dell crm case study

• August 27, 2018
• By Leonard Klie , Editor, CRM magazine and SmartCustomerService.com

Dell EMC Thaws the Frozen Crowd: A CRM Elite Customer Awards Case Study

Dell EMC, part of Dell Technologies, is an IT services company that helps organizations modernize, automate, and transform their data centers using converged infrastructure, server, storage, and data protection technologies. The Austin, Texas-based company can create hybrid clouds and transform businesses through the creation of cloud-native applications and Big Data solutions. It services customers, including 98 percent of the Fortune 500, across 180 countries.

THE CHALLENGE

While its customer roster is indeed impressive, 70 percent of its marketable B2B contacts were inactive. In fact, 43 percent never engaged with marketing emails that Dell EMC sent. 

Dell EMC was faced with a decision to remove contacts or implement a CRM strategy to drive re-engagement and increase revenue. It chose the latter, and in November it paired up with marketing solutions provider Epsilon to identify trends involving its inactive segments based on campaign type. 

“When we were trending a quarter-over-quarter decline in our email metrics, we decided to work with Epsilon to leverage the power of engagement segmentation, which is how we discovered an iceberg of non-engagers and a correlating decrease in sales opportunities,” says Mercedee Hutton, omnichannel marketing senior strategist at Dell EMC.

THE SOLUTION

This led to what Dell EMC called the “Unfrozen” program. It leveraged Epsilon’s proprietary email deployment platform. Using Dell EMC customer data and Epsilon/Dell customer engagement profiles, the campaigns were highly targeted.

Other Epsilon services leveraged by Dell EMC included strategic consulting, analytics, creative, account management, and campaign solutions.

“Unfrozen is our tailored strategy to either re-engage this dormant audience via alternative tactics, cadence, and messaging or simply and boldly ‘let them go’—the anthem from [the Disney musical  Frozen , which was the inspiration for the program],” Hutton says.

Epsilon recommended and implemented a data-driven multichannel content and contact strategy that leveraged direct mail, email, and retargeting. Epsilon provided additional support around B2B messaging best practices, responsive-design creative, program execution, goal-setting, and benchmarks. It also created a sweepstakes strategy based on previous engagement and predicted return. 

For the campaign, Epsilon divided targets into Nappers and Dormants. The Napper track, targeting customers who last engaged within the previous three to 12 months, received a dimensional scratch-off ticket direct-mail piece and eight emails containing preferred content (based on data trends) and customer-focused messaging. The Dormant track, targeting customers who last engaged one year to two years previously, included a sweepstakes and permission pass email, developed as a last-ditch attempt to re-engage. 

At the same time, the company implemented a preference center where customers could share their frequency, content, and product interests. 

Dell EMC saw a 57 percent lift in re-engagement from its inactive Napper segment, well above the 21 percent benchmark seen by similar deployments. 

In addition, its email open rates climbed to 45 percent above the business-as-usual benchmark. Dell EMC also saw a 32.6 percent conversion rate on high-value direct mailers, and click-to-open rates that were 3.5 times above the benchmark. 

Dell EMC’s U.S. commercial business unit was in the initial test group, which yielded 6 percent higher revenue, 8 percent higher margins, and 5 percent higher units per buyer.

Based on its success in that group, Dell EMC is continuing the campaign, and the strategy is being rolled out to additional markets. Dell’s U.K. operations and its U.S. small-business unit will be adopting the program, and other areas of the business will be leveraging the creative templates that were designed as part of the program. 

The Dell-Epsilon digital partnership began more than a decade ago, and Dell designated Epsilon a Strategic Marketing Partner in 2015. Additionally, Epsilon was awarded Dell’s Partner of the Year in 2018 for the Consumer and Small Business Loyalty program, Dell Advantage.  

Real Results

• A 57 percent lift in re-engagement from its inactive Napper segment.
• Email open rates climbed to 45 percent above the business-as-usual benchmark.
• A 32.6 percent conversion rate on high-value direct mailers. 
• Click-to-open rates were 3.5 times above the benchmark.
• 6 percent higher revenue.
• 8 percent higher margins. 
• 5 percent higher units per buyer.

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• CRM Case Studies
• CASE STUDY: CRM for Technology – Dell Technologies – Coveo

CRM CASE STUDY

A crm for technology. dell technologies uses coveo, how dell’s intranet esat score climbed 37 points in 12 months.

“With Coveo we can bridge the gap between expectations and experiences.” Will Hudson VP, IT Marketing

About Dell Manufacturing

Dell helps organizations and people build their digital future, and transform how they work, live, and play.

When Dell and EMC joined forces in 2016, it represented the largest technology merger in history.

One of their unifying platforms was their intranet, Inside Dell – the place to go when you don’t know where to go, who to work with, or what to do. Today, it’s the digital destination that brings together 165,000 team members, but it wasn’t always this way.

Breaking the cycle of intranet upgrades

“On day 1, a new hire had to go to 50 different places, that all look different, just to get up and running, and gain proficiency in their job.” Ruchi Garg , Product Manager,  Inside Dell

Prior to its relaunch,  Inside Dell  was the company’s lowest scoring enterprise application for employee satisfaction with an average ESAT score of 23%. Like at many organizations, the intranet was an under-invested technology, caught in a multi-year upgrade cycle that was more aligned with maintenance contracts than user needs.

It wasn’t until a change in perspective, combining the intranet and search initiatives together, that a new vision for the digital workplace took shape.

It’s as much about the journey, as it is the destination

In order for a digital workplace to support the changing work environment, it has to be designed for a flexible, consumer-like computing environment that emphasizes usability, autonomy, and community-oriented collaboration.

In preparation for the intranet relaunch at Dell, a sampling of employees was gathered across each unique role in the business to map expectations and inform decisions in its design.  Inside Dell ’s relaunch was an opportunity to rebuild trust.

