.

However, this CRM, developed in Ahmedabad, proved to be outdated and lacked essential features. As a consequence, the company encountered numerous challenges, particularly in effectively managing the large sales team and tracking leads generated from various marketing campaigns.

Thanks to Kylas, VK Ventures achieved a comprehensive customer view consolidated in a single database. This encompassed essential details like customer names, addresses, financial information, and more, readily accessible to the management.

The implementation of Kylas significantly enhanced operational agility for the company. VK Ventures successfully integrated with various external applications and ensured meticulous recording of every process in the CRM, thereby improving transparency.

The positive outcomes of this transformation manifested in increased sales and overall business growth for the company. VK Ventures now enjoys improved client management and better control over ad campaigns while making judicious expenditures across different sources.

“With Kylas, we have been able to track a plethora of fintech-related customer data with ease. Our sales reps can now instantly respond to customer inquiries, which has led to better conversion rates. The industry will witness growth in the times to come, and we are sure that with Kylas by our side, we will meet customer expectations and scale our business positively.” – Vinay Kedia, Director, VK Ventures

Fitness Bell India is a leading Fitness & Nutrition Consultation firm dedicated to helping clients achieve a healthier lifestyle. The company offers expert health advice, personalized diet plans, and tailored workout routines, all delivered through the collaborative efforts of a team of professionals, including dieticians, trainers, and healthcare experts.

With their guidance, Fitness Bell India can help you start your transformative journey towards improved health and a better physique.

Prior to adopting Kylas, Fitness Bell depended on Excel sheets to store customer records. Unfortunately, this manual data entry method was prone to human errors and consumed a significant amount of time.

As a consequence, data often became fragmented across multiple sheets, making it cumbersome to access historical information and past communications with prospects or clients. This disjointed flow of communication resulted in decreased customer experience and satisfaction.

Furthermore, the inflexibility of Excel sheets meant they couldn’t be customized to suit the company’s specific business needs, further hindering their operations. The absence of customized reporting capabilities also made it challenging to make data-driven decisions, adding to their business challenges.

Fitness Bell found the perfect fit for their needs with Kylas CRM, designed specifically for fitness professionals to efficiently engage, follow up with, and sell to clients. This user-friendly CRM empowered Fitness Bell to manage its sales process seamlessly, including contract renewals.

With Kylas, the sales team streamlined day-to-day operations related to data management, securely organizing all customer data for efficient nurturing and personalized touchpoints. Sales representatives tracked interactions with customers, while Kylas’s adaptability accommodated various membership options.

The sales manager easily assigned leads and tasks to specific staff members, ensuring timely follow-ups. The customizable dashboard provided comprehensive oversight for management, and Data Export functionality simplified data transfer.

Fitness Bell gained valuable insights for decision-making through crucial sales metrics and customized reports. Kylas’s multiple integrations fostered better relationships and faster conversions while linking WhatsApp business accounts strengthened customer connections.

Kylas played a vital role in promoting CRM adoption within the sales team, contributing to improved efficiency and success.

“With Kylas, we could scale up sales and improve customer engagement in the past 3 months. Features like Smart Filters helped us to filter data, identify hot and warm leads, and prioritize our leads. We are very happy to say that Kylas not just helped in team collaboration, but improved customer engagement as well.

Kylas does a great job of listening to its customers and keeping up with their feature-related demands. It’s a trustworthy platform that has helped in our path to success.” – Himanshu Kumar, Co-Founder, Fitness Bell India

MoneyNotSleep stands out as India’s pioneering Financial Media House tailored exclusively for Part-Time Traders. Established on December 8th, 2020, MoneyNotSleep is dedicated to delivering essential financial news updates, highlighting investment and trading opportunities, and providing market predictions for the best-performing stocks, equities, bonds, and companies.

Amidst the Covid challenges, MoneyNotSleep ventured into creating a platform for potential investors to build wealth through trading channels. However, as the business grew, it faced several hurdles. One major challenge was handling fragmented data stored in Excel, making it difficult to track leads and deals, impacting sales performance and growth.

The lack of team collaboration in closing deals was apparent, with internal communications suffering, leading to missed information by sales reps. Transitioning to a remote workforce during the pandemic added complexity in monitoring the sales team’s activities.

Recognizing the need for a comprehensive solution, MoneyNotSleep sought to reevaluate its technology strategy. They needed a scalable, integrated, and efficient platform to cater to bespoke needs while enhancing customer experience. Flexibility and adaptability were vital factors in their search for the right solution.

When the pandemic forced MoneyNotSleep to transition to remote work, coordinating with their dispersed sales teams became a challenge. However, Kylas proved to be a savior, facilitating collaboration among remote sales reps and significantly improving team performance.

Kylas brought about a revolutionary change by providing a comprehensive view of customers through centralized data management. The sales team could now track every interaction with leads, customers, and deals, gaining insights into customer behavior to cater to their needs effectively. This transformation from fragmented processes to a fully-integrated system empowered managers with complete control and visibility.

The multi-metric & multi-dimensional Reporting feature in Kylas enabled the sales team to generate performance and sales forecasting reports efficiently, surpassing the previous manual methods of progress tracking. Even while working from home, the sales manager could closely monitor the team’s activities and productivity.

Kylas streamlined data importing, particularly from external sources like their Leads databases, saving time and reducing manual tasks. With routine tasks automated, the sales team’s productivity surged, resulting in a faster sales process pipeline.

Inter-team communications improved significantly with Kylas, enabling a clear visualization of the entire customer journey and facilitating necessary corrections. The Kylas mobile app made curating client information more convenient, leading to better customer support on the go and enhanced satisfaction.

Reflecting on their journey with Kylas, Nishant appreciated the improved flow of information within the organization, directly impacting the end user’s customer experience positively. Kylas played a crucial role in helping MoneyNotSleep navigate the challenges of remote work during the pandemic and elevating their sales operations to new heights.

“After implementing Kylas, the sales team started leveraging the full potential of Kylas’s automation capabilities to take over a number of activities currently executed manually. Kylas has made our sales team more efficient and effective by automating their daily activities, reducing manual efforts, and saving time. Now our sales team can focus more on selling.

I am excited to say that with Kylas, the sales activity has increased by a whopping 150% in the last 3 months. Not just that, the revenue also went up by 20%. Kylas has allowed us to support clients better in the selling process, in turn, leading to greater customer satisfaction.” – Nishant Mishra, Co-founder, MoneyNotSleep

Ajay Modi Travels , based in Ahmedabad, is a well-established travel service company renowned for its diverse range of travel-related offerings across India. With over two decades of experience, the company remains dedicated to delivering top-notch services and tailor-made holiday packages to its valued customers.

The Indian travel and tourism industry took a hit during the pandemic, causing a significant decline in both domestic and international travelers. Ajay Modi Travels also experienced the adverse effects of this situation, leading to an unexpected slowdown in their business.

As the pandemic situation gradually improved, the travel industry began to witness signs of recovery, and Ajay Modi Travels saw a surge in inquiries. Recognizing the opportunity to capitalize on this increased interest and fortify their position in the market, the team decided to take action.

The influx of inquiries brought a diverse range of requests for customization, highlighting the need for a robust system to manage customer data and streamline all processes. Additionally, handling bulk data through manual entry became inefficient, prompting the search for an automated solution that could efficiently manage appointments and booking deadlines, ensuring no opportunities were missed.

Thanks to Kylas CRM, Ajay Modi Travels achieved a comprehensive 360-degree view of their customer database, including crucial details like names, addresses, booking history, and more. This enabled travel agents to efficiently manage customer accounts and handle bookings, saving valuable time.

The streamlined tracking of miscellaneous travel-related data made responding to inquiries easier, improving conversion rates.

Mr. Alaap Modi expressed satisfaction with Kylas’s support and customizable features. The platform seamlessly integrated lead capture forms, prioritized inquiries, and assigned them to the right agents. Workflow automation empowered in-house tour managers to create custom rules based on customer preferences.

