A Collaborative CRM Migration Case Study for FMCGs

Rachel Victorino

January 19, 2024

10:05 am

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Facing the Wall: Obstacles to CRM Modernisation

Facing the challenge of outdated technology and fragmented data, a leading FMCG company found its customer engagement stagnating and operational efficiency hampered. Recognizing the need for a bold move, they turned to Microlabs, the industry leader in digital transformation. Together, we embarked on a collaborative journey to reshape their CRM landscape, unlocking a new era of customer-centricity.

From navigating tight budget constraints to overcoming employee apprehension about workflow changes, managing data quality issues across scattered systems, and bridging the integration gap with existing tools. We’ll explore how we tackled each challenge head-on, paving the way for a successful CRM migration.

Limited Budget: Modernizing their CRM system stretched our client’s budget, presenting a financial hurdle to overcome.

Employee Apprehension: Transitioning to a new system like Salesforce sparked concerns among some employees, requiring proactive communication and support to address fears about workflow changes and potential job displacement.

Data Quality Issues: Scattered and inconsistent information across existing systems demanded a significant data cleansing effort and robust data governance procedures to ensure data integrity for reliable reporting and decision-making.

Customisation Dilemma: Balancing industry-specific needs with user-friendliness proved challenging during customisation. Prioritising essential features and collaborating with Microlabs’ Salesforce experts was crucial to creating a customised solution that met their unique requirements while remaining intuitive and accessible.

Integration Gap: Compatibility issues with existing systems hampered data flow and hindered smooth operation, necessitating the need for innovative solutions to bridge the gap and facilitate seamless information exchange.

Transforming Roadblocks into Stepping Stones

PSG Grant Leverage: Recognizing the client’s budget constraints, Microlabs secured a 50% cost reduction on the service cost through the Productivity Solutions Grant (PSG), significantly easing the financial burden and accelerating their digital transformation journey.

Tailored Training Programs: Targeted training addressed individual roles and concerns, emphasising the benefits of Salesforce for employees and the company as a whole. Regular refreshers and ongoing support solidified user confidence and competence in the new system.

Phased Customization: Prioritizing essential features like lead management and customer interaction tools provided immediate value and minimised user overwhelm. Additional functionalities were then phased in based on feedback and evolving needs, ensuring smooth adoption and optimal utilisation.

Middleware and Data Standardization: Employing middleware solutions and standardising data formats across platforms eliminated compatibility issues and enabled seamless data flow between Salesforce and existing systems.

Gamification and Personalized Support: Interactive training sessions, gamified challenges, and ongoing guidance tailored to individual needs fostered user engagement and encouraged active participation within the new system.

Beyond Obstacles: The Transformation Measured

Increased Efficiency: Streamlined workflows and automated tasks boosted operational efficiency by 26%, freeing up resources for strategic initiatives and improved focus on customer interactions.

Enhanced Customer Experience: Personalized communication, faster response times, and improved visibility into customer information led to a 34% increase in customer satisfaction and loyalty.

Boosted Productivity: User-friendly interfaces and intuitive navigation empowered employees to be more productive, achieving a 15% increase in daily output across various departments.

Data-Driven Decisions: Valuable insights provided by Salesforce reports and analytics empowered informed decision-making, contributing to an 18% annual revenue increase by optimising strategies and identifying new opportunities.

Strengthened Collaboration: Improved communication and information sharing across departments fostered a more collaborative environment, leading to better resource allocation and problem-solving.

Our Playbook for CRM Success: Lessons Learned on the Battlefield

Customer is King: Always prioritise your customers in every CRM tweak; make it work for them. Think of CRM as a transformative journey, not just a software implementation.

Start Small, Grow Big: Begin with essential features and build progressively based on user feedback and evolving needs. Don’t try to boil the ocean in one go.

Keep Learning Alive: Invest in ongoing training and support systems to ensure user adoption and maximise system utilisation. A learning culture is key to CRM success.

Data is the New Gold: Treat data like a tidy room; keep it clean from day one with regular check-ins and robust data governance practices. Reliable data fuels good decisions.

Align with Goals: Ensure your CRM aligns with your business goals. Choose a solution that complements your strategy and helps you achieve desired outcomes.

Measure Beyond Money: Success is more than dollars; measure it in happy customers and efficient teams. A holistic approach to success is crucial.

Empower Your Team: Let your team have a say in setup. Their insights and expertise are invaluable assets in a successful CRM implementation.

Security is Paramount: Secure your customer secrets like a bouncer guards a party. Prioritize data security and adhere to privacy regulations. Trust is essential in building customer relationships.

Embrace Change: Stay flexible and be ready to adapt to a constantly evolving CRM landscape. Be prepared for the next move.

Community Matters: Join the CRM community and learn from others’ experiences. Sharing tips and insights can reveal hidden gems and accelerate your own journey.

Plan for the Future: Choose a CRM that grows with you and has a scalable architecture to support your long-term ambitions. Look for a sustainable solution.

PSG Power: Consider leveraging grants and financial assistance programs like the PSG to make digital transformation more accessible and cost-effective. Don’t let budget constraints hinder your progress.