“Making sense of all those different resources available to employees, it can be confusing at times – and hard. One of the reasons why we adopted Coveo as our internal search is to help give some clarity to that.” Will Hudson

While rolling out the new intranet, the team approached every email and every help ticket as an opportunity to improve. As the feedback came in, the team was prepared to iterate, making small changes to the query pipelines that led to big impacts to relevance and an exponential increase in satisfaction.

The team at Dell combined Adobe Analytics’ traditional web metrics such as visits and pageviews with Coveo’s rich reporting to identify content gaps and understand which employee interactions lead to successful outcomes.

Every new piece of feedback was an internal marketing opportunity. Every advocate became an active participant in changing how employees viewed the intranet. Dell’s philosophy:  Go above and beyond to serve employees, and see the impact it has.

Working better amidst growth and change

Post launch, ESAT scores climbed from 23% to over 60%, recording the most significant quarterly jump ever by an IT application at Dell and taking home the prize of most improved application each quarter in its first year of operation.

More and more employees began to rely less on bookmarks, and more on the search engine to locate what they were looking for.

Search was not just for content, but people too. With the power of Coveo, a Dell employee doesn’t need to know a person’s name to find them; all they need to know is the skill they’re searching for.

Dell’s team also experienced some halo benefits in their content strategy. As their intelligent search got more use, content teams could rely less heavily on carving out space on the intranet homepage, freeing up valuable real estate for other priority communications from teams.

“You’ve got to look at the big picture. It’s not just about where one digital product needs to go, but how an entire ecosystem of products needs to work together.”  Will Hudson

Inside Dell  is now the application gateway when you can’t remember how to file an expense report; it’s the starting point for search when you don’t know who to turn to or where to look; and it’s the rallying point when you just want to know what’s new. It’s everything an enterprise intranet should be. So you can get in, get out, and get back to work.

Today, Dell continues to expand its use of Coveo in its pursuit of relevance, as new content sources come online and business units are strategically aligned.

Hudson says, “Coveo data and AI will help [our team] uncover preferences and priorities in order to build better experiences, whether it’s a new hire trying to navigate the business or a long-standing contributor just trying to stay connected.”

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CRM Case Studies With Examples

What is a crm case study.

• Customer service
• Project development
• Human resources (HR)

What’s Included in CRM Case Studies?

• Client profile— company type, industry, and a brief history and description of the company
• The situation— the circumstances that led the company to become interested in a CRM solution
• The challenges— the problems and issues the company was facing that a CRM solution could solve
• The process— the heart of the case study, showing how the CRM vendor or service provider performed its services in a way that met or exceeded the client’s goals and expectations
• The results— the benefits to the client at the end of the day
• Vendor/service provider profile— brief description of the vendor or service provider including contact information

The Benefits of a CRM Case Study in the Selection Process

How tec's crm case studies can help you to find the best-fit crm system, tec’s software selection process.

• Assess : Assess the client’s business processes and goals, gaps in key processes, and discover their functional requirements
• Review : Review CRM solutions and vendor capabilities to meet the client’s business needs
• Identify : Identify the shortlist of CRM vendors and their partner(s)
• Demonstration : Assess CRM solution demonstrations scripted to the client’s business processes
• Proposal : Create and distribute CRM request for proposal (RFP) to vendors to clarify deliverables and project TCO (total cost of ownership)
• Reference : Evaluate CRM vendor and their partner(s) through reference checks from real-world clients on previous projects
• Contract : Perform contract review and price negotiations on behalf of the client for cost savings
• Implementation : Perform oversight and monitor the implementation of the CRM application(s) to enable successful transformation and business growth

Access Our Free Library of Case Studies to Learn More About CRM

TEC provides an extensive library of case studies across all types of enterprise software , including CRM . Below we have selected two TEC case studies that showcase how TEC has helped organizations evaluate CRM software systems and select the ideal CRM system for their current and future business needs: Honor Credit Union (HCU)—A Finance & Banking CRM Case Study Honor Credit Union (HCU), a not-for-profit financial institution, faced challenges with a disparate IT setup and lack of unified CRM system, hindering its customer service efforts. Partnering with TEC, HCU underwent a comprehensive process of business assessment, CRM market review, vendor shortlisting, evaluation, contract review and negotiation, leading to the selection and successful implementation of a CRM system that streamlined back-office processes and enhanced customer experience. Read the case study . Acumed—A Manufacturing CRM Case Study Acumed, a global orthopedic and medical solutions provider, faced challenges with their previous CRM system that lacked functionality tailored to their unique sales needs, impacting visibility into sales performance and consignment-based inventory. With TEC's guidance, Acumed went through a comprehensive evaluation process, including requirement assessments, product demonstrations, and contract negotiations, to select a CRM system that addressed the company's complex needs, facilitated consignment-based sales and inventory tracking, and improved management of customer data. Read the case study .

These enterprise software case studies provide insight into the way business solutions work to optimize key processes through best-fit CRM software systems . For companies interested in more information about CRM selection and implementation, or assistance with their CRM project, please contact us today. Get your free business software case study today!

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12 Successful CRM Implementation Case Studies to Learn From

CRM implementation can seem like a monumental task to complete. From knowing which CRM to choose, to understanding how to fit it in with the rest of your sales stack , there’s a lot involved from pricing to convincing decision-makers to making sure it works well from the start.

If you’re looking for CRM implementation case studies to give you ideas and confidence to get started, then look no further.

12 CRM Case Studies

Want to get this done right (the first time)? Learn from the CRM case studies of companies that implemented a new CRM successfully to improve the customer experience, drive customer engagement , and increase revenue.

1. How Customer.io Uses Automated Handoffs to Enable Smarter Sales

Company: Customer.io

Customer.io is an established martech provider that needed a CRM to work better with both an inbound and outbound sales process. Plus, they needed it to fit well with their current tool stack and give them automated workflows.

This case study interview with Alex Patton, Director of Marketing & Operations at Customer.io, digs deeper into the technical setup the company uses with their CRM platform and how that process maximizes the team’s time and productivity.