With Kylas’s automation, concerns about missed appointments or inquiries vanished, as custom rules ensured prompt communication through emails and reminders. Mr. Alaap Modi also praised Kylas’s receptiveness to new ideas, making the partnership even more valuable for Ajay Modi Travels.

“Currently, we have 20+ users using Kylas, and let us tell you that they have not missed a single lead or call from any prospective traveler. Kylas didn’t just help us boost our sales; it also helped us build strong relationships with our clients. In fact, in the last 6 months, our sales increased to 30% and our customer satisfaction improved by 20%. This CRM is beneficial for businesses looking forward to scaling new heights. I would recommend Kylas CRM to everyone in the travel & tourism industry.” – Aalap Modi, Co-Founder, AjayModi Travels

Learn Digital Academy is a specialized training institute committed to empowering students with university certifications and on-campus placements. Distinguished as India’s sole awarded agency-based digital education institute, they offer a comprehensive learning journey encompassing training, certification, internships, and placement opportunities.

With a dynamic team of professionals, their mission revolves around upskilling aspiring individuals in cutting-edge disciplines like digital marketing, data science, artificial intelligence, and graphic design. As they continue to grow, Learn Digital Academy remains dedicated to providing a transformative learning experience for all.

As Learn Digital Academy expanded as an Ed-Tech business, its counselors found themselves handling a substantial amount of information daily. Initially, they utilized LeadSquared as their CRM for the sales team. However, when the management made the decision to downsize the sales team, they had to transition to using Excel and Google Sheets for data management.

The counselors at Learn Digital Academy regularly reached out to prospective students to identify suitable candidates and boost enrolments. Managing call logs for each call on Excel became a challenging task, leading to difficulties in following up on inquiries promptly, which ultimately resulted in a decline in the enrolment rate.

Recognizing that Excel sheets were no longer sufficient to meet their needs, Nishant realized it was time to explore alternative solutions for their data and customer management requirements.

Kylas CRM proved to be a game-changer for LearnDigital Academy, streamlining student enrolments and admissions with its comprehensive view of every contact and inquiry. The team seamlessly synchronized inquiries from various sources, efficiently tracked incoming students and stored all their details in one centralized location.

The Bulk Update and Bulk Delete features offered by Kylas CRM significantly reduced manual efforts, enabling the team to manage a large volume of student inquiries effortlessly and save valuable time.

Nishant highlighted the transformative impact of Kylas CRM on their counselors, who can now make one-click calls to candidates through IVR directly from the platform, greatly enhancing their outbound efforts.

Moreover, Nishant commended the seamless onboarding and adoption process for this new platform. The availability and responsiveness of Kylas’s Customer Success team through various communication channels, including Telephony, Chat, WhatsApp, and Email, impressed Nishant.

He further praised the team’s promptness in responding to queries within an hour and resolving issues within 24 hours, always handling their requests with utmost priority.

“Kylas’ notes, task reminders, and meeting updates have helped our counselors organize their daily tasks better. Our productivity has improved with this CRM system and most importantly- now we do not miss out on a single lead.

The productivity dashboard, multi-dimensional reports, and Smart Lists in Kylas helped us track inquiries that needed follow-up by our counselors .

I am delighted to say that due to timely follow-ups through Kylas’s automated messages and emails, our overall enrolment rate has improved significantly by 30%.” ­ – Nishant Jhunjhunwala, Co-Founder, Learn Digital Academy

Established in 2011, Upanal CNC Solutions specializes in offering service and maintenance programs for all CNC machine services. As a prominent wholesaler and dealer, Upanal provides a wide range of products, including Milling Machines, Turning Machines, CNC Machine Spare Parts, and more.

Headquartered in Bengaluru, Upanal is known for its tailor-made service and maintenance programs, catering to various needs, from simple care maintenance of technically challenging CNC machines to handling exceptional masterpieces in the industry.

Upanal CNC Solutions, a thriving business, upholds the belief of delivering top-notch service at competitive rates, all while understanding and catering to the unique requirements of its clients. As its clientele base expanded rapidly, Upanal recognized the importance of having a cohesive system that could provide a clear overview of its sales pipeline.

To meet their evolving needs, Upanal sought a CRM solution that would efficiently organize their sales team’s workflow and minimize errors in data collection. They required software that would enable their sales team to consistently follow up with clients, thereby enhancing the likelihood of lead conversions.

Thanks to Kylas, Upanal gained invaluable transparency, allowing them to access a comprehensive view of each customer’s activity log in a single place. The need for centralized information concerning clients, leads, and deals, including contacts, calls, past meetings, and opportunities, was fulfilled, significantly enhancing the visibility of their sales pipeline .

When asked about the top three features appreciated by Poonam, she highlighted Kylas’s ability to create custom reports and provide insights into sales performance. The automated workflows were also a standout feature as they allowed for streamlined sales processes. Additionally, the in-app notifications kept the sales representatives updated, ensuring no important updates or tasks were missed.

“Not only that, Kylas’ robust customer service helped us with quick training that helped our team get adapted to new business processes easily. Transitioning from one software to another was effortless.

It has been going great with Kylas and I am glad we made the switch. As a sales CRM, I would rate it 4/5.” – Poonam Anvedkar, Internal Sales Team Leader, Upanal CNC Solutions

With the right CRM in place, you can serve your customers in the best manner possible. If the CRM implementation is done correctly, it doesn’t matter how much your customer expectations evolve. You will always be on top of your sales.

If you want to understand how Kylas can help your business grow, Schedule your Demo with us and we will tell you how.

Shagun Sharma

Shagun is a content marketer at Kylas, extremely well-versed in all things Marketing. She works closely with the sales team to create best-in-class content for our readers. Her experience combined with her thorough research skills makes all her blogs very in-depth and insightful. In her leisure time, Shagun enjoys hiking, gardening, and immersing herself in music.

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Three CRM implementation case studies you can learn from

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Covering the key issues faced by businesses selecting and implementing CRM.

UK Hotel Chain

In this case study , ensuring staff involvement, consistency and adaptability was key to the implementation of the hotel’s CRM.   Let’s break it down into sections:

Adaptability – you need to include room for growth and transformation as failure to do this may result in your CRM not expanding as your brand and customers do.  This hotel chain did it right so as they grew, the CRM enlarged with them.

Consistency – this issue reared its head when it was found that the sales team and customer service department were not entering data in the same way; this can result in duplicate and inaccurate records. Everyone needs to sing to the same hymn sheet so it is a good idea to have an official process documented for data entry, ensuring that everyone is briefed.

Staff involvement – failure to involve staff from day one meant that some staff were averse to using the new CRM.  Everyone should be included in the collaboration from the beginning and included in the de-brief once the new system is in place.  You will be assured of everyone knowing what to do and staff will feel included and involved.

International Bank

Here the bank had to quickly learn that they focused on technology at their peril and that customer relations should always be a priority. By becoming too absorbed with technical aspects and not thinking about how the CRM would impact upon customers, processes had to be revised and changed.  

You can learn from their mistakes by making sure that your CRM strategy is influenced by all of your customers, current and new.  Maintaining a strong relationship between your sales and customer service team and consumers is one of the biggest assets that CRM technology can influence.  By ensuring that your CRM tactics enhance your image and do not dilute it, your company will be seen to be far more approachable.

Retail Outlet

Does your CRM system provide you customers with a great level of satisfaction?  If not, you may fall into the same trap that this retail outlet did . Because they did not set the CRM up correctly when the system was implemented, customer surveys soon revealed that many were being left feeling less than happy.  Once the information from all outlets had been analyzed, the CRM had to be tweaked so that customer service staff could respond quickly to customer complaints or product questions.  

Don’t expect your CRM vendor to tell you what to do; analyze your own data and analytics and take notes of any issues that crop up.  If you find the same hurdles cropping up frequently, then you need to make a change quickly or risk customer relationships being damaged.

