Business Link for London rolls out CRM


Business Link for London rolls out CRM

Tash Shifrin

Support agency Business Link for London has deployed a customer relationship system from Conchango to provide better business intelligence on its relations with clients.

Business Link gives advice to more than 100,000 SMEs across London through a variety of channels, including a contact centre as well as the internet, e-mail, events and through partners.

The agency is required to produce reports on its performance against key indicators, including a “penetration report” that records every client contact through Business Link’s various channels.

The Conchango system, built with Microsoft’s SQL Server 2005 business intelligence suite, provides direct access to data. Its reporting and analysis tools can be used to generate both simple and complex reports, including the penetration report, which is generated automatically each day.

The package replaced Business Link’s previous ad hoc system, which required staff to manually compile and format reports from different documents and Excel spreadsheets – a time-consuming process.

Business Link’s senior manager Dennis Palmer said, “The new reports enable us to measure more than just single interventions with clients. It more accurately reflects the rich nature of ongoing relationships and helps us to optimise how those relationships are managed.”

Palmer added that the system allowed him to monitor the performance of individuals or a whole team and to draw comparisons with other teams’ performances.

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