Helping those who help others

26 February 2016 by Naresh Raj

One of our recent CRM implementations neatly showcases two key areas that we often talk about - system integration and data consolidation.

 

One of our recent CRM implementations neatly showcases two key areas that we often talk about - system integration and data consolidation.

Helplines Partnership is the professional body for the telephone helpline sector in the UK. They provide training, a Quality Standard and generally represent members’ interests. As is often the case, the Partnership was formed out of a merger of three other associations, which had brought about a complex member structure and data management issues. So how did implementing a new CRM system help the organisation?

Data Consolidation

The merger of associations had resulted in member data being stored in all manner of different systems, in different ways and with differing degrees of completeness. We worked with the Partnership to analyse each different data source, including MS Access, CiviCRM, a Joomla website and basic Excel spreadsheets, to consolidate the data without losing any of the information. We also had to work out migration methods for each of these different sources and, from there, develop an overall strategy.

Having all the data merged together and located in one place has give Helplines a more complete view of each member and also gives access to this data to all members of staff.

“We’re now all singing from the same hymn sheet, using the same system to record contact data and working less in silos across the business. We feel more confident in the system than previous ones, we can trust the information,” said Head of Information Systems, Gary Hicks.

Now it’s all in one place the organisation can better analyse the data and make better informed conclusions about their members and they can also segment their members better, targeting them only with information that’s relevant to them.

System Integration

Along with merging existing data, the Partnership wanted to integrate all their new systems to make sure that all the good data practices continued. We integrated their Sage finance system and new website to make sure data was captured from all key points and held in the central CRM.

“You can end up with different packages in different places, unable to get joined up intelligence from it all. Dynamics has given us the flexibility to do something with all this data,” commented Gary.

In addition, our smartmembership module has given Helplines the system they needed to manage their complex subscription structure and the marketing & events that go hand in hand with being a professional body.

For the full story on this implementation, read our case study»