So as you can see, not everyone gets it right first time but by learning from their mistakes you can improve your own success rate and increase sales accordingly.

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4 Amazing CRM Case Studies You Should Go Through in 2022

Are you a business owner? Do you think your company has adapted to the evolving digital landscape?

While you may have figured out most of it, there is one important thing you should know if you want to be successful. 

Simply having the best product or offering the best services will not guarantee profitability. It is very important to forge strong relationships with your customers and work on boosting retention and loyalty. 

If you are wondering how you can improve customer relationship management, here are a few amazing CRM case studies for you. 

As more and more companies turn their attention to enhancing customer loyalty and retention, customer relationship management tools have become very popular. 

Besides, even the arrival of the COVID–19 pandemic has accelerated the demand for tools of CRM since 2020. The CRM market is expected to reach a market size of $129.9 globally by the end of 2028 [1]. 

So how have the big brands cracked the code and why are they so good at CRM? How do they do it?

To answer these questions, we are going to bring you some case studies which will give you a fair idea. 

Without wasting much time, let’s dive straight in. 

SEE ALSO: 7 Marketing Automation Trends to Look Out for in 2022

Understanding how big companies do CRM: Case studies

1. apple crm.

Apple, the brand itself does not need any introduction. 

The company which was founded by Steve Jobs is a global phenomenon and continues to send ripples of excitement during product launches. 

Apple has rolled out revolutionary products including the iMac, iPhone, iPad, and Apple TV. While there are no apprehensions pertaining to the quality of these products, Apple leaves no stone unturned to ensure customer satisfaction. 

Let’s explore how Apple leverages Apple ID.

If you have used iTunes, you will know that you need an Apple ID. Besides, even if you use an Apple device, you will need an Apple ID to register it. 

Your Apple ID syncs with all your devices to keep track of your movie and music choices and offer customized recommendations based on that information. 

What problem is this solving? It provides users with a higher level of convenience.

Apple uses the data it has collected to understand what its customers are looking for enabling them to improve their targeted marketing strategies. 

This is a classic case of a well-done CRM. 

2. Uber CRM

Uber hit the market in 2009 and since then has been at the forefront of the ride-sharing revolution. 

Today, Uber is a household name in many parts of the world, but the big question is, can it continue its dominance in the future? Well, we will have to wait and find out. In the meanwhile, we can take a look at how Uber has acquired more than 95 million customers worldwide. 

It is no secret that Salesforce has powered Uber’s CRM strategy and helped the company reach new milestones. 

Salesforce, one of the leading CRM vendors in the world helps Uber collect data from users who are engaging with the brand on social media. This approach helps Uber address customer queries and complaints in a timely manner. 

Besides, Uber can also keep track of all interactions with customers via an intuitive dashboard. 

Let’s not forget Uber’s loyalty program which allows customers to collect Uber Rewards. 

Every user earns points when they ride or eat with Uber, which can be redeemed across Uber’s plethora of services. 

It is safe to say that it is a textbook example of a brand acquiring customers by incentivizing them. 

3. McDonald’s

Did you know that McDonald’s serves around 1 million customers only in the UK? The number is projected to be anywhere close to 65-70 million across the world. 

So what is the secret sauce behind ensuring that customers keep coming back for more?

McDonald’s CRM strategy is second to none and this is why this is an interesting CRM case study. 

McDonald’s has joined hands with Astute Solutions. This partnership enables the global fast-food company to gain deep insights into customer feedback and their satisfaction levels. 

The company can also evaluate a restaurant’s performance based on region and swiftly identify gaps in customer relationships. Besides, this allows McDonald’s to step in before even the smallest of issues turn into serious problems. 

Astute Solutions works with McDonald’s to offer real-time customer information, integrate information from its restaurant into an advanced CRM tool, and enhance the accuracy of its reporting to facilitate sound decision-making. 

4. British Airways

The aviation industry is highly competitive and very consumer-oriented. Even a single bad experience is enough for customers to never look back.

So how does British Airways manage to fly more than 145,000 passengers to over 200 destinations each day? Why do customers love Birtish Airways?

The answer is clear – it’s Executive Club. 

The British Airways Executive Club is an excellent example of one should do CRM loyalty schemes. 

The program is free of cost and does have any ongoing charges. It allows passengers to earn ‘Avios’ points when you buy holiday packages, car rental, hotels, and flights via British Airways or its affiliated partners. 

These ‘Avios’ points can be redeemed for discounts on accommodation or flight tickets. Users can also choose their seat and meal preferences, paving the way for a flawless booking experience. 

As customers continue to fly with British Airways, they will be able to advance through the different tiers of the Executive Club membership (from blue to Gold). 

British Airways keeps track of this information using a CRM system named Teradata. It allows the airline operator to stay on top of all customer bookings and how they are engaging with their offers and deals. 

Learn, adapt, implement 

What are the key takeaways from all of these CRM case studies? 

Customer is the king, and if you treat the king right, your business will flourish. 

Having said that, it is important to have a full-proof CRM strategy in place to ensure you strengthen your relationship with your customers. It is critical that you start creating strategies to pull in more leads, manage deals in the pipeline, and foster healthy customer relationships. 

You will have to figure out a way to improve customer engagement, track your engagement, and also identify a way to improve your brand’s value. 

These CRM cast studies have made one thing very clear modern CRM software is a key part of this puzzle. 

If you are looking for a CRM software to take your customer relationship management to the next level, you can check out the different tools on our website. 

Read our reviews, compare different CRM solutions, and find a solution just for you. 

SEE ALSO: 5 Bold Predictions for CRM Software in 2022

Feature Image Source: rawpixel.com

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Image 2 Source: rawpixel.com

[1] O’Connor. E (2022) “ TOP 50 CRM STATISTICS AND TRENDS FOR 2022 ” EPC Group [online] Accessed [March 2022]

Karandeep V

Karandeep was born in Pune, Maharashtra, an upcoming metropolitan city in the Western region of India. While most members of his family are engineers, he had different ideas. He was more inclined toward exploring the non-technical aspects of a business, which is why he studied Bachelors of Business Administration at Symbiosis International University, Pune.  Having said that, his love for new and upcoming technologies remained intact, which is why he has written extensively about technology throughout his career. After a brief stint with a gaming company at the beginning of his career, he discovered that his love for writing was not temporary.  Being a tech geek, he always liked installing and playing around with new applications on his mobile devices and the home desktop. He was fascinated by how technology can simplify even the most mundane and complex tasks with just a few commands. He keeps a close eye on how businesses use different tools to streamline their operations to boost productivity and efficiency. At ToolsMetric, he writes product reviews that cover the main features and specifications of different enterprise applications. The sheer amount of innovation and hard work that goes into building these tech solutions is one of the reasons why Karandeep loves reviewing these tools. Besides product reviews, he also writes interesting news articles and blogs that track the latest developments in the tech industry.  When he is not writing, you can find him rooted to his seat playing video games, watching movies, or supporting his favorite football team. Since his childhood, he has always loved to travel and explore new places. Traveling is a major part of his life due to a myriad of reasons such as experiencing new cultures, food, and traditions. His other hobbies include playing football, cooking, and running.  You can find him on LinkedIn here .

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Case Studies: How NetSuite CRM Delivers Greater Customer Segmentation and Lead Scoring

Barney Beal , Former Content Director

March 10, 2022

With its full suite of applications that span the business processes of multiple departments, many organizations recognize the value that NetSuite brings to financial, professional services and operational teams. And frequently, these organizations also exploit the additional value of having a customer relationship management (CRM) system built on the same platform.

These customers benefit from the flexibility that NetSuite CRM provides, with capabilities that support customer self-service, closer collaboration among dispersed teams and better customer segmentation through lead scoring mechanisms, improving productivity.

As Employees go Remote, NetSuite CRM Delivers

Many businesses benefitted from NetSuite CRM (opens in new tab) when the pandemic struck and employees began working from home.

