Marketing Addiction

Managing a telemarketing team is a difficult enough task for any company. But when that team is tasked with handling the telemarketing requirements of multiple clients, the job becomes even harder. Ensuring that all members of the team are productive and are able to provide clients with documentary evidence of call activity can quickly become overwhelming unless managed in the correct way.

Such a scenario was faced by Marketing Addiction. The company helps its clients improve communication with their customers, prospects, suppliers and other industry bodies. They take a consultative approach and find the best solution for the objective, with full tracking and follow up capacities.

Marketing Addiction applies the latest technologies in combination with more traditional marketing methods to maximise sales and ultimately profits for their increasing customer base. These include: e-mail marketing, telemarketing, Internet services and more traditionally direct mail. All these are very effective as individual services, but when integrated can be very powerful mediums. This unique approach, together with their skills and experience has delivered an unrivalled level of success in direct marketing and sales generation campaigns.

Demanding requirements
“Our demanding requirements for a CRM package meant that we had been looking for a solution for some time”, said CEO Phil Richardson. “But all the available packages could not handle multi-tenancy of databases. This was vital for us because all our telemarketing staff access multiple databases for our clients and we did not want them to be having to constantly logging in and out of the different data sets.”

“We spoke to a number of Microsoft partners”, said Phil, “but eventually decided to work with Qurius. It was apparent from our first meeting that they knew the product and how to implement it much better than the competition. Importantly, they also had the necessary in-house skills to tailor the solution so that it would exactly meet our needs.”

New IT infrastructure
As well as designing the CRM solution Qurius also specified and implemented a new IT infrastructure to support it. “We had a good idea of what we wanted for both for the CRM system and our IT infrastructure but Qurius were able to utilise their experience to ensure that the final solution was perfect for our needs”, commented Phil.

Dynamic reporting
One of the key modifications that Qurius made to the solution was improving the capability of the reporting function. In particular it was important for Marketing Addictions that they could quickly and easily report on the activities of a member of their telemarketing team across the multiple client databases that they worked on.

"At the touch of a button we can now report on every individual’s activities for the day irrespective of which client they have been working on”, said Phil. “This makes the management of the team that much easier as we can quickly identify any areas that may need attention.

“The new system, including the infrastructure that Qurius designed and implemented, has also saved us money over the old way we were doing things”, continued Phil. “The whole process of registering calls in now that much quicker and efficient, which for a telemarketing business like ours is vital as it enables us to provide our customers with an improved and cost-effective service.

Coping with changing requirements
Microsoft Dynamics CRM has been designed so that minor modifications can be quickly and easily carried out by the user and this has proved important as Phil explained. “We can quickly tweak reports and screen layouts to cope with new or changing requirements as they occur without any need for third party help. This helps keep costs down and enables us to sort out minor changes ourselves.”

For bigger modifications Qurius are continuing to work closely with Marketing Addictions to ensure their Microsoft Dynamics CRM solution continues to evolve to deal with changing market conditions and client requirements. One example of this is with regard to Microsoft SharePoint to provide easy-to-understand dashboards for staff and management.

“We have a good working relationship with Qurius”, concluded Phil. “We are able to call on their expertise for the more complex tasks and they are always available with advice when we need it for the smaller tasks that we undertake ourselves.”