2. 6 Tips for Assessing Your CRM + Optimizing Workflow—from a Revenue Coach

Company/Organization: High Kick Sales

Kyle Stremme’s consulting firm, High Kick Sales, enables sales teams to create an optimized process and tech stack. This case study digs into the insights Kyle learned from helping B2B and B2C companies develop their CRM system and process, plus details into how he helps managers analyze their current CRM and decide on a better system.

3. Implementing Customer Relationship Management (CRM) in Hotel Industry from an Organizational Culture Perspective

Company: Anonymous UK hotel chain

This study done by the International Journal of Contemporary Hospitality Management looked into a hotel chain in the UK as they implemented a new CRM, taking note of what worked and what didn't about their process for implementation.

They administered a questionnaire among 346 managers of a hotel chain and found that organizational culture readiness was one of the most determining factors in the success of a CRM implementation.

4. Choosing and Implementing a CRM for Small Business

Company: Bean Ninjas

Bean Ninjas is an accounting firm for eCommerce businesses. Their tech stack was dissonant and unconnected, and their ‘CRM’ (actually a project management tool) didn’t even have email built-in. The lack of functionality was impacting their business.

Their self-written case study goes through the entire process of choosing the right CRM, implementing the system into a more optimized sales workflow , technical integrations, and the end results.

5. How AAXIS Digital is Saving an Estimated $250,000 by Switching from Salesforce to the HubSpot CRM Platform

Company: AAXIS

This CRM implementation case study focuses on how an enterprise company chose to migrate from one large CRM to another, saving them lots of money on a system they weren’t using to the full.

The case study digs into how they chose their new CRM, and what they’ve been able to accomplish with it including increasing marketing automation and better aligning sales and marketing. Check out our list of CRM implementation resources for specific Salesforce resources.

6. Replacing HubSpot with Close: Scaling Trufan in a CRM Reps Love

Company: Trufan

Trufan (now Surf for Brands) is a fast-growing SaaS startup with a target market that is tech-savvy. So, they needed a CRM that could move quickly alongside their team, helping them build well-constructed automations that could scale as they grew.

This CRM implementation case study shows how a wrong decision slowed their progress, and how a new solution helped them scale faster.

7. A Successful CRM Implementation Project in a Service Company

Company: Anonymous service company from Slovenia

This academic case study by Piskar Franka and Armand Faganel digs into the process a service company in Slovenia took alongside CRM consultants to help them implement a new solution.

They concluded that a proper CRM implementation can improve the relationship with customers , achieve larger information sharing between employees, and lead to better strategic decisions. This is mostly interesting for historical purposes, as it gives you some insight into the complexity that were involved in implementing a CRM into a larger company in 2007.

8. Hownd Cut CRM Costs by 80% in 2 Weeks—While Saving SMBs During COVID

Company: Hownd

Hownd works with brick-and-mortar businesses to get more foot traffic, and their mission since the start of the pandemic is to help SMBs get back on their feet and recover. They needed a CRM that would help them cut their own costs in order to help others, and that would also help them move quickly to fill the needs of their customers.

This case study/COVID success story shows how Hownd found the right CRM for their business, cut costs, streamlined their process, and continues to help SMBs survive through hard times.

9. The Ultimate Team Effort: How the Close Sales Team Joins Forces to Build More Solid Deals

Company: Close

This unique case study is the story of our very own CRM software company and how we’ve implemented our own CRM tool into our sales stack. This case study digs into the nitty-gritty of technical setups and integrations, API, and how it all works together for a smooth, profitable process.

10. Switching to HubSpot Adds up for Casio

Company: Casio

This enterprise CRM implementation case study shows how consumer electronics company Casio switched from a custom-built CRM to one that was more inclusive for their marketing and sales teams. It shows how they updated their inbound marketing process and increased their new customer sales by 26%.

11. The Unique Sales Process ResQ Club Uses to Power It's Mission to Zero Food Waste

Company: ResQ Club

ResQ Club, a Finnish company on a mission to make zero food waste a reality, needed a CRM solution that would help them track customers and partners and scale quickly.

This case study shows how they used Close to build their own custom processes with Custom Fields , email sequences that are personalized to different European cities, and Smart Views that keep sales reps focused on the right deals.

12. Strategic Issues in Customer Relationship Management (CRM) Implementation

Company: Anonymous UK manufacturing company

This paper from 2003 by Christopher Bull from the Department of Business Information Technology at Manchester Metropolitan University Business School discusses the effects of a strategic customer relationship management process and how it affected this manufacturing company.

The results of this study highlighted that CRM implementations frequently failed. It also referenced a study of 202 CRM projects which concluded that only 30.7% of organizations said the CRM implementation achieved improvements in the way they sell to and service customers.

Testimonials that Highlight the Benefits of CRM Implementation

Once you’ve implemented a new CRM, what kind of benefits should you expect? It depends on your company and current pain points. If you'r considering switching to a new CRM or implementing one for the first time, here’s what real CRM users say:

1. Nick Parker, Founder at FTOCloud

“With Close, we're able to keep track of hundreds of deals and clients over the span of multiple months while simultaneously unifying our team's communication.”

2. Tim Griffin, Founder & CEO at Cloosiv

“ We didn’t start getting traction until we started using Close. I don’t know if the company would still be here if we hadn’t implemented it.”

Read the whole story here.

3. Maryl Johnston, CEO at Bean Ninjas

“The real benefit of Close is less about sales admin time and more about closing more deals. Because Close makes it very easy to stay in touch with customers and for Sales to manage their pipeline without needing a sales admin, we can now go into Close and see all the leads in a broad view.”

4. Aimee Creighton, Sales Administrator at Bean Ninjas

“ The biggest win for me is the cut-down in labor time of setting up leads in our task management system (not designed for lead management) and ensuring all fields are filled out. It significantly reduced the time-intensive manual process of documenting leads. I feel like Close has completely cut that down, and everything is right there from the dashboard. I think it’s been worth the investment.”

5. Monika Tudja, Business Development Manager at Now Technologies

“ I can't imagine my work-life without Close - I've been using it at my previous company and I 'demanded' implementing it on my first day at the current one. I'm useless without Close. Seriously thinking about getting an account for my personal life.”