For Depatie Fluid Power Co., an industrial design and distribution business in Kalamazoo, Mich., the COVID-19 pandemic forced the company to rethink how it interacts with customers.

“We’re B2B, so expecting the customer to go in and sign something was an issue for us,” said Ryan Thomas, group manager. “That customer separation made us create a way to communicate with them and share it with our organization.”

Depatie created a mobile app for its customers that allowed them to access NetSuite CRM records and see things like inventory availability and case status. That has also created more opportunities for customer self-service.

“We would have had [a paid rep] doing that, whether answering calls or taking orders. Now customers are doing it themselves,” Thomas said. “We leveraged the core CRM and built it out in a way that made sense for our business.”  

How Social Media + CRM Opens New Opportunities

Businesses now routinely turn to social media to connect with customers, and including social media data in CRM systems has become a vital aspect of understanding and acting on customer behavior and desires. NetSuite customers are adding that social media data into the customer record.

“Social media has been a big adjustment for us. Our business is a lot of farmers so they like their paper stuff,” said Shana Rowlette, CFO of Mann Lake Bee and Agricultural Supply in Hackensack, Minn.

Mann Lakes uses customized links on Facebook and other channels to track where customers are coming to the website from.

“That allows us to better market to our customers,” Rowlette said. “If they’re somebody new, I don’t want to send them an advanced beekeeping catalog.”

On Deck Sports, a Braintree, Mass.-based distributor of baseball and softball equipment has seen a “huge investment in social media and huge growth in our follower base,” said Jeffrey Bernstein, marketing operations manager. “Our cost per lead has been driven down quite a bit in the last two years and little else has changed in the business.”

Mann Lake saw social media as an effective way to reach people overwhelmed with email marketing.

“Our marketing team found, with the pandemic, everyone’s inbox is full of email—marketing emails and coupon codes,” Mann Lake’s Rowlette said. “It’s possible for marketing to create a really nice campaign, but that individual probably got 50 of those that day. Social media became a strong alternative.”  

Lead Scoring and Segmentation Boost Customer Retention

Many NetSuite CRM customers are undertaking projects to score leads and segment the customer prospect base within the CRM system to improve customer retention (opens in new tab) .

“We use that for a whole lot of different things. It triggers drip campaigns with details on how to install our products and customer testimonials,” On Deck’s Bernstein said. “Our outbound program has seen tremendous growth. In the last four to five years, we went from retaining 20% of customers in one segment to 78% right now. Having our sales reps build those relationships has been transformative.”

Mann Lake uses NetSuite to segment its commercial beekeepers from backyard hobbyists.

“Our sales staff knows right away if they get a commercial beekeeper spending thousands of dollars with us,” Rowlette said. “Our sales staff can see who the customer is and route them to the right person so the customer doesn’t get frustrated.” And that’s especially helpful where the company may have less experienced sales staff that may not understand the nuances and needs of these customer segments.  

Selling the Sales Team on CRM’s Benefits

The success of any CRM project (opens in new tab) , whether it’s part of a unified suite or a standalone system, depends on getting sales staff to actually use the software. Businesses should address this factor early on.

Depatie has taken a different approach to commissions to encourage CRM adoption. Any opportunity that goes through the CRM system and is closed by a commissioned sales rep gets extra margin on commissions.

“We know that’s new business and we’ve qualified it and they’ve turned it into revenue,” Thomas said. “Instead of traditional transactions and driving commissions off of quotes, we’ve leveraged that to get our teams engaged with the CRM.                

How Unified CRM and Financials Can Differentiate Your Business

These NetSuite CRM users are, naturally, at different levels of maturity with how they’re using NetSuite CRM, but they all agree on the value it provides. Many of them examined other solutions, like Salesforce.com, and eventually elect to use NetSuite’s CRM tool instead. Depatie even launched Salesforce.com and went back to NetSuite.

“We needed the execution piece more than we needed CRM,” Thomas said. “Our sales team asked for Salesforce. We said, ‘do you really want another system? Did those features outweigh the fact that you’re going to have two systems?’ It felt like [implementing NetSuite CRM] was a nice gradual step forward. NetSuite allows us to take greater control over the customer relationship.”

As a smaller organization, Mann Lake took it slow when it started with NetSuite.

 “We weren’t coming from a prior system. We didn’t want to go overboard from day one,” Mann Lake’s Rowlette said. “We worked closely with sales managers and departments to understand the key information we’re looking for. We made sure the sales team understands why we’re adding that stuff and what the benefits are to them or the company.”

Learn How NetSuite Can Streamline Your Business

NetSuite has packaged the experience gained from tens of thousands of worldwide deployments over two decades into a set of leading practices that pave a clear path to success and are proven to deliver rapid business value. With NetSuite, you go live in a predictable timeframe — smart, stepped implementations begin with sales and span the entire customer lifecycle, so there's continuity from sales to services to support.

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Apple CRM Case Study

• Apple Timeline
• Apple’s CRM Strategy: the Secret to Success
• Top 4 Ways Apple Uses CRM

1. Knowing its customers

2. anticipating customer needs, 3. stores focussing on customer experience, 4. branding that speaks to a generation.

• What's Next?

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“I’d rather be a pirate than join the navy.”

To this day, Apple co-founder and former CEO Steve Jobs’ famous words define the company’s attitude and ambitions.

And, though Apple is most well-known for its innovative founder and ethos for doing things differently, the real secret to the tech giant’s success is something all successful brands do well. We’re talking, of course, about Apple’s CRM (customer relationship management) strategy – how Apple keeps its billion-strong customer base happy, hungry, and coming back for more.

And it must be doing something right. Because despite eschewing traditional forms of customer retention – Jobs was famously opposed to market research, and Apple still doesn’t run a formal loyalty scheme – the company has built one of the most enduring, exciting, and enigmatic brands of all time .

Let’s take a look at Apple’s CRM case study, and explore how your business can learn from the best.

The Apple story

1976: Steve Jobs and Steve Wozniak begin testing the first Apple computers in the basement of Jobs’ childhood home in Los Altos, California.

1980: Apple becomes a publicly traded company.

1983: Apple launches the Lisa, though it sells poorly and is plagued by slowness and compatibility issues.

1985: Steve Jobs resigns.

1994: Apple releases its first powerPC-based desktops and notebooks.

1997: Steve Jobs returns to Apple.

1998: Apple releases the iMac. This is followed by iTunes and the iPod (2001) , the MacBook Pro (2006) , and the iPhone (2007) .

2011: Apple becomes the world’s most valuable publicly traded company, though this triumph is marred by Jobs’ death in October.

2014: Apple launches both the Apple Watch and Apple Pay.

2020: Apple is worth $2 trillion.

2021: Apple partners with Product Red (RED) to combat HIV/AIDS and safeguard vulnerable communities from COVID-19.

2022: On the first trading day of 2022, Apple becomes the first US company ever to reach a market value of $3 trillion.

2023: The start of 2023 marks another milestone for Apple, as it reports that there are over 2 billion active Apple devices.

The years between 2020 and 2022 were good ones at the office for Apple, as it grew its revenue from $274.5 billion to $394.3 billion .

Apple’s CRM strategy: the secret to success

“You’ve gotta start with the customer experience, and work backwards to the technology.”

Steve Jobs , Apple co-founder and former CEO

You can boil Apple’s CRM strategy down to just two words: Apple ID . Let’s explain.

When you take your first Apple product home, you’re asked to create an Apple ID – a unique profile that syncs across all Apple devices you own. This ID allows Apple to remember your purchases with the Apple Store, and provide personalised recommendations for music and films. You can even share content and cloud storage with other members of your family, and monitor your kids’ purchases.

For Apple, it’s a self-renewing, seemingly limitless data set, allowing it to constantly tailor its services and re-engage customers with handpicked deals, discounts, and products. Not only is this targeted marketing done effectively, but it also engenders a sense of loyalty and familiarity with Apple’s brand and ethos .

