Igennus
Igennus, based in Cambridge, UK, produces Omega
nutritional supplements to help alleviate a range of health
problems ranging from depression, to weight loss, to cardiovascular
disease. The company offers natural alternatives to improve these
conditions based on the latest clinical findings.
Background
In early 2007, Igennus realised that it needed to obtain far
greater value from its customer information in order to achieve
business growth targets. With more than 20,000 old and current
customer records and no way of analysing them, the marketing team
could see a precious asset going to waste. For example, Igennus
relies heavily on customer testimonials and public relations to
promote its innovative range of supplements, so in theory it should
rely on its customer database to identify happy customers.
Unfortunately, this was not the reality.
Igennus kept its records in a basic accounting system
(Quickbooks) that only displayed customer names and contact
details.
Only three people in the accounts department had access to the
system, so marketing staff, for example, would have to leave their
desk and walk to a different floor in order to gain access to this
crucial data.
To help plug the knowledge gap, Igennus decided to launch a
survey to learn more about its customers' views towards the company
and its products and services. The goal was to transform the
customer database into a valuable business asset that would help
improve service, identify purchasing trends and ultimately improve
the bottom line.
It was at this stage Igennus realised that all this valuable new
customer data they were about to glean could potentially be wasted
and untapped without a more sophisticated system to evaluate,
manipulate and manage it. Igennus decided to review a range of
customer relationship management (CRM) systems and
ultimately chose GoldMine Premium Edition.
Selection Process
Igennus examined three competing solutions and ultimately chose
GoldMine Premium Edition through FrontRange's Number One EMEA
Partner, Access. Access were a perfect fit for Igennus, due to
their excellent track record in advising small to medium sized
businesses, combined with their solid experience of integrating
GoldMine with other business systems. Access held a pre-sales
consultancy session with Igennus, after which GoldMine was
identified as the ideal fit to address the company's CRM needs.
Implementation & Training
Access took only eight days to complete the GoldMine implementation from start to
finish. This included integrating GoldMine with a MySQL database
that processes web orders remotely. This integration means now when
customers place their orders over the Internet, all that
information is automatically transferred to GoldMine so people in
sales and marketing can view and act on it. The other element of
the project was some minor interface customisations.
"GoldMine enables us to execute more targeted marketing
campaigns and offer a better and more personalised service to our
customers." Mina Nazemi
Marketing Manager
According to Mina Nazemi, Marketing Manager, Igennus, "Aside
from the MySQL integration, Access did not need
to tailor GoldMine - it was a perfect fit right out of the
box."
Access also provided onsite training to six members of sales and
marketing and continue to provide ongoing technical support when
needed.
Results
Igennus calculates that GoldMine has paid for itself in less
than three months through new revenue opportunities and
productivity enhancements. Sales and Marketing benefits that
GoldMine has delivered include:
One version of the truth
Igennus now has one centrally managed customer database which is
accessible to ten people across sales, service and marketing. This
'one version of the truth' results in a much more positive customer
experience.
Now when a customer calls Igennus, the call centre operator has
their details in front of them on screen including their full
purchasing and service history, resulting in a much more informed
and tailored conversation. Also, each GoldMine user can personalise
their view of the system depending on their role and which areas
they use most commonly.
Sales and marketing campaign support
The survey data can now be used to deliver tailored customer
promotions and services to those who opt in. For example, Igennus
has been able to recommend local support groups to customers who
have asked for more advice on specific ailments.
Thanks to the MySQL integration, the sales and marketing teams
can easily find out which customers have not placed an order within
the last six months and send them a special offer to re-engage
them. With the new system it is easy to identify customers who are
prepared to contribute positive testimonials and participate in
public relations.
Better product development
Now that customer feedback is readily available, this valuable
information can be put to work to help drive new product
developments.
Mina says, "GoldMine has completely changed the day-to-day
working process for Igennus. In the morning I sit down at my desk,
turn on the computer and GoldMine is the first application I use.
The software is helping users to automate mundane tasks, leaving
them more time to focus on revenue generating activities. It
enables us to execute more targeted marketing campaigns and offer a
better and more personalised service to our customers."
Profiting from CRM is more than choosing the right software. This free whitepaper provides 10 proven tips to ensure a successful implementation and subsequent ROI, from understanding exactly how customers interact with you to aligning teams around your business.
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