Les Mills, New Zealand’s leading gym with 46,000 members, will use Microsoft Dynamics CRM integrated with Dynamics AX, to give staff better, faster access to member information, manage financials, and allow for more tailored marketing and promotional campaigns.
|With 10 fitness clubs, nationwide, keeping track of different promotions and communications with every single member is something we are absolutely committed to |
|Matt Tucker CIO Les Mils |
Duplication and lack of visibility
“With 10 fitness clubs, nationwide, keeping track of different promotions and communications with every single member is something we are absolutely committed to” says Matt Tucker, CIO, Les Mills New Zealand.
“We know we can do better. Our current system is described by our staff as ‘clumsy’ – staff often have to work their way through numerous screens to get the right information; it’s not easy to proactively manage memberships; and the marketing and sales teams have to do a lot of ‘work arounds’. The limitations means at times it’s been a roadblock to driving innovation and facilitating what we want to deliver – outstanding member experiences.”
Comfortable look and feel
After an extensive search for the right system to replace the current system, Les Mills chose Microsoft Dynamics CRM. A major selling point was the familiar look and feel of the system for staff – all using Microsoft Office products – and they were already using Dynamics AX to manage accounts payable (this has recently been extended to include accounts receivable).
Steven Foster and the team from Integral helped the Les Mills team develop the right system for them, integrating the two Dynamics solutions using BizTalk to give the company better control over all customer and marketing data and financials.
Automating processes to save time
“With the two systems we can streamline our business processes and automate core tasks, such as billing and membership contract updates. That makes a huge difference to our operating efficiencies and business intelligence,” says Matt.
“Dynamics CRM has given us the ability to create workflows to get innovative ideas to market – in a more timely manner than we could ever do by using just a vertical product. For example, instead of committing resource to developing a bespoke workflow to send a congratulatory email to members after 50 visits, with CRM we now have the ability to configure this to automatically send the email linked to member visits.”
The Dynamics package will also:
• Quickly set criteria and generate distributions lists
• Automatically link promotion codes and discounts to contracts
• Generate campaign performance reports enabling the team to compare cost effectiveness, responses, targets and sales
• Build usage profiles for each member and target marketing accordingly
Easy management of member data
The main benefits for the Les Mills team will be:
• Automated billing and membership profiles
• Improve productivity
• Efficient processing and management of member data
• Increased visibility of all member information
• Better management of course bookings and membership contracts
• Better control over reporting
• Faster financial, sales and target reporting times
• Accurate billing and payment processes
• No system lock-ups during peak times
“Based on the user acceptance testing that is currently underway, we are already seeing how these benefits will be realised and are getting positive feedback from our team. We believe this will end up saving us precious time and money.”
Integral has provided Les Mills with the right tools, Microsoft Dynamics CRM and AX, to enable the company to take control of their promotions and marketing campaigns, and better manage the business and member relationships through intelligent reporting.
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