Apple ID, used in conjunction with Apple’s rich ecosystem of products, is the core of Amazon’s CRM strategy – and, ergo, its wild and ongoing success. But that’s not the only trick this Silicon Valley behemoth has up its sleeve.

Let’s take a look at the top four ways Apple uses CRM – and how your business can follow suit.

▶ Read more: The Best CRM Systems for Small Buisnesses

The top 4 ways Apple uses CRM

No self-respecting article would be complete without a healthy peppering of Steve Jobs quotes, right? So here are four, each one demonstrating how Apple walks the talk when it comes to its lofty CRM goals and strategies.

“Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realise it themselves.”

It’s an ambitious aspiration, but one that Apple follows through on. Apple’s consistently high NPS (Net Promoter Score) ratings indicate that it’s remarkably good at retaining its customers. Loyalty rates research from Statista confirms that 92% of iPhone users in 2022 were unlikely to change brands from Apple.

Apple’s CRM usage is a huge factor in its great customer retention. For decades, Apple has used CRM to get to know, connect with, and nurture those connections with its customers. Sending a series of emails to customers who have visited Apple stores is one of its fundamental marketing methods, however, selling new products is not the purpose of these emails. Instead, they are sent to inquire how the staff at the store handled the customer while they were being serviced. This way, the impression of being well-cared-for by Apple is remembered, forming a bond between customer and company.

Also fuelling Apple’s commanding customer retention scores is its stellar technical support. Whenever you buy an Apple product, you have the option to schedule in a tailored, one-to-one session with a specialist – exploring your new device’s best features, and fine-tuning it to your tastes.

Apple’s commitment to understanding the individual is no accident . It’s a carefully plotted out CRM strategy, and it’s paying stunning dividends.

▶ Read more: The Best Cheap CRM Systems

“[The computer] took us three years to build. If we’d given customers what they said they wanted, we’d have built a computer they’d have been happy with a year after we spoke to them – not something they’d want now.”

It’s clear Apple’s understanding of its customers runs deep. Yet, paradoxically, Jobs was famously opposed to market research . Rather, Apple’s intimacy with its customers has traditionally stemmed from the company’s empathy with their pain points and needs.

In contrast to Jobs’ guiding ideas, the company’s current strategy is to build lasting relationships with its clients. Apple’s CRM is programmed to collect customer data once an Apple ID has been registered. When they’ve registered, Apple’s CRM strategy is to inform and teach its customers about the benefits of owning this great Apple product.

Another way for Apple to learn about its customers’ satisfaction is by sending a survey or an NPS Apple poll after making a purchase. These surveys would gather information about the customers’ level of satisfaction or if the product is highly recommendable. Apple employees would use this feedback to their advantage and work on improving its service.

It’s this, above all, that’s driven Apple’s desire to innovate – to expand and evolve its offerings to meet not only its customers’ current requirements, but those of their futures, too.

Because if it isn’t game-changing, Apple won’t do it . The iPhone, iPod, and iPad were all ahead of their time, while iTunes was once the only legal online catalogue of songs to feature music from all five major record labels.

With Apple TV now producing original content and Apple Pay redefining how we shop, Apple’s innovation is a hallmark of its desire to grow with the needs of its users.

Want more? Discover how CRM is redefining the success of other major brands with our CRM case studies .

“How does somebody know what they want if they haven’t seen it?”

It’s a good question, and one that continues to define how Apple operates its physical shops.  Apple’s retail departments and staff are built with the individual in mind – to ensure its customers have an experience, rather than simply make a purchase. Anyone who’s ever visited one of Apple’s stores will back this up, too – they’re places of wonder, where you can explore the latest technology at your own pace.

Apple’s use of CRM in-store is a testament to its long-term mentality. An immediate sale is good, but an ongoing relationship with a customer is more profitable . By foregoing conventional sales tactics, Apple’s shops create value by encouraging browsers to love and appreciate the benefits of having an iPhone, an iPad, or the latest Apple Watch.

And, by training its employees to understand (and not just sell to ) those that enter its stores, Apple cultivates a more engaged, loyal customer base that prioritises the person, rather than the product .

Using this CRM technique helps Apple personalise its relationship with its customers. Its software archives customer profiles, which allows the staff to provide a quality customer experience.

Not only that, but when a customer comes into the store, the experience doesn’t just stay there. Apple’s CRM is used so extensively in their retail structure that every encounter gets programmed into Apple’s system. Apple automatically sends out a survey to your email after your purchase, which enables the staff to improve brand awareness and value every feedback.

“Design is not just what it looks like and feels like. Design is how it works.”

Apple is… a cool company. Whether you buy into its products or not, Apple’s pull is undeniable. Boasting one of the most iconic and instantly recognisable brands in the world, it draws huge queues at product launches, while thousands of user-generated videos online are dedicated to ‘unboxing’ Apple devices.

But Apple’s brand is more than just a byproduct of designing products that look, feel, and work well . Its ecosystem of products – each of which functions seamlessly with the rest – engenders loyalty with the brand, while rewarding the customer for choosing Apple.

Better still, Apple’s branding has succeeded where plenty of other big companies have failed – by appealing to millennials. Research shows that Apple is among the top ten brands that millennials ( and Generation X, too! ) feel feel an affinity with , and it’s not hard to see why.

With simple, stripped-back product designs, a commitment to sustainability, and a playful tone of voice, Apple (quite literally) speaks to whole generations.

Take Twitter, for example. Millennials often use this platform and Apple’s simple strategy of posting a tip of the day, which varies from images to short videos, is highly appreciated by its customers – one of Apple’s most recent tweets, a tip about tidying up your desktop, garnered over 200 likes, more than 70,000 views, and a dozen replies after just a few minutes.

Importantly, the tips Apple shares are useful for everybody that uses Apple products, even if they aren’t even in need of any technical advice. Plus, when customers comment on Apple’s social posts, the company always responds. Engaging with users shows commitment to listening to what they have to say, which makes them feel valued and, therefore, boosts their loyalty.

Coincidence? Or the result of a clear CRM strategy, planned and executed to perfection? We’ll let you be the judge.

▶ Read more: How Much Does CRM Software Cost?

What’s next?

To nobody’s surprise, Apple’s CRM strategy breaks the mould. Rejecting the ‘hard sell’ approach, Apple has kept the customer at the forefront for decades. Overlooking market research, loyalty schemes, and traditional forms of customer retention and marketing, Apple can sell its products on hype alone. So, how can Apple’s trailblazing CRM strategy inform your own business’ CRM targets?

Well, you need to know your customers. You have to be able to speak to them in their own language, avoiding jargon and using phrasing that will resonate with them. You need to look to the future, to monitor consumer trends, and design your products so they’ll still be relevant in the years to come.

In short, you’ll require a CRM strategy. And to execute that – and avoid the common CRM problems that come with the territory – you’ll need a CRM system like one of these:

var appWikiRequestUrl = “https://appwiki.nl”;

To learn more about what this software can do for you, check out our guide to the best CRM systems for small businesses.

Otherwise, you can get a tailored quote just for your business – start comparing CRM software quotes with us, today .

Visit our free quote-finding tool to provide us with some details about your business’ CRM requirements – specifically, your team’s size, and the specific functions you’ll need the software to perform. It takes about 30 seconds to do, and then we’ll match you with one or more carefully curated CRM providers , who’ll be in touch directly with tailored quotes. Simple!

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CRM and CX Case Studies

CrmXchange has cultivated a well-regarded reputation as a leading online resource for the very latest industry information on best practices and customer relationship management.  Contact center vendors provide valuable information on strategies and software to further educate your staff and enhance your overall productivity.

Find ways to improve your own business operations. No matter what goals you are interested in accomplishing, you’ll find the ideas and tactics that you will be able to utilize for years to come.  Be sure to check back often as this directory is continuously being updated.