6. Sara Archer, Director of Sales and Marketing

“ Since we've started using Close, we've QUADRUPLED our average revenue per user.”

Read how they did it here.

7. Sarah Haselkorn, Head of Sales at MakeSpace

“ You guys [at Close] have been a HUGE part of our growth so far, and with your support I have so much confidence that our sales team is set up to scale.”

8. Duncan Burns, VeggiDome

“I am able to stay on top of my outreach, correspondence, and follow-up seamlessly AND relax enough to do a better job, knowing that I'm not missing a beat!”

9. Michael Grady, Lazarus

“ This is a CRM that is all about focus with no bloat which is exactly what inside sales needs.”

10. Aubrey Lim, ThreeTrees

“My first time using a CRM. 8 months in and it's frictionless to use. My favorite features: being able to pull up colleagues' emails to a particular lead, bulk-uploading contacts, email templates.”

11. Timothy Corey, Director of Sales at Commonwealth Joe

“Close allows us to see where we should spend our time and effort. We can look at our sales for the same quarter last year and know what worked well and what didn’t -- this allows me to know where to put my energy, on what companies, and in what markets.”

Ready to Write Your Own CRM Implementation Success Story?

The right CRM helps you easily access customer information, track contacts, qualify leads, improve conversion rates and so much more. If you're ready to implement a CRM, we can help.

For a successful CRM implementation , you need a clear plan to follow. That’s why we’ve given you the right resources to make a better decision. Get our CRM implementation guide here:

ACCESS OUR CRM IMPLEMENTATION GUIDE →

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Strategic expansion: Canadian companies' roadmap to US capital success

Our latest guide will give you direct-application tools to help tap into the US funding market.

Case study: Dell—Distribution and supply chain innovation

Read the highlights

• Cutting out the middleman can work very well.
• Forgoing the retail route can increase customer value.
• Re-examine & improve efficiency for process/operations.
• Use sales data and customer feedback to get ahead of the curve.

In 1983, 18-year-old Michael Dell left college to work full-time for the company he founded as a freshman, providing hard-drive upgrades to corporate customers. In a year’s time, Dell’s venture had $6 million in annual sales. In 1985, Dell changed his strategy to begin offering built-to-order computers. That year, the company generated $70 million in sales. Five years later, revenues had climbed to $500 million, and by the end of 2000, Dell’s revenues had topped an astounding $25 billion. The meteoric rise of Dell Computers was largely due to innovations in supply chain and manufacturing, but also due to the implementation of a novel distribution strategy. By carefully analyzing and making strategic changes in the personal computer value chain, and by seizing on emerging market trends, Dell Inc. grew to dominate the PC market in less time than it takes many companies to launch their first product.

No more middleman: Dell started out as a direct seller, first using a mail-order system, and then taking advantage of the Internet to develop an online sales platform. Well before use of the Internet went mainstream, Dell had begun integrating online order status updates and technical support into their customer-facing operations. By 1997, Dell’s Internet sales had reached an average of $4 million per day . While most other PCs were sold preconfigured and pre-assembled in retail stores, Dell offered superior customer choice in system configuration at a deeply discounted price, due to the cost-savings associated with cutting out the retail middleman. This move away from the traditional distribution model for PC sales played a large role in Dell’s formidable early growth. Additionally, an important side-benefit of the Internet-based direct sales model was that it generated a wealth of market data the company used to efficiently forecast demand trends and carry out effective segmentation strategies. This data drove the company’s product development efforts and allowed Dell to profit from information on the value drivers in each of its key customer segments.

Virtual integration: On the manufacturing side, the company pursued an aggressive strategy of “virtual integration.” Dell required a highly reliable supply of top-quality PC components, but management did not want to integrate backward to become its own parts manufacturer. Instead, the company sought to develop long-term relationships with select, name-brand PC component manufacturers. Dell also required its key suppliers to establish inventory hubs near its own assembly plants. This allowed the company to communicate with supplier inventory hubs in real time for the delivery of a precise number of required components on short notice. This “just-in-time,” low-inventory strategy reduced the time it took for Dell to bring new PC models to market and resulted in significant cost advantages over the traditional stored-inventory method. This was particularly powerful in a market where old inventory quickly fell into obsolescence. Dell openly shared its production schedules, sales forecasts and plans for new products with its suppliers. This strategic closeness with supplier partners allowed Dell to reap the benefits of vertical integration, without requiring the company to invest billions setting up its own manufacturing operations in-house.

Innovation on the assembly floor: In 1997, Dell reorganized its assembly processes. Rather than having long assembly lines with each worker repeatedly performing a single task, Dell instituted “manufacturing cells.” These “cells” grouped workers together around a workstation where they assembled entire PCs according to customer specifications. Cell manufacturing doubled the company’s manufacturing productivity per square foot of assembly space, and reduced assembly times by 75%. Dell combined operational and process innovation with a revolutionary distribution model to generate tremendous cost-savings and unprecedented customer value in the PC market. The following are some key lessons from the story of Dell’s incredible rise:

1. Disintermediation (cutting out the middleman): Deleting a player in the distribution chain is a risky move, but can result in a substantial reduction in operating costs and dramatically improved margins. Some companies that have surged ahead after they eliminated an element in the traditional industry distribution chain include:

• Expedia (the online travel site that can beat the rates of almost any travel agency, while giving customers more choice and more detailed information on their vacation destination)
• ModCloth (a trendy virtual boutique with no bricks-and-mortar retail outlets to drive up costs)
• PropertyGuys.com (offers a DIY kit for homeowners who want to sell their houses themselves)
• iTunes (an online music purchasing platform that won’t have you sifting through a jumble of jewel cases at your local HMV)
• Amazon.com (an online sales platform that allows small-scale buyers and sellers to access a broad audience without the need for an expensive storefront or a custom website)
• Netflix (the no-late-fees online video rental company that will ship your chosen video rentals right to your door)

2. Enhancing customer value: Forgoing the retail route allowed Dell to simultaneously improve margins while offering consumers a better price on their PCs. This move also gave customers a chance to configure PCs according to their specific computing needs. The dramatic improvement in customer value that resulted from Dell’s unique distribution strategy propelled the company to a leading market position.

