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Recruitment group reaps dividends from engaging users in CRM roll-out

Recruitment group SThree, which owns many well-known recruitment firms, has invested about 10% of the total project cost of implementing a customer relationship management system in enabling the proper engagement of its end-users.

Most of the end-users are salespeople paid partly by commission, and SThree's information services director, David Timoney, said engaging them in an IT project without compensating them for their time would have been difficult.

"The business made a significant investment to ensure that we had good access to people's time, and a number of people were taken off their sales role and became full-time business analysts for a couple of years," he said.

SThree has built a client- facing CRM system based on an Oracle 10g database and various elements of Siebel Customer Relationship Management, including Sales Base, Marketing Automation and Marketing Campaign Analytics.

The aim was to improve management and circulation of recruitment leads by formalising systems for sharing, Timoney said. For example, the system would enable an consultant who specialises in C++ jobs to pass on client leads to colleagues recruiting in other technologies.

Although consultants were already rewarded by SThree for passing on leads, this had been done on e-mail or using written messages. With a system in place for managing leads, SThree said it could now ensure they were followed up and analysed to better predict future business opportunities.

"We wanted to give consultants a more holistic view," he said. "We wanted effective leads management and Siebel does it out of the box, is flexible and is in free form."

Although SThree was looking for an overall improvement in business performance from its use of Siebel, Timoney said it would particularly look for improvements in yield per CV sent or job interview.

SThree has also developed a bespoke candidate relationship management system in-house, also based on Oracle databases, using an agile development process in collaboration with the business users.

 

Comment on this article: computer.weekly@rbi.co.uk

 

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