Casio grows eCommerce customers 27% in a year with HubSpot CRM

Casio UK and Ireland needed a new engine to power its inbound marketing activities. Since implementing HubSpot CRM, they nurture leads more effectively, improve alignment between marketing and sales, optimise campaigns with concrete data and accelerate revenue growth.

£1M Net revenue from email campaigns

13 Million Impressions using HubSpot Ads

54% Increase in web visits

About Casio

Casio has grown to become one of the leading manufacturers of consumer electronics and business equipment solutions. Casio UK and Ireland is part of the iconic multinational electronics company. It markets and sells calculators, watches, medical devices and musical instruments to both B2B and B2C customers.

Company Size:

Accelerating business growth

Back in 2015, Casio UK and Ireland wanted to hit the multiply button on eCommerce growth. They already had a strong inbound strategy, but weren’t fully satisfied with the engine that drove it.

Their custom-built CRM provided no clear picture of prospects from first touch to closed deal. Meanwhile, their marketing automation platform—Marketo—was difficult and inefficient to use.

Casio wanted to achieve more. On the marketing side, they wanted to meet the needs of different prospects with relevant and timely content. They also wanted to implement automations to help their resources go further.

Once they’d discovered and nurtured great prospects, they needed sales to seamlessly take the baton and close deals faster.

Fuelling their future with HubSpot 

Casio discovered the HubSpot CRM platform while searching the internet for potential partners—a great example of inbound marketing in action!

Jennifer Kelly, Head of DTC & Marketing says: “HubSpot was the most attractive solution for our capability and needs. It was easy to use, which was important because we needed to get up and running quickly. And the support on offer was excellent.”

Casio implemented HubSpot CRM, Marketing Hub and Sales Hub . This gave them the consolidated stack they needed to align their teams and achieve ambitious growth goals.

From day one, they appreciated the surprising amount of support they received from HubSpot. With a single point of access to get answers to any technical or methodology-related question, there was no confusion, back and forth, or wasted time getting the help they needed. 

Powerful CRM set up in weeks

Casio’s first task was to migrate all the data located in its previous CRM over to HubSpot. This meant cleaning up, then porting over thousands of contacts, custom fields and deals. While it could have been an onerous process, HubSpot provided an Advanced Onboarding team to keep it painless.

Jennifer says: “The HubSpot team helped us to get the software set up in a way that worked for us and were also there to improve our processes as we went along. We got everything done in just a matter of weeks.”

Building out the customer journey

Casio was almost ready to unlock huge leads and sales growth. But first, they needed to implement the customer journey within HubSpot.

They created Landing Pages for their content, which included FAQs, user guides and video tutorials. Then they added Smart Calls-to-Action (CTAs) and Forms to generate more leads and encourage visitors to share their details.

Forms proved so versatile that Casio used them to capture valuable contact information at events, new product launches and competitions.

Because every visitor who fills out a form is automatically added to their database, Casio turns visitors into leads with virtually no effort.

Customised email marketing

Casio harnesses HubSpot to nurture new leads with personalised content. They use Lists to segment contacts based on specific values and characteristics, then create emails tailored to specific recipients. 

Designing emails is easy, too. Casio uses no-code design integrations to create beautiful campaigns without any help from designers or IT.

In the past 12 months, the business sent a staggering 27 million marketing emails, with excellent results.

Jennifer says: “Our marketing emails have developed significantly over the last couple of years and we’ve seen a consistent increase in our division-wide email marketing metrics. Our open rates are up +10%, we’ve seen a +7% average CTR increase and net revenue from email exceeds £1m.” 

Slick and automated workflows

Casio uses Workflows to automate previously repetitive tasks. They’ve implemented workflows for a variety of complex processes, including customer segmentation, welcome and nurture programmes, and following up on abandoned carts. 

HubSpot’s workflows make Casio more efficient, consistent and productive. And the results speak for themselves. 

Jennifer says: “With workflows in place, our lead nurture programme for our largest division has generated nearly £900k, while our abandoned cart series has generated nearly £800k in total revenue.”

Turning on an Ads machine

Casio uses HubSpot’s Ads software to create personalised campaigns that drive valuable traffic to their website.

Because all their data and tools are joined up, they not only create well targeted ads, but also use automated follow-up to nurture different audiences.

Even better, they know which ads work, because HubSpot reports the ROI across different platforms and audiences. This data is pure gold. They use it to t arget their most valuable audiences and get the biggest bang for their ad spend.  

Jennifer says: “We’re successfully using the Ads space within HubSpot across all our divisions. So far we’ve seen very impressive results: 13 million impressions have been reported, with over 200k clicks.”

Aligning the sales team and boosting revenue

With Sales Hub connected to Casio’s HubSpot ecosystem, marketing and sales teams are always aligned. 

Jennifer explains: “We continue to use Sales Hub with positive results. This is reflected through our divisional deal pipelines totalling nearly £200k in revenue through website form orders and API processing journeys.”

Optimising operations with rich data

HubSpot’s reporting and analytics function fuels Casio’s continued growth and success. They measure the success of campaigns, tie each activity to revenue, and use that data to invest their time and focus in the right places. 

They don’t need to invest in data scientists. Any member of the team can easily create high-level dashboards for leadership, or set up specific dashboards for teams to track progress towards their goals.

Meeting B2B and B2C needs

HubSpot’s versatility and flexibility enables Casio to address the different priorities of both its B2B and B2C divisions.

Jennifer explains: “On the B2B side, with HubSpot CRM, we can see exactly what’s happening with every prospect. The B2C side is more mass market, but we still want to make sure that the potential customer feels like they have a personal relationship with us. So we employ features like smart lists and A/B testing .”

71% more contacts, 27% more customers YoY

Implementing HubSpot brought immediate results for Casio. Seven years on, the partnership continues to drive eCommerce growth and success.

Rewinding back to 2016, within a year of implementing HubSpot, Casio saw website traffic increase 12% and leads grow a phenomenal 496%. Casio also found lead quality improve.

“We create CTAs that are relevant to our different personas,” says Jennifer. “So we know that when someone eventually signs up for a demo or an event, they are likely to be genuinely interested.”

Today, the results are no less impressive. In the past financial year, Casio achieved a 54% increase in web visits, 71% increase in new contacts and 27% increase in customers.

Jennifer says: “Thanks to Hubspot, we are able to analyse, iterate and optimise our communications at pace. We close deals faster than ever and maximise our returns.”

Still ‘wowing’ Casio after 7 years

Casio continues to be impressed by HubSpot’s accessibility and hands-on support—some seven years after the initial sale. 

“If we have a question, we just put in a call to HubSpot and get an answer within minutes. We also work with HubSpot Premier Services , and our consultant truly understands our business. In the beginning, it was all about applying best practices, but now he’s helping us explore all that we can achieve with the platform,” says Jennifer.

It’s a partnership that Casio is keen to retain. 

“HubSpot helps us create a culture in which people think about the customer journey, from the awareness stage to the closed deal. It allows us to nurture our leads through the entire funnel and keep refining our strategy.”

Through slick workflows, complex trigger-based communications and smart insights, HubSpot has had a huge impact on our lead nurture programme. Thanks to HubSpot, we are able to analyse, iterate and optimise our communications at pace to maximise returns.

Jennifer Kelly

Head of DTC & Marketing

Start Growing With HubSpot Today

With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier.

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Microsoft Dynamics 365 and Power Platform experts providing comparisons and opinions for the CRM selection process.

Replicating Dynamics 365 Permissions to SharePoint: The Liebherr Case Study

I. executive summary.

This case study explores how Liebherr, Europe’s largest privately owned manufacturer of refrigerators and freezers for residential and commercial use, improved access control to their Dynamics 365 / SharePoint documents through the implementation of Connecting Software solutions.