3. Process and operations innovation: Michael Dell recognized that “the way things had always been done” wasn’t the best or most efficient way to run things at his company. There are countless examples where someone took a new look at a company process and realized that there was a much better way to get things done. It is always worth re-examining process-based work to see if a change could improve efficiency. This is equally true whether you’re a company of five or 500.

4. Let data do the driving: Harnessing the easily accessible sales and customer feedback data that resulted from online sales allowed Dell to stay ahead of the demand curve in the rapidly evolving PC market. Similarly, sales and feedback data were helpful in discovering new ways to enhance customer value in each of Dell’s key customer segments. Whether your company is large or small, it is essential to keep tabs on metrics that could reveal emerging trends, changing attitudes, and other important opportunities for your company.

See additional learning materials for distribution .

Summary: Dell combined operational and process innovation with a revolutionary distribution model to generate tremendous cost-savings and unprecedented customer value in the PC market.

Read next: customer discovery: identifying effective distribution channels for your startup.

Strickland, T. (1999). Strategic Management, Concepts and Cases . McGraw Hill College Division: New York.

Customer discovery: Identifying effective distribution channels for your startup

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For sales reps:, 7 crm implementation case studies that every growing business can learn from.

Updated On: 05 Sep, 2023

“We are surrounded by data, but starved for insights.” ~ Jay Baer, Marketing and Customer Experience Expert

It doesn’t matter how much data is available unless we can derive meaning from it. As per a study, businesses are missing out on $5.2 million in revenue due to untapped data.

Certainly, every business is collecting plenty of data on a regular basis but not every business is using it properly. The difference lies in the fact that not every business is using a CRM that can become a game changer for them.

Also, every customer expects a lot from the chosen brand. So, it requires all businesses, whether growing or established, leverage the power of a CRM and serve their customers better.

CRM may mean different things for different businesses but the ultimate goal is to satisfy their customers through great customer experiences. The many features and functions of a CRM can play a crucial role in this and that’s why 91% of businesses with over 10 employees use a CRM.

However, CRM implementation can be a big task for growing businesses. From finding out what they need from their CRM to making a CRM choice, there’s a lot that needs to be done.  But you are not alone if this seems like a monumental task for you.

1. Omega Financial

2. vk ventures, 3. fitness bell india, 4. moneynotsleep, 5. ajay modi travels, 6. learn digital academy, 7. upanal cnc solutions, want to write your own story, 7 best crm case studies.

To give you the confidence and ideas to get your CRM implementation done right without any hassle, we have put together useful CRM case studies based on our own customers. Every CRM case study here highlights important CRM use cases and vital learnings that can help you in a number of ways.

Take a look at each CRM case study and learn how you can make the most of a CRM and get the implementation done right as per your business needs.

About the Company

Omega Financial is a renowned name in financial distribution that focuses on investment, particularly in mutual funds, and has been operating since 2010. They combine science, data, and technology with human expertise to deliver top-notch wealth management services.

🚩 Challenges They Were Facing

Being a part of the Fiserv sector, Omega Financial deals daily in bulk transactions and processes. Every transaction follows its distinct path and involves various customer touchpoints. Moreover, these transactions take place on a global scale, spanning both online and offline channels.

The main difficulty lay in overseeing the progress of these numerous operations, ensuring no task was overlooked, and assessing the overall business’s well-being. To address this issue, they required a centralized platform that could centralize all operational aspects and foster improved team collaboration.

How Kylas Helped?

Kylas has proven to be a game-changer for Omega Financial, leading to a remarkable enhancement in its operational efficiency. By implementing this CRM, the company has successfully streamlined its processes, enabling teams to work more efficiently and collaborate seamlessly. As a result, productivity has seen a significant boost across the entire organization.

One tangible outcome of this improvement is a remarkable 45% growth in sales. To effectively track and quantify sales performance , the company has adopted a system of assigning weightage points to each deal closed by salespersons.

Prior to implementing Kylas, sales executives were struggling to reach the target of 1500 points, typically achieving only 500-600 points. However, with Kylas in place, the average executive now consistently surpasses the target, scoring higher than 1500 points.  

Customer Testimonial ⭐

“We have seen a 45% increase in our sales in the past year- all thanks to Kylas. My team’s overall performance and productivity have improved because of the automation in the system. Even though Kylas is a Sales CRM all my departments use it on a daily basis. Kylas has helped us transition from hard work to smart work and I would like to rate it 5/5.” – Yogendra. S, Director of Sales, Omega Financial

Read more →

VK Ventures holds a significant position in the e-commerce and fintech sectors. The company has created a portal that facilitates merchants all over India to offer a wide range of financial and utility services. These services include account opening, cash deposits, withdrawals, recharge, bill payments, money transfers, micro-FDs, insurance, and more.

Through this portal, merchants can efficiently cater to their customer’s needs while earning a commission on every transaction they facilitate.

VK Ventures is an active player in the e-commerce and fintech sectors. The company has consistently emphasized providing exceptional services to its customers while prioritizing their needs. To support its operations, VK Ventures had an 80-member sales team utilizing a custom-developed CRM.

However, this CRM, developed in Ahmedabad, proved to be outdated and lacked essential features. As a consequence, the company encountered numerous challenges, particularly in effectively managing the large sales team and tracking leads generated from various marketing campaigns.

Thanks to Kylas, VK Ventures achieved a comprehensive customer view consolidated in a single database. This encompassed essential details like customer names, addresses, financial information, and more, readily accessible to the management.

The implementation of Kylas significantly enhanced operational agility for the company. VK Ventures successfully integrated with various external applications and ensured meticulous recording of every process in the CRM, thereby improving transparency.

