Customer Stories /

West Wood Club

Sector: Fitness

Size: 500-1000

Client Since: 2018

Main Services: A central system to manage all types of customer engagement

Technologies Used: Dynamics 365, Click Dimensions

To build on its continued success, when Dublin-based health and wellness chain, West Wood Club, felt its digital marketing and lead generation efforts had plateaued, the company decided to invest in a new, more sophisticated Customer Retention Management (CRM) system.

West Wood Club soon turned to local Microsoft software development specialists, Spanish Point Technologies, for a complete CRM overhaul.
The result was a digital transformation solution that efficiently and effectively integrated with West Wood’s new website – using Microsoft Dynamics 365 and Click Dimensions – and aligned with the excellent field work its sales team were already doing.

The Challenge

West Wood Club is one of Dublin’s most prominent health and wellness brands. It currently has six locations across the Irish capital and boasts over 36,000 members. Over the last three years, the business has doubled in size after acquiring a local competitor, and through its continued commitment to digital marketing – even when times were tough.

West Wood offers a premium product with a relatively high price point – yet they have a successful closing rate of around 67%. Such success is down to the brand offering the very best in health and fitness solutions and through the importance the team places on professional sales systems, direct marketing, and CRM tools.

“This technology is our competitive advantage. People talk about Facebook ads, Google Adwords, and other forms of digital marketing, but I’m 100% sold on Microsoft Dynamics 365’s ability to deliver real ROI.”

Alan Leech

CEO, West Wood Clubs

The company had been building customer databases for the past 16 years, so there was no shortage of membership enquiries. However the business’ continued growth relied on lead generation – which meant integrating their digital marketing efforts West Wood realised the importance of data and the ability to view, segment, and act on business intelligence in real time: which the team just couldn’t do with their legacy CRM system.

The company had been building customer databases for the past 16 years, so there was no shortage of membership enquiries. However the business’ continued growth relied on lead generation – which meant integrating their digital marketing efforts West Wood realised the importance of data and the ability to view, segment, and act on business intelligence in real time: which the team just couldn’t do with their legacy CRM system.

The Solution

The West Wood team knew that in order to complement their new website and to reach more leads, they needed a more sophisticated CRM system – one that offered both sales and marketing automation tools. They also needed a greater degree of efficiency in their digital communications: in order to optimise overall lead generation processes.

They were thorough in their quest to understand their requirements – weighing up the merits of various CRM systems offered by many major companies, including sector-specific platforms – before deciding that Microsoft Dynamics 365 could provide all of the necessary functionality; such as a cloud-based system that could interface with their website content management tools.

However, it quickly became clear that the level of customisation West Wood needed went far beyond their in-house IT capabilities.
After conducting a broad search for a trusted solutions provider, and considering a range of different options, the West Wood team appointed Spanish Point Technologies – a Dublin-based Microsoft specialist – to develop the CRM system with the enhanced tools the sales and marketing team needed to streamline the more process-intensive aspects of their lead generation activities, to drive more enquiries and sign ups.

““Working with Spanish Point has transformed the way we do things from a technology perspective. Given their Microsoft expertise and the fact they’re so easy to work with, I certainly regard them as an extension of our team. They are our true IT partner.”

Alan Leech

CEO – West Wood Clubs

Key Benefits

Increased level of new sales enquiries to 2,500 per month

Over 230,000 leads in the company database

Real-time view of prospects and members

Instantly setting of digital campaigns in motion

Easy to segment

Increased sales to a record 660 new memberships in a single day

Before the new CRM system, West Wood Club was already receiving some 900 new sales enquiries per month. However, thanks to the new Microsoft Dynamics 365-powered CRM platform, in just a few months the number of monthly new business enquiries had grown to nearly 2,500 per month.

Not only that, but the team now has over 230,000 leads in the company database. Thanks to Microsoft Dynamics 365, they now have a real-time view of all of their prospects and members; and can easily segment different groups, and instantly set direct mail, emails, and digital campaigns in motion – sending the right messages to the right people at the right time.

While West Wood’s average sales on a typical Monday is 65 new members, their all-time record is 660 new memberships in a single day. This sales record was achieved recently by targeting leads in the new CRM system. Needless to say, the company has significantly improved their digital marketing and lead generation – not just through bigger sales numbers, but through a better streamlined, more responsive approach to managing its data.

West Wood continues its digital transformation, and is poised to start the second phase of its digital transformation – working with Spanish Point to incorporate member acquisition and retention programmes into Microsoft Dynamics 365.