II. Background and Context

Company Overview : Liebherr-Hausgeräte Ochsenhausen GmbH is a manufacturer of refrigerators and freezers. As the name suggests, it is headquartered in Ochsenhausen, Germany. Its production facility has approximately 2,000 employees. The company is a subsidiary of the Liebherr Group, a multinational conglomerate founded in 1949 with over 48,000 employees worldwide.

Tech stack : In their IT environment, Liebherr-Hausgeräte leverages an integrated Microsoft Dynamics and SharePoint solution. Dynamics 365 handles the Customer Relationship Management (CRM) needs of several hundred users, while Microsoft SharePoint serves as the Document Management system for some of those CRM users and external people.

Initial Challenges : Using the integration that Microsoft provides to connect Dynamics 365 with SharePoint, all documents within Dynamics 365 become visible in SharePoint. This offers advantages in document collaboration and version control. However, the existing permission scheme in Dynamics 365 isn't reflected on the SharePoint side. This disconnect allows someone without permissions in Dynamics 365 to still access documents through SharePoint. Recognizing this as a security concern, the Liebherr-Hausgeräte IT team sought a solution to improve permission management across their integrated Dynamics and SharePoint environments.

III. Objectives

Project Goals : Liebherr set clear objectives for resolving their document permissions issues. They aimed to:

• Enhance overall document security by ensuring that only authorized individuals can access sensitive information.
• Restrict document access so that users only access documents in SharePoint that they have permissions for in Dynamics 365.

Key Performance Indicators (KPIs):

• No unauthorized document access incidents in any department.
• No change in user access workflows or efficiency.

IV. Solution

Solution Description : Connecting Software provided a comprehensive solution that covered more than what was originally planned. Initially, the focus was on CB Dynamics 365 to SharePoint Permissions Replicator , but they then added SharePoint Structure Creator to ensure an optimal organization of SharePoint documents while also avoiding reaching the Unique Permissions limit.

Timeline : The project was completed in just four months.

V. Results and Benefits

Outcomes : The implementation of Connecting Software’s solutions led to several key benefits for Liebherr:

• Enhanced Security : The seamless replication of Dynamics 365 permissions to SharePoint ensured that only authorized personnel could access documents.
• Improved Compliance : The improved permission management system helped Liebherr maintain compliance with internal policies and external regulations.
• Efficient Document Management : The addition of SharePoint Structure Creator optimized document organization, preventing potential access issues and ensuring the unique permissions limit is not reached.
• Positive User Experience : Users experienced no disruptions to their workflows, maintaining efficiency while benefiting from increased document security.

"Great tool to automate the replication between SharePoint and D365. It was the best solution, does exactly what we needed. You only see the SharePoint locations that you have access to in D365.” Daniel Maier - CRM Application Officer -Liebherr-Hausgeräte Ochsenhausen GmbH

Conclusion : By implementing CB Dynamics 365 to SharePoint Permissions Replicator and SharePoint Structure Creator, Liebherr has effectively addressed its initial challenges and achieved its project goals.

VI. Learn More

To learn more about how Connecting Software can help your organization improve document access control and management, explore detailed information about the CB Dynamics 365 to SharePoint Permissions Replicator and SharePoint Structure Creator . For a comprehensive understanding of Liebherr's success story, you can also download the full case study in PDF format .

Software engineer since 1997, she is now a technical advisor for Connecting Software.

Connecting Software  is a producer of integration and synchronization software solutions since 2004.  We operate globally and w e are also a proud “Top Member” and "Top Blogger" at CRMSoftwareBlog.

References and Resources

CRM Software Blog -  Guide | Dynamics 365 Document Management

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Connecting Software blog -  Mastering SharePoint Unique Permissions for Admins

CRM Software Blog -  Using a SharePoint Integration? Be Aware of the SharePoint Document Library Limits

Connecting Software blog -  Top 5 SharePoint Document Management Best Practices

Connecting Software blog -  Dynamics 365 Success Stories

• Dynamics ♥ SharePoint & SharePoint ♥ Blockchain
• Have You Heard About the New Dynamics 365 + SharePoint Document Management Suite?
• The Ultimate Guide on the Dynamics 365 + SharePoint Document Management Suite
• Synchronize Dynamics 365 and SharePoint Security Model using CB Dynamics 365 to SharePoint Permissions Replicator
• Mastering the Art of Dynamics 365 PDF Quotes - A 2024 Power User’s Guide

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How DAZN Decreased Churn & Maximized Lifetime Value with Optimove

Learn how the sports streaming giant transformed its targeting strategies and user engagement tactics with optimove.

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Why it Matters:

It has never been more difficult for brands to engage with customers in a way that ensures relevance, secures conversion, drives loyalty, and maximizes lifetime value.

Sports streaming giant DAZN (pronounced “da zone”) was faced with this very challenge. The CRM team needed to be able to understand the significance of customer behaviors so they could tailor campaigns, communications, and messages, and send them at the right moment on the right channel.

In this case study, you will learn how DAZN overcame the challenge by transforming its event-led tactics into customer-led marketing with Optimove.

Key Takeaways:

• Putting an end to rigid, event-led campaigns     Before Optimove, DAZN had a CRM strategy in place that was comprised of rigid, event-led campaigns and limited segmentations, which were based on just one type of customer interest.
• Reducing churn and increasing revenues   This approach did not support their goals of improving customer retention and driving new revenue opportunities. 
• Understanding customer behavior & driving personalization   The company needed a deeper and broader understanding of customer behaviors, so it could predict which campaigns would be most effective and know how to tailor communications to each customer’s needs and preferences. 
• Implementing a whole new, customer-led approach to campaigns   The Optimove Customer-Led Platform was selected for its ability to power customer insight discovery, adapt in real time to dynamic customer behaviors, and orchestrate highly personalized marketing campaigns. 
• Enhancing customer loyalty, retention, and lifetime value   Now, DAZN is creating multiple segmentation layers and micro-segments, identifying the optimal channel for execution, gaining visibility into new and updated behavioral trends, and more, enhancing engagement, experiences, and customer lifetime value.      “Our CRM plans are continuing to evolve, and Optimove is helping us to pivot away from primarily event led campaigns to a much more personalized, customer behavior-led approach,”    Andrew Stewart, Senior CRM Manager, Technology, DAZN.  

DAZN is a global leader in providing live and on-demand sports streaming services. Its platform is home to some of the world’s most popular and important sporting events, including the Super Bowl, El Clasico, Formula 1, and more, and is available in over 200 countries.

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A need for a new approach for new revenues  

When DAZN started moving more and more towards multiple products, services, subscription models, and markets, it realized that it also needed a new approach to meeting their key CRM KPIs: 

• Increasing on-platform engagement whether by providing new information about content that customers are already aware of or by exposing them to new content.  
• Cross-selling new contents, products, and services.  
• Reducing churn and winning back customers who had cancelled their subscription.  
• Delivering the best possible customer experience. 

Its long-time objective as a subscription company – to ensure that customer subscriptions remain active – could no longer be the driving force of the CRM team’s strategy and tactics. 

Guide to Advanced Customer Segmentation

• Download Now >>

Old tactics just don’t make the grade  

Traditionally, the CRM team’s targeting strategy had been driven by behavior-based segmentation.

It entailed identifying the customer’s viewing activity and building segmentations based on engagement with one specific type of content, sport, favorite team, or event.

This approach presents a challenge because it is rigid and lacks the flexibility and adaptability required for segmenting customers beyond a single parameter.

DAZN needed a way to determine all the types of content that customers are engaging with on the platform, such as boxing, soccer, and basketball, instead of just Manchester United.

This is the only way to gain the insights required for increasing engagement and growing revenues.

Additional challenges included:

• SQL for campaign set up was complex and required technical and analytical expertise.
• Automated lifecycle journeys triggered at customer touchpoints such as cancellation along with event-led campaigns meant that granular personalization was impossible.
• No easy access to insights into what was working with their campaigns and what wasn’t, kept implementing timely fixes based on actual performance out of reach.