The positive outcomes of this transformation manifested in increased sales and overall business growth for the company. VK Ventures now enjoys improved client management and better control over ad campaigns while making judicious expenditures across different sources.

“With Kylas, we have been able to track a plethora of fintech-related customer data with ease. Our sales reps can now instantly respond to customer inquiries, which has led to better conversion rates. The industry will witness growth in the times to come, and we are sure that with Kylas by our side, we will meet customer expectations and scale our business positively.” – Vinay Kedia, Director, VK Ventures

Fitness Bell India is a leading Fitness & Nutrition Consultation firm dedicated to helping clients achieve a healthier lifestyle. The company offers expert health advice, personalized diet plans, and tailored workout routines, all delivered through the collaborative efforts of a team of professionals, including dieticians, trainers, and healthcare experts.

With their guidance, Fitness Bell India can help you start your transformative journey towards improved health and a better physique.

Prior to adopting Kylas, Fitness Bell depended on Excel sheets to store customer records. Unfortunately, this manual data entry method was prone to human errors and consumed a significant amount of time.

As a consequence, data often became fragmented across multiple sheets, making it cumbersome to access historical information and past communications with prospects or clients. This disjointed flow of communication resulted in decreased customer experience and satisfaction.

Furthermore, the inflexibility of Excel sheets meant they couldn’t be customized to suit the company’s specific business needs, further hindering their operations. The absence of customized reporting capabilities also made it challenging to make data-driven decisions, adding to their business challenges.

Fitness Bell found the perfect fit for their needs with Kylas CRM, designed specifically for fitness professionals to efficiently engage, follow up with, and sell to clients. This user-friendly CRM empowered Fitness Bell to manage its sales process seamlessly, including contract renewals.

With Kylas, the sales team streamlined day-to-day operations related to data management, securely organizing all customer data for efficient nurturing and personalized touchpoints. Sales representatives tracked interactions with customers, while Kylas’s adaptability accommodated various membership options.

The sales manager easily assigned leads and tasks to specific staff members, ensuring timely follow-ups. The customizable dashboard provided comprehensive oversight for management, and Data Export functionality simplified data transfer.

Fitness Bell gained valuable insights for decision-making through crucial sales metrics and customized reports. Kylas’s multiple integrations fostered better relationships and faster conversions while linking WhatsApp business accounts strengthened customer connections.

Kylas played a vital role in promoting CRM adoption within the sales team, contributing to improved efficiency and success.

“With Kylas, we could scale up sales and improve customer engagement in the past 3 months. Features like Smart Filters helped us to filter data, identify hot and warm leads, and prioritize our leads. We are very happy to say that Kylas not just helped in team collaboration, but improved customer engagement as well.

Kylas does a great job of listening to its customers and keeping up with their feature-related demands. It’s a trustworthy platform that has helped in our path to success.” – Himanshu Kumar, Co-Founder, Fitness Bell India

MoneyNotSleep stands out as India’s pioneering Financial Media House tailored exclusively for Part-Time Traders. Established on December 8th, 2020, MoneyNotSleep is dedicated to delivering essential financial news updates, highlighting investment and trading opportunities, and providing market predictions for the best-performing stocks, equities, bonds, and companies.

Amidst the Covid challenges, MoneyNotSleep ventured into creating a platform for potential investors to build wealth through trading channels. However, as the business grew, it faced several hurdles. One major challenge was handling fragmented data stored in Excel, making it difficult to track leads and deals, impacting sales performance and growth.

The lack of team collaboration in closing deals was apparent, with internal communications suffering, leading to missed information by sales reps. Transitioning to a remote workforce during the pandemic added complexity in monitoring the sales team’s activities.

Recognizing the need for a comprehensive solution, MoneyNotSleep sought to reevaluate its technology strategy. They needed a scalable, integrated, and efficient platform to cater to bespoke needs while enhancing customer experience. Flexibility and adaptability were vital factors in their search for the right solution.

When the pandemic forced MoneyNotSleep to transition to remote work, coordinating with their dispersed sales teams became a challenge. However, Kylas proved to be a savior, facilitating collaboration among remote sales reps and significantly improving team performance.

Kylas brought about a revolutionary change by providing a comprehensive view of customers through centralized data management. The sales team could now track every interaction with leads, customers, and deals, gaining insights into customer behavior to cater to their needs effectively. This transformation from fragmented processes to a fully-integrated system empowered managers with complete control and visibility.

The multi-metric & multi-dimensional Reporting feature in Kylas enabled the sales team to generate performance and sales forecasting reports efficiently, surpassing the previous manual methods of progress tracking. Even while working from home, the sales manager could closely monitor the team’s activities and productivity.

Kylas streamlined data importing, particularly from external sources like their Leads databases, saving time and reducing manual tasks. With routine tasks automated, the sales team’s productivity surged, resulting in a faster sales process pipeline.

Inter-team communications improved significantly with Kylas, enabling a clear visualization of the entire customer journey and facilitating necessary corrections. The Kylas mobile app made curating client information more convenient, leading to better customer support on the go and enhanced satisfaction.

Reflecting on their journey with Kylas, Nishant appreciated the improved flow of information within the organization, directly impacting the end user’s customer experience positively. Kylas played a crucial role in helping MoneyNotSleep navigate the challenges of remote work during the pandemic and elevating their sales operations to new heights.

“After implementing Kylas, the sales team started leveraging the full potential of Kylas’s automation capabilities to take over a number of activities currently executed manually. Kylas has made our sales team more efficient and effective by automating their daily activities, reducing manual efforts, and saving time. Now our sales team can focus more on selling.

I am excited to say that with Kylas, the sales activity has increased by a whopping 150% in the last 3 months. Not just that, the revenue also went up by 20%. Kylas has allowed us to support clients better in the selling process, in turn, leading to greater customer satisfaction.” – Nishant Mishra, Co-founder, MoneyNotSleep

Ajay Modi Travels , based in Ahmedabad, is a well-established travel service company renowned for its diverse range of travel-related offerings across India. With over two decades of experience, the company remains dedicated to delivering top-notch services and tailor-made holiday packages to its valued customers.

