CRM in FM Client Acquisition
British customer relationship management (CRM) vendor, Workbooks, explains how TC Facilities Management (TCFM) leveraged its cloud platform to secure a large financial services sector client.
The problem: identifying and pitching to a major new customer
TCFM had been using Workbooks for CRM and helpdesk management for more than four years. However, the integrated facility services provider needed an edge when it pitched for a new £10 to £15 million contract with a leading UK financial sector company.
Marketing manager, Fiona Ellingham, explains:
"Workbooks has transformed our customer service but we were aware it could do a lot more as we had already started using it to help in identifying 'warm' sales leads.
"Its reporting dashboard allows us to can see which companies engage with our website, the services they are interested, and their business sector".
The solution: CRM with mapping module and real-time Helpdesk support
"We used the software's mapping module to match more than 600 branches operated by the client around the country with the geolocations of our own resources.
"This allowed us to work out potential costs and identify areas where we might need to increase our presence. And when one of the customer's teams asked us for a map of the confirmed sites, we were able to send it to them immediately.
"The platform has also allowed us to expand our Helpdesk offering and create a service that’s completely aligned to the needs of our customers. After first trialling the system a couple of years ago, we were impressed at how it was able to log issues and provide real-time information to help our colleagues be more efficient. The beauty with the workbooks system is that it can be configured to our precise business needs rather than having to fit our process around what the system can do. The new system provides our support staff with everything they need on one screen, and we’ve now rolled it out across all our customers and used it for our recently relaunched IT Helpdesk too.
"And when we eventually won the contract in October 2018, we used Workbooks’ automated email feature to send out a range of internal comms, including video, to spread the good news. This led to a three times higher click rate than we’d been getting previously and helped to create a sense of celebration and excitement in the business."