The wish list  

To help the team achieve its CRM goals, DAZN was looking to be able to create smarter segmentations for smarter targeting, and to do so easily and quickly.

They needed to be able to create customer profiles that are based on more than one dimension, to know when their customers prefer to receive communications, as well as to identify similar cohorts of users, and do all this fast.

In addition, the DAZN team also needed to make sure that they were sending the right messages to the right customers, at the right time, and on the right channel.

And finally, it was critical to empower CRM managers with simplified campaign build, management, and performance measurement.

In comes Customer-Led Marketing  

“So, when looking at what we needed for our marketing CDP, we felt that Optimove provided the best fit for addressing some of the pain points of our previous stack.”

To help it upgrade its marketing stack DAZN came to Optimove. And now, with customer-led marketing, the team has overcome the main challenges to meeting its strategic KPIs, having implemented the five key building blocks of its smarter targeting:

• A bespoke customer model for gaining a more granular view of both active customers and lapsed users.
• Insights into purchase history , or in DAZN’s case ‘streaming history’, for easily understanding viewing behavior at the individual customer level, including what content they’re watching, how they’re watching it, and when.
• The Optimove Mission Control dashboard for single-view monitoring and analysis of all marketing campaigns, with prioritization that enables targeting the right customers with the right messaging.
• Intuitive target group creation , having replaced SQL audience builds, for ease and simplicity.
• Campaign KPI definition with the ability to easily define both test and control audiences for gaining insights into campaign efficacy and making timely changes when required.

“We’ve made some big leaps forward in how we operate on a day-to-day basis.”

The Guide to Advance Customer Segmentation

Go in depth on advanced segmentation with this guide which was written based on analyzing tens of thousands of segments across Optimove’s customer base. 

Looking ahead

In just a few short months, more than 100,000 unique campaigns having been delivered across every stage of the customer lifecycle. And all of DAZN’s marketing and service communications, across email, push, in-app messaging, and social audiences are now managed with Optimove’s Customer-Led Platform.

And that’s just the beginning.

For more insights on how to benefit from Customer-Led Marketing, contact us today – or request a Web demo .

Rob Wyse is Senior Director of Communications at Optimove. As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.

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Why it Matters: With increasing data privacy concerns and regulations like the General Data Protection Regulation (GDPR), brands must offer clear value to users in exchange for their data. Users are more likely to share data if it enhances their digital experience through personalization, with 60% willing to share more for personalized benefits. Learn how … Continued

Rusty Warner, Forrester VP, Principal Analyst, to Speak at Optimove’s Connect Conference in London on March 20-21

Renowned expert whose research focuses on enterprise marketing technologies, including cross-channel campaign management, marketing resource management, and real-time interaction management, will address attendees of Optimove Connect.   The title of his talk is The Future of Customer-Obsessed Marketing.  With martech spending reaching new heights, with diminishing returns, Warner offers marketers a rare opportunity to gain insights to … Continued

DIY Hack: How to Calculate Customer Lifetime Value

Customer Lifetime Value Calculation Customer lifetime value is a key metric that every marketer should track, as it usually reflects the core health of customer-centric businesses. There are various formulas floating around the Web aimed at helping marketers quickly calculate customer lifetime value. Using these straightforward equations may be appealing, but when components of the … Continued

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Toprankers Student Reach Expands 18X with LeadSquared

“It’s like a lifeline for us. We began using it for a few leads for conventional lead journeys. Now, LeadSquared is not just lead generation software but has increased the student outreach by 18X by acting as a sales and marketing automation platform for us. We’re doing so much more with it now.”

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Increase in Student Enrollment

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Toprankers loves LeadSquared for:

• Sales and Marketing Automations
• Operational Flexibility and Scalability
• Multiple Channel Integration for Enhanced Lead Nurturing and Engagement
• On-Demand Customer Support
• Centralized Admission Process
• 360-degree view of every lead

Increase in Student Enrollments

Degree View of Each Lead

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About toprankers.

Established in 2016, Toprankers has emerged as India’s premier digital counseling and test preparation platform, dedicated to guiding students toward promising careers beyond Engineering and Medicine. It aims to boost career success post-12th grade with exceptional learning practices and support.

Toprankers offers comprehensive career counseling services and a robust test preparation platform for students aiming for Careers in Management, Humanities, Law, Design & Architecture in both UG and PG categories.

Their flagship test preparation examinations under the UG category include the Common Law Admission Test (CLAT), Integrated Program in Management (IPM), Common University Entrance Test (CUET), National Institutes for Design (NID), National Institution for Fashion Technology (NIFT), Undergraduate Common Entrance for Design (UCEED), and many more. In the PG category, they offer preparation for exams such as LLM, CUET PG, and the Common Admission Test (CAT).

Stupid Skills

Challenges Faced by Toprankers Before Opting for Leadsquared

1. inefficient lead management.

Before LeadSquared, managing leads through basic lead journeys suggested a lack of automation and sophistication in handling inquiries.

2. Lack of unified system

As a result of disjointed systems, Toprankers likely needed to consolidate various tools into a single, cohesive platform to streamline operations and improve lead engagement.

3. Limited insight into lead nurturing

A lack of detailed insights into lead behaviors, preferences, and engagement levels hindered effective nurturing.

4. Concerns on efficiency across teams

Teams operated independently, using manual processes across various platforms, which made operations slower and less efficient than having a unified system.

After Choosing LeadSquared

The Pivotal “Aha” Moment: Initially contemplating building their own CRM to leverage in-house technical expertise, Toprankers quickly realized the substantial time and resources required for such a project. Re-evaluating their approach, they discovered LeadSquared , an established CRM platform that closely aligned with their needs. Opting for LeadSquared enabled Toprankers to concentrate on their primary mission.

Reflecting on this choice three years later, they view it as a strategic shift. This decision has validated their preference for an existing, reliable platform, significantly contributing to their growth and enhancing operational efficiency.

LeadSquared’s Transformative Solutions

Marketing automation and nurturing leads.

LeadSquared provided a single platform that combined the functionalities of a sales CRM and a marketing automation tool. This unified system allowed Toprankers to manage their leads more effectively, from initial capture through the entire sales funnel, ensuring no potential student was overlooked.

Operational Customizations

The platform’s customization options, and flexibility allowed Toprankers to adapt the CRM to their specific process changes and operational needs. This adaptability was crucial for Toprankers as it enabled them to evolve their strategies without being constrained by technological limitations.

“The flexibility of LeadSquared has been crucial for us, especially when making process changes. It’s designed to accommodate a wide range of interventions, allowing us to adapt swiftly and effectively. The LeadSquared team has been instrumental in implementing these modifications, which has significantly enhanced our capability to utilize the system across various functions.”

Comprehensive Lead Tracking

LeadSquared facilitated a 360-degree view of each lead, integrating data from various communication channels into one cohesive system. This comprehensive insight into lead activities and preferences empowered Toprankers to tailor their engagement strategies more effectively.

“Utilizing multiple platforms to interact with leads can significantly complicate data integration at scale. In our scenario, since everything operates within a single system, we have a comprehensive understanding of each lead—knowing when they came in, their activities, and the optimal times for interaction. Essentially, it provides a 360-degree view of every lead, which proves immensely beneficial for our operations.”

Boosting Team Efficiency

The implementation of LeadSquared improved operational efficiency across several teams within Toprankers, including marketing, counseling, product growth, student success, and finance.

“Our marketing team uses the platform to create landing pages, automatically routing generated leads to the appropriate counseling team. The Product Director for Growth evaluates call quality and geographic trends to better source and optimize leads. Meanwhile, our Student Success and Finance teams manage interactions and detailed reports efficiently through LeadSquared.”

LeadSquared has become crucial for Toprankers, streamlining lead management and enhancing engagement strategies effectively. This partnership has transformed educational counseling, highlighting the immense benefits of utilizing the right technology to achieve student goals efficiently.

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