The Indian travel and tourism industry took a hit during the pandemic, causing a significant decline in both domestic and international travelers. Ajay Modi Travels also experienced the adverse effects of this situation, leading to an unexpected slowdown in their business.

As the pandemic situation gradually improved, the travel industry began to witness signs of recovery, and Ajay Modi Travels saw a surge in inquiries. Recognizing the opportunity to capitalize on this increased interest and fortify their position in the market, the team decided to take action.

The influx of inquiries brought a diverse range of requests for customization, highlighting the need for a robust system to manage customer data and streamline all processes. Additionally, handling bulk data through manual entry became inefficient, prompting the search for an automated solution that could efficiently manage appointments and booking deadlines, ensuring no opportunities were missed.

Thanks to Kylas CRM, Ajay Modi Travels achieved a comprehensive 360-degree view of their customer database, including crucial details like names, addresses, booking history, and more. This enabled travel agents to efficiently manage customer accounts and handle bookings, saving valuable time.

The streamlined tracking of miscellaneous travel-related data made responding to inquiries easier, improving conversion rates.

Mr. Alaap Modi expressed satisfaction with Kylas’s support and customizable features. The platform seamlessly integrated lead capture forms, prioritized inquiries, and assigned them to the right agents. Workflow automation empowered in-house tour managers to create custom rules based on customer preferences.

With Kylas’s automation, concerns about missed appointments or inquiries vanished, as custom rules ensured prompt communication through emails and reminders. Mr. Alaap Modi also praised Kylas’s receptiveness to new ideas, making the partnership even more valuable for Ajay Modi Travels.

“Currently, we have 20+ users using Kylas, and let us tell you that they have not missed a single lead or call from any prospective traveler. Kylas didn’t just help us boost our sales; it also helped us build strong relationships with our clients. In fact, in the last 6 months, our sales increased to 30% and our customer satisfaction improved by 20%. This CRM is beneficial for businesses looking forward to scaling new heights. I would recommend Kylas CRM to everyone in the travel & tourism industry.” – Aalap Modi, Co-Founder, AjayModi Travels

Learn Digital Academy is a specialized training institute committed to empowering students with university certifications and on-campus placements. Distinguished as India’s sole awarded agency-based digital education institute, they offer a comprehensive learning journey encompassing training, certification, internships, and placement opportunities.

With a dynamic team of professionals, their mission revolves around upskilling aspiring individuals in cutting-edge disciplines like digital marketing, data science, artificial intelligence, and graphic design. As they continue to grow, Learn Digital Academy remains dedicated to providing a transformative learning experience for all.

As Learn Digital Academy expanded as an Ed-Tech business, its counselors found themselves handling a substantial amount of information daily. Initially, they utilized LeadSquared as their CRM for the sales team. However, when the management made the decision to downsize the sales team, they had to transition to using Excel and Google Sheets for data management.

The counselors at Learn Digital Academy regularly reached out to prospective students to identify suitable candidates and boost enrolments. Managing call logs for each call on Excel became a challenging task, leading to difficulties in following up on inquiries promptly, which ultimately resulted in a decline in the enrolment rate.

Recognizing that Excel sheets were no longer sufficient to meet their needs, Nishant realized it was time to explore alternative solutions for their data and customer management requirements.

Kylas CRM proved to be a game-changer for LearnDigital Academy, streamlining student enrolments and admissions with its comprehensive view of every contact and inquiry. The team seamlessly synchronized inquiries from various sources, efficiently tracked incoming students and stored all their details in one centralized location.

The Bulk Update and Bulk Delete features offered by Kylas CRM significantly reduced manual efforts, enabling the team to manage a large volume of student inquiries effortlessly and save valuable time.

Nishant highlighted the transformative impact of Kylas CRM on their counselors, who can now make one-click calls to candidates through IVR directly from the platform, greatly enhancing their outbound efforts.

Moreover, Nishant commended the seamless onboarding and adoption process for this new platform. The availability and responsiveness of Kylas’s Customer Success team through various communication channels, including Telephony, Chat, WhatsApp, and Email, impressed Nishant.

He further praised the team’s promptness in responding to queries within an hour and resolving issues within 24 hours, always handling their requests with utmost priority.

“Kylas’ notes, task reminders, and meeting updates have helped our counselors organize their daily tasks better. Our productivity has improved with this CRM system and most importantly- now we do not miss out on a single lead.

The productivity dashboard, multi-dimensional reports, and Smart Lists in Kylas helped us track inquiries that needed follow-up by our counselors .

I am delighted to say that due to timely follow-ups through Kylas’s automated messages and emails, our overall enrolment rate has improved significantly by 30%.” ­ – Nishant Jhunjhunwala, Co-Founder, Learn Digital Academy

Established in 2011, Upanal CNC Solutions specializes in offering service and maintenance programs for all CNC machine services. As a prominent wholesaler and dealer, Upanal provides a wide range of products, including Milling Machines, Turning Machines, CNC Machine Spare Parts, and more.

Headquartered in Bengaluru, Upanal is known for its tailor-made service and maintenance programs, catering to various needs, from simple care maintenance of technically challenging CNC machines to handling exceptional masterpieces in the industry.

Upanal CNC Solutions, a thriving business, upholds the belief of delivering top-notch service at competitive rates, all while understanding and catering to the unique requirements of its clients. As its clientele base expanded rapidly, Upanal recognized the importance of having a cohesive system that could provide a clear overview of its sales pipeline.

To meet their evolving needs, Upanal sought a CRM solution that would efficiently organize their sales team’s workflow and minimize errors in data collection. They required software that would enable their sales team to consistently follow up with clients, thereby enhancing the likelihood of lead conversions.

Thanks to Kylas, Upanal gained invaluable transparency, allowing them to access a comprehensive view of each customer’s activity log in a single place. The need for centralized information concerning clients, leads, and deals, including contacts, calls, past meetings, and opportunities, was fulfilled, significantly enhancing the visibility of their sales pipeline .

