Charity Improves Efficiency and Service Quality with Dynamics CRM

“Implementing Dynamics CRM really helps us see who is in touch with us, the support they are asking for and how we are responding. As a charity, it is vital to make every penny count and offer as much as we can; the new CRM system is a very powerful tool to help us.”
Joff McGill, Sense

Sense is a national charity that supports and campaigns for children and adults who are deafblind. Friendly, accessible, impartial information and advice is a vital part of that support. People contact Sense for many reasons, from questions about deafblindness and information about their rights and entitlements to seeking services and support. People may return to Sense at different points during their life when they need support and services.

Sense decided to look for a customer relationship management (CRM) solution to replace a number of disparate databases, spreadsheets and paper based systems that were being used to track enquiries and the organisation’s response.

Organisational Needs

Sense set a goal to improve access to information. The Charity’s legacy systems were inefficient, with access to management information problematic, and so it became necessary to change. A significant amount of manual effort was being spent by both staff and volunteers updating, managing and reporting from the old systems, and the charity was keen to improve efficiency in this area. Initial CRM requirements identified included:

  • Monitoring and managing communication

  • Managing cases / eEnquiry handling / monitoring requests for services

  • Visibility of contact history and tracking a person’s journey with Sense

  • Tracking of multiple relationships to people e.g. family members, social workers, medical professionals

  • Implementation of a knowledge base

  • Forecasting future services needs

  • Protection of sensitive data

  • Improved Service Quality and Efficiency.

The Solution

The CRM Business worked with Sense’s project team and users to understand their needs and recommended a customised Microsoft Dynamics CRM solution to meet their internal information sharing and communication requirements. Dynamics CRM was identified as a particularly good fit for Sense because as well as being flexible enough to accommodate the charity’s complex relationship management requirements, the security model allows access to sensitive data to be protected at a granular level.

Sense already used Microsoft Windows, Office and other products internally and so Microsoft Dynamics CRM’s familiar, integrated interface helped ease the learning curve for their 400 internal users.

Early in the project, accessibility requirements were identified as being of particular importance and extensive testing was carried out with a group of sensory impaired users to ensure that the proposed solution would work well for them.

Joff McGill, who commissioned the project, said “Implementing Dynamics CRM really helps us see who is in touch with us, the support they are asking for and how we are responding. There is huge potential for spending less time searching for information and reporting on outcomes, meaning that our staff can spend more time providing support. As a charity, it is vital to make every penny count and offer as much as we can; the new CRM system is a very powerful tool to help us.”

In addition to accessible in-person training delivered with the assistance of a British Sign Language interpreter, The CRM Business also developed a series of bespoke CRM training videos with both descriptive audio and subtitling to help Sense’s users to learn the new system.

As part of the implementation, Microsoft Dynamics CRM was configured to allow Sense’s data to be visualised using Bing maps to help staff understand the distribution of services and service users across the UK to facilitate better planning and distribution of resources.

Now that the initial deployment is complete, Sense is continuing to work with The CRM Business to transition additional legacy and paper-based systems to Microsoft Dynamics CRM.


Centralising information in Microsoft Dynamics CRM has supported Sense’s plans by providing accurate reporting and improving staff and volunteer efficiency. The benefits to Sense are numerous:

More efficient, informed service for clients
Tracking client communication records and service history used to be a time-consuming process, with data held across multiple systems. With Dynamics CRM deployed as a central solution, client records are instantly accessible.

Resources redeployed to more beneficial tasks
Less time is now spend maintaining multiple internal databases and spreadsheets, freeing up employee and volunteer resources for more beneficial tasks.

Improved service forecasting capability
Deeper insight into the service users allows Sense to forecast future demand. For example, if a child makes use of Sense’s children’s services they can predict that certain adult support services will be needed by that person later in their life.

Better communication between departments
Deploying the centralised Dynamics CRM solution has removed information silos and provides all staff with access to the latest updates.

More control over access to sensitive data
Microsoft Dynamics CRM’s granular security model ensures that sensitive data (e.g. medical records) is only available to those staff with appropriate authorisation.

Next Steps

• Connect with Microsoft Dynamics
• Connect with The CRM Business

Grösse des Kunden: Medium Organization
Branche: Charities & Philanthropic
Land oder Region: United Kingdom
  • Microsoft Dynamics CRM 2011
  • Microsoft Dynamics CRM
  • Microsoft Dynamics
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