Offering a world-class dining experience and impeccable service, Lawry’s The Prime Rib started serving its renowned Signature USDA Prime Ribs of Beef in Singapore in 1999. In an effort to improve the management and profiling of its customers, Lawry’s realized that as its customer’s grew, its solution using a Microsoft Office Excel 2003 spreadsheet would not scale. Lawry’s management wanted an intelligent, connected, and easy to use solution that would support targeted marketing campaigns. Lawry’s deployed Microsoft Dynamics CRM Online, CRM software delivered as a cloud service enabling easy instant-on anywhere access, predictable pay as you go pricing, and a financially backed service level agreement (SLA) to launch marketing campaigns faster and more effectively. As a result Lawry’s has improved the speed of its campaign delivery by 98 percent. Situation
Well-known as a celebratory restaurant, Lawry’s keeps customers coming back to celebrate the special moments in their lives by launching thematic marketing campaigns targeted at personal celebrations such as birthdays, anniversaries and graduations, as well as popular occasions such as Valentine’s Day, Mother’s Day, Father’s Day and the Christmas festive season.
Lawry’s built its customer database through having its customers complete membership and guest comment forms when they visited the restaurant. The details of these forms were manually entered into a Microsoft Office Excel 2003 spreadsheet. Lawry’s had an employee dedicated to the task of data-entry, which disrupted regular duties and as a result the database was not updated on a regular basis.
||As a business owner, you need to know three things – your product, your people and your customers. I know my product and my people, and now thanks to Microsoft Dynamics CRM Online, I can do a much better job of knowing my customers.
||Juan Ramon Jimenez
Executive Director Lawry’s The Prime Rib, Singapore
A major challenge faced by Lawry’s was data integrity. As a manually maintained database, data was not always accurate and there were duplicate records, which meant that each marketing message was sent out to customers multiple times. As Juan Ramon Jimenez, Executive Director, Lawry’s The Prime Rib Singapore, explains, “In our Excel database we had 30 percent duplicates, which meant large numbers of customers were receiving multiple contacts from the restaurant.”
With an inaccurate customer database, making marketing decisions was challenging for Lawry’s. Tammy Chua, Sales and Marketing Manager, Lawry’s The Prime Rib Singapore, explains, “We forecast a response to our marketing campaigns based on the number of customers who will receive promotional emails. If that number is inaccurate, then the forecasted response will be inaccurate, making it impossible to plan restaurant resources effectively.”
As the database grew, updating and maintaining the Excel 2003 database became even more time consuming and the integrity of the data was further compromised. “Keeping an accurate and timely database is critical to our organization’s long term survival, especially while operating in a country like Singapore where people move every three years,” comments Jimenez. Lawry’s soon realized that a CRM solution was vital for its marketing team to target customers effectively while achieving organizational efficiency.
As a small business, investing in an on-premise CRM solution was not practical due to the IT infrastructure and resources required. An on-premise CRM solution would mean making a sizeable investment in physical IT infrastructure, and allocating resources such as physical space, utilities, time, and disruption to business during deployment, as well as a dedicated IT team, resources that are not at the easy disposal of a small business. To meet the needs of the restaurant within its budget, a hosted CRM solution was required that would deliver the same features of an on-premise CRM solution including performance, minus a lengthy deployment time, and IT resources required for on-going maintenance. Furthermore Lawry’s was not willing to make a large investment in infrastructure to support a new solution.
Lawry’s needed a cost-effective solution that would help the restaurant scale its database effectively to meet the growth demands of the business. “We needed a CRM solution that would help us manage, profile and understand our customers better, as well as fit our existing business resources without making a huge demand on our resources,” confirms Jimenez.Solution
Lawry’s chose to partner with Microsoft Gold Certified Partner for Customer Relationship Management, 3P Solutions, to discuss its needs and then selected to deploy Microsoft Dynamics CRM Online. Delivered as a cloud service, Microsoft Dynamics CRM Online is a Web-based monthly subscription solution offering predictable pay-as-you-go pricing and instant-on anywhere access. The solution equipped Lawry’s with quick access to customer information though a familiar Microsoft Outlook experience ensuring rapid user adoption and fast results.
||The Microsoft Dynamics CRM Online solution is familiar, flexible, scalable and cost-effective and fits perfectly into our business.
||Juan Ramon Jimenez
Executive Director Lawry’s The Prime Rib, Singapore
Moreover, 3P Solutions ensured the solution fit into Lawry’s business by customizing the intelligent analytical tools of Microsoft Dynamics CRM Online such as real-time dashboards.
“When you’re making a big change in the organization, knowing the people and the brand you are dealing with is critical. We have always trusted Microsoft solutions and working with 3P Solutions was easy as they were informative, professional, and delivered on time,” states Jimenez.
The cloud based CRM solution can be accessed anytime and anywhere. Lawry’s employees have direct access to the database through a computer in the restaurant office. Employees can now access and update the database as and when they receive completed membership forms from customers.
With the duplicate detection feature in Microsoft Dynamics CRM Online, Lawry’s has the ability to identify and eliminate duplicate records and ensure data accuracy. Familiar Microsoft Office tools such as mail merge ensure faster execution of email campaigns. Lawry’s can visualize the business with configurable real-time dashboards that provide the marketing team with a holistic view of the database. With this information the restaurant can segment customers and target marketing promotions relevant to specific audiences.
Fast to Deploy and Easy to Use
3P Solutions migrated Lawry’s Excel database to Microsoft Dynamics CRM Online in half the time it takes to deploy an on-premise CRM solution. Teo Luan Boo, Managing Director, 3P Solutions, confirms, “With Microsoft Dynamics CRM Online it took two weeks to complete the migration to move Lawry’s to the new CRM system, which is 50 percent faster than for a normal on-premise deployment.”
Change within any organization can bring challenges. When Jimenez initially had discussions with his staff about introducing a new CRM solution there was resistance to the idea due to the belief that additional training would be required and the system would be difficult for users to administer. However, the familiar Microsoft Outlook user interface meant minimal training was required to use Microsoft Dynamics CRM Online and staff could easily transition to the new system.
Enables Efficient Resource Utilization
Microsoft Dynamics CRM Online, delivered as a cloud service, can scale quickly without Lawry’s investing in physical server infrastructure. Lawry’s can upgrade its subscription to include more user subscription licenses and increase the storage capacity hosted by Microsoft. “The scalability offered by the pay-as-you-go pricing of Microsoft Dynamics CRM Online is one of the reasons why we chose this solution. The solution can grow along with our organization and help us in utilizing our resources efficiently,” states Jimenez.
||With Microsoft Dynamics CRM Online, we have improved our email campaigns. Previously it took us two days to execute an email campaign based on our Excel 2003 database, now we can organize and send emails in less than an hour.
Sales and Marketing Manager
Lawry’s The Prime Rib Singapore
Improves Marketing Accuracy and Effectiveness
Microsoft Dynamics CRM Online offers specific tools that enable Lawry’s to analyze and segment its customer base and produce better targeted marketing campaigns. “We love using the dashboards; they help us to analyze and segment our target market to get to know them better and utilize techniques to make them come to Lawry’s more often,” explains Jimenez.
Chua can make better marketing decisions through maintaining an accurate database for Lawry’s due to the duplicate detection facility that the new CRM solution offers. “With the new CRM solution’s duplicate detection facility, we can ensure data accuracy and make more informed decisions quickly,” confirms Chua.
Enhances Campaign Management Capabilities by 98 Percent
Lawry’s can execute marketing campaigns 98 percent faster due to the user friendly interface of Microsoft Dynamics CRM Online. This is possible due to familiar Microsoft Office features integrated into Microsoft Dynamics CRM Online such as contextual Office ribbons and mail merge. “With Microsoft Dynamics CRM Online, we have improved our email campaigns. Previously it took us two days to execute an email campaign based on our Excel 2003 database, now we can organize and send emails in less than an hour,” confirms Jimenez. This means Lawry’s can quickly develop targeted campaigns based on specific themes to attract repeat customers.
With the ability to execute promotional email campaigns faster, Lawry’s has achieved a positive response from customers to its thematic campaigns. “We used Microsoft Dynamics CRM Online for our recent Mother’s Day campaign. The response was overwhelming and the results were fantastic as we were 40 percent overbooked!” exclaims Chua.
Builds Better Relationships with Customers
Microsoft Dynamics CRM Online has been the ideal choice for Lawry’s. “The Microsoft Dynamics CRM Online solution is familiar, flexible, scalable and cost-effective, and fits perfectly into our business,” explains Jimenez.
More importantly, the solution provides Lawry’s with the ability to develop deeper insights into the consumption and spending pattern of its customers and as a result deliver a more personalized dining experience. “As a business owner, you need to know three things – your product, your people and your customers. I know my product and my people, and now thanks to Microsoft Dynamics CRM Online, I can do a much better job of knowing my customers,” concludes Jimenez.Microsoft Dynamics
Microsoft Dynamics is a line of integrated, adaptable business management solutions that enables you and your people to make business decisions with greater confidence. Microsoft Dynamics works like familiar Microsoft software such as Microsoft Office, which means less of a learning curve for your people, so they can get up and running quickly and focus on what’s most important. And because it is from Microsoft, it easily works with the systems that your company already has implemented. By automating and streamlining financial, customer relationship, and supply chain processes, Microsoft Dynamics brings together people, processes, and technologies, increasing the productivity and effectiveness of your business, and helping you drive business success.
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For more information about 3P Solutions Pte Ltd products and services, call (65) 6336 9600 or visit the website at: www.3psolutions.com
For more information about Lawry's The Prime Rib products and services, call
(65) 6836 3333 or visit the website at: www.lawrys.com.sgThis case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.