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 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.
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.
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.