When asked about the top three features appreciated by Poonam, she highlighted Kylas’s ability to create custom reports and provide insights into sales performance. The automated workflows were also a standout feature as they allowed for streamlined sales processes. Additionally, the in-app notifications kept the sales representatives updated, ensuring no important updates or tasks were missed.

“Not only that, Kylas’ robust customer service helped us with quick training that helped our team get adapted to new business processes easily. Transitioning from one software to another was effortless.

It has been going great with Kylas and I am glad we made the switch. As a sales CRM, I would rate it 4/5.” – Poonam Anvedkar, Internal Sales Team Leader, Upanal CNC Solutions

With the right CRM in place, you can serve your customers in the best manner possible. If the CRM implementation is done correctly, it doesn’t matter how much your customer expectations evolve. You will always be on top of your sales.

If you want to understand how Kylas can help your business grow, Schedule your Demo with us and we will tell you how.

Shagun Sharma

Shagun is a content marketer at Kylas, extremely well-versed in all things Marketing. She works closely with the sales team to create best-in-class content for our readers. Her experience combined with her thorough research skills makes all her blogs very in-depth and insightful. In her leisure time, Shagun enjoys hiking, gardening, and immersing herself in music.

• CRM case study
• CRM Implementation
• CRM implementation case studies

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Why Dell’s ThinOS runs on FreeBSD

Dell Technologies is a global leader in information technology, offering a wide range of products and services, including personal computers, servers, networking, and storage solutions. Known for its innovative approach to technology, Dell’s mission is:

 “to be the most successful computer company in the world at delivering the best customer experience in markets we serve.”

The company’s ThinOS 9, inherited by its acquisition of WYSE Technology, is an embedded operating system for thin client devices in virtual workspace solutions.

Several Dell products use ThinOS 9, such as the OptiPlex 3000 Thin Client, the OptiPlex All-In-One, and the Latitude series laptops, such as the Latitude 3440 and 5440. ThinOS is a ready-to-deploy solution that aims to improve virtual desktops while offering a secure platform for applications and services. It provides users with a seamless and integrated experience, whether remotely or from the office. It’s a software environment that optimizes virtual workspaces.

The latest version, ThinOS 9, is built on FreeBSD 12 with other 3rd-party open source components and is well-known for its robust security and stability. This aligns with the requirements of modern enterprises that demand high performance and protection in their computing solutions.

The significance of security and stability in the design of ThinOS

ThinOS’s architecture follows a “secure by design” philosophy. This approach minimizes potential attack surfaces by providing a locked-down desktop experience that ensures sensitive data and personal information remain inaccessible on local devices. 

This security-first approach aligns with the core principles of FreeBSD, which provides a reliable and controlled kernel environment, further enhancing ThinOS’s secure nature.

The stability of FreeBSD is another critical factor in its selection as the backbone of ThinOS. Unlike other operating systems, frequent updates do not introduce instability, as FreeBSD’s kernel offers reliability and predictability critical for enterprise environments. This stability reduces administrative overhead and ensures consistent performance, making it an ideal choice for ThinOS.

Why FreeBSD?

Choosing FreeBSD as the base of ThinOS was a strategic decision driven by several key factors:

• License Advantages: FreeBSD’s BSD license offers customization flexibility without the obligation to disclose proprietary enhancements. This aspect is crucial for Dell, allowing the company to tailor the OS to its specific security and performance needs while maintaining proprietary control over its software.
• Engineering Efficiency: Dell’s engineering team benefits from FreeBSD’s stable kernel source code. It simplifies integrating and maintaining customized code, reducing the effort and resources required to keep ThinOS up to date.
• Security Enhancements: The stability of the FreeBSD kernel, coupled with the permissive BSD license, which allows vendors to keep proprietary modifications under wraps, significantly bolsters ThinOS’s security posture and creates a robust platform less susceptible to attacks than a CopyLeft-based system with GPL components.

Future plans and expectations

Dell’s commitment to FreeBSD is about leveraging its capabilities and collaborating to shape the future. The roadmap for ThinOS includes:

• Upgrade base OS to FreeBSD 14: The next version of ThinOS, version 10, will use the current release version of FreeBSD, version 14.
• Enhanced Hardware Support: Upgrading the FreeBSD kernel to support an ever-widening array of hardware platforms, ensuring ThinOS remains compatible with the latest technological advancements.
• Linux Application Compatibility: Improving FreeBSD’s Linux application binary interface (ABI) will allow a broader base of Linux applications to run seamlessly on ThinOS, enhancing its versatility and appeal.
• Driver Portability: Making it easier to port Linux device drivers to FreeBSD, which will streamline the integration process and the adoption of new hardware technologies.
• Advanced Security Features: This feature builds upon the MAC (Mandatory Access Control) framework to introduce more sophisticated security capabilities, fortifying ThinOS against emerging threats.

Dell’s commitment to open source and innovation with FreeBSD

Dell’s acquisition of WYSE and its decision to continue using FreeBSD as the basis for ThinOS demonstrates its ongoing dedication to open source principles and combines the robustness of enterprise solutions with the adaptability and innovation inherent in open source projects. The partnership between Dell and FreeBSD is not merely a technical choice but a reflection of a broader strategy that values security, stability, and collaborative development.

Through ThinOS, Dell demonstrates how commercial ventures can harness the power of open source software to create technologically advanced, secure, and reliable products. The future of ThinOS, powered by FreeBSD, looks promising, with continuous enhancements and a growing ecosystem that benefits both the open source community and enterprise users.

Contribute to the FreeBSD Project

Whether you’re mentoring, promoting FreeBSD, or participating in forums and mailing lists, your efforts drive innovation and growth of the Project. Support the FreeBSD project today by joining our vibrant community and helping build our long-standing and growing open source ecosystem! Enhance FreeBSD by improving documentation , addressing bug reports , submitting code , and engaging in discussions . Every contribution, big or small, helps evolve FreeBSD into a more stable, secure, and performant open source operating system.