LWC Group

Bespoke Business System Enables Targeted Marketing Campaigns

LWC Group

Staying at the leading edge of engineering and fabrication, LWC Group provide solutions in a variety of sectors including, Agriculture, Aerospace, Crowd Management, Construction, Welding, and more.

Where
they were

LWC Group were manually tracking enquiries and orders and had limited means to identify client communications. There was no defined process for communications and no structured way of retaining regular contact with customers.

Where they
wanted to be

To have a streamlined, efficient and robust system to easily and quickly identify contacts, customers and prospects, and where they are in the purchasing process with LWC Group.

The
Result

A bespoke centralised, cloud-based CRM system, which allows quick and easy management of the sales process, from enquiry to despatch. It also ensures ease of tracking communications, enabling improvements in customer relationships.

How we got there

DATABASE

Identifying the key touch points of the communications and order process, Keane designed and developed a bespoke solution that allows company information to be added and multiple contacts to be assigned to each prospect/company. Contacts can be assigned to specific Account Managers, for which various permission levels have been set so that each specified user can carry out their individual roles. LWC also wanted a clearer way to track KPI's so we added an overview for the management team enabling them to see sales representatives' activity and whether they have hit their targets.

QUICK VIEW DASHBOARD

Keane created a ‘quick view’ dashboard, configured to different permission levels, to display key business metrics such as:

Scheduled follow-ups for the week
Enquiries
KPI's
Breakdown by user

COMMUNICATIONS

Keane created the ability to record communications against a specific contact, allowing follow-ups to be scheduled as required. The follow-up is displayed on the dashboard and is also sent directly to the individual who needs to action it. Communications ‘type’ was created, to allow all communications to be categorised into Promotional / Enquiry / Order / Problem Solving / Other, and the functionality, therefore, for each communication to be filtered by ‘type’ as required. Identifiers such as outbound or inbound communications were also included.

REPORTS

Keane developed the functionality for easy to run reports where data can be filtered by key metrics, including date, user, communication type, business sector, job title and/or last communication date. Having this comprehensive data in an easy to use digital platform has enabled the opportunity to create more informed and targeted campaigns for LWC Group, as well as tracking their efficacy.

MARKETING CAMPAIGNS

With the new system in place and the ability to easily segment contacts and identify where in the purchasing process their prospects or customers are sitting, LWC Group asked Keane to create an email campaign for the agricultural arm of the group, to promote a sale on specific products. Additionally, with the relevant data now so easily accessible for use, a targeted SMS campaign featuring their sale was also delivered. These campaigns both achieved significant return on investment and has informed the next stage of LWC Group’s marketing campaigns.