For over 50 years, this family-owned and operated business has specialized in the final stage manufacturing of aerial lifts, digger derricks, and custom vehicle bodies for utility companies and other related industries. Headquartered in Wisconsin, the company has grown both organically and through acquisition.

The company was built on developing and maintaining customer relationships. However, despite the volume of information being captured, this data was not being properly harnessed, channeled, or shared throughout the company.

Management knew they needed to find a way to give themselves an information edge by establishing a common information sharing system that would empower all levels of the organization to better serve its customers, more accurately forecast demand, and ultimately grow the business.

We (digitalKnowledge) executed its comprehensive CRM Impact Evaluation program to help the company gain a full understanding of the benefits, risks and impacts of CRM.  We used a three-tiered approach to complete the in-depth evaluation program, beginning with one-on-one interviews with 16 representatives from 12 different business areas.

Using the insights and opinions collected through the interview process, we completed the second phase of the evaluation by analyzing trends and commonalities to create a succinct view of the current and future states, expected business benefits as well as a list of high-level business and technology requirements.

The last stage of the program quantified the potential impact of CRM and provided the company with a detailed, phased roadmap that could be leveraged in future planning and implementation efforts. We identified specific ROI Impact Points where the company could begin to see tangible, measurable results such as cost savings, increased sales and competitive advantages.

Having a springboard to jump start their CRM efforts has been an invaluable tool for the management team and has provided the company with a shared vision of CRM that can be articulated and embraced at all levels of the organization.

As the company continues to embrace CRM, and begins to implement the processes and technologies outlined in the Impact Evaluation, they continue to build the set of capabilities that will ultimately set them apart from their competitors.