Giltrap’s dedication to their customers drove their initial adoption of Dynamics CRM and an integrated marketing solution through Fusion5. A continued focus on improvement led Giltrap to upgrade to Microsoft Dynamics 365 Customer Engagement online in 2020, again with Fusion5.
Smoothing the customer journey
Following several years as Business Manager for Giltrap’s Dealer Management System (DMS), Steve Newman took on the role of CRM Project Coordinator. He worked closely with Fusion5 throughout the Dynamics 365 project.
“Our goal was to improve both our operational and marketing capabilities,” says Newman. “Fusion5 helped us change a lot of the processes affecting the business, including improving the service workflows in the new CRM, and capturing and using data from our DMS.”
“Our biggest issue was that our dealerships are independently run, so each service centre had its own way of collecting and entering information into the DMS. However, when we tried to use that data in the CRM, much of it proved to be either incomplete or incorrectly entered, which was frustrating for our marketing team.
“Retaining clients is our main business focus,” says Newman, “but that’s hard to do if we don’t know who they are. To clean up our data, we set up a central call centre as our main hub for collecting customer details using the CRM, and we’re now doing a much better job. Now we have the right data at our fingertips, we’re even ahead of schedule of how many people we should be contacting!”