LWC have always placed high importance on their customer engagement and in order to enable deep-rooted customer relationships, this year they invested in MUSTARD, the Keane bespoke CRM system. This CRM system ensures that they have a centralised, cloud based area containing the contact details for all prospects / companies / clients and communications, meaning they can quickly and easily review customer behaviour, intent and potential painpoints and use these to create meaningful customer touchpoints.
The bespoke system was built with the end in mind - what they wanted to track and what information would be most useful to them in reports. Keane worked closely with the LWC team to design and develop their bespoke system which includes the following functionality:
Contacts & Companies
- Just as with any other CRM, Company information can be added and multiple contacts can be assigned to each prospect/company.
- Contacts can be assigned to multiple sectors, and assigned to specific Account Managers
- Various permission levels have been set so that each specified user can carry out their individual roles
Communications
- The system has the ability to record communications against a specific contact and a follow up can be scheduled as required
- Not only does the follow up appear on the user dashboard, but it is also emailed to the individual that needs to action this follow up communication
- Communications can be recorded by type including e.g. Outgoing: Promotional/Enquiry/Order/Problem Solving/Other and/or Incoming
Dashboards
- This is configured for individual users to see their daily/weekly/monthly jobs/stats as required ensuring they see at a glance what they need to see to help plan their day
- Targets have also been set for each individual and these also appear on the dashboard
REPORTS
Communications and Contacts
Communication reports can be filtered by: 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 also supported the Marketing activity for LWC in the form of SMS marketing for targeted campaigns.
SMS generally offers a high open rate and provides an opportunity for direct customer engagement, so the accurate and detailed information allows LWC to create targeted campaigns that reach their intended audience.
This cost effective method of communication provides measurable results through trackable links, meaning LWC can clearly and easily identify the success of the campaign, whilst ensuring personalised customer communications.
