AP Pension is streamlining their marketing- and sales processes with Dynamics CRM
AP Pension is streamlining their marketing- and sales processes and creating a better customer insight with Dynamics CRM 2015 solution.
AP Pensions core business is company pensions, and they are an independent, democratic and customer-owned pension company with roots in the cooperative movement in the beginning of the last century.
AP Pension implemented a Dynamics CRM 2015 solution that is going to help them gain better customer insight and help support their marketing- and sales process.
The implementation of the CRM solution is a significant action in relation to achieving their 2018 strategy where the primary goal is to strengthen growth, customer relations and efficiency.
Better management of relations
ProActive helped AP Pension to achieve the vision of a CRM solution, which is able to give a shared overview of customer data and to support the establishment of relations to relevant customers and partners.
With this solution AP Pension gained a shared overview of their customers’ base data, but also on the communication with each customer.
Ongoing loyalty- and satisfaction surveys is an integrated part of the solution. This makes it possible to act quickly if there are customers whose expectations are not met.
CMO in AP Pension, Kim Blandfort Christensen says: “With our new CRM-solution, we have created a shared overview of our customers across the different sales channels”.
Optimized sales process
The CRM solution is an important part in working with optimization of the sales process, in order to obtain a more efficient utilization of sales- and customer time. The shared overview is helping to streamline the collaboration and knowledge sharing in the sales organization, and furthermore there is a structured sales process build-in in the CRM solution, and this helps to ensure a systematic and consistent process.
Chief of Marketing, Kim Blandfort Christensen elaborates: “Different spreadsheets across sales and marketing is replaced by a shared overview and process that ensures an efficient utilization of our sales- and marketing resources.”
Efficient e-mail marketing with ClickDimensions
AP Pension also wished to improve the customer dialogue with a more focused and relevant communication to each customer. This sets requirements for the ability to segment based on the customer relation.
In addition to Dynamics CRM, AP Pension chose to add the e-mail marketing system, ClickDimensions. This system makes it easy for the marketing staff to set up, target and send out news- and campaign e-mails. Afterwards they can track which recipients read the e-mail and gain insight in the opening- and click rate.
Kim Blandfort Christensen says: “We are now able to act quickly when sending an important message. With data and execution tools assembled in one system we are now able to be present at our customers’ location in a few hours.”