SOLUTION: Zoho CRM

LOCATION: Hobart, Tasmania​

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Brief: Hospitality Tasmania is the peak industry body for hotels, accommodation, restaurants, cafes and other hospitality-related businesses in Tasmania, many of which have a membership with them. They interact directly with the hospitality industry in Tasmania and lobby all levels of government for the benefit of their members and the industry.

As an organisation they:

 

• Maintain a large and detailed membership database

• Need to keep track of contact information and interactions

• Have comprehensive reporting requirements with visible KPIs

 

After considering the pre-existing CRM (customer relationship management) system it was determined that the system was clunