The American National Standards Institute (ANSI) oversees and facilitates the voluntary standards and conformity assessment system for the United States. In communicating with members, customers, and leads across the nation, ANSI’s people had to look in multiple places for information. Sales and marketing data was stored in Microsoft® Outlook® contacts or in spreadsheets on someone’s hard drive. Customer service reps tracked incoming requests by hand. ANSI also used an association management application to track their over 700 memberships. This software didn’t share data with other systems. “There was no real-time view, no consolidation anywhere,” says Ryan Connolly, Director of Enterprise Solutions at ANSI.
ANSI implemented Microsoft Dynamics® CRM business software and now uses it for marketing, sales, and customer service. Business data from Microsoft Dynamics GP and from ANSI’s 230,000+ SKU catalog of products are also replicated to Microsoft Dynamics CRM. ANSI is also adopting an xRM solution from Microsoft partner Cobalt to manage its membership arm. The Cobalt solution is also built on Microsoft Dynamics CRM 2011, so the data is all stored in one place.
The new system makes once laborious processes much simpler. Connolly explains, “Our billing process for membership takes about a month total from start to finish and involves multiple people. By replacing our membership software with Microsoft Dynamics CRM 2011, that process will go from a month to two or three days.”
Salespeople can provide quotes much more quickly with the new system. “In the past if someone wanted a site license, the sales person would have to spend time looking for the information in other systems. Now the turnaround time is basically as they’re on the phone. From quote to close the time is substantially reduced,” says Connolly.
Dashboards and personalized views in Microsoft Dynamics CRM 2011 will enable executive staff to gain critical insight into the metrics they care about. “With just a click on a dashboard in Microsoft Dynamics CRM 2011, the customer service manager can see the total calls for the day, or the Sales VP can see the sales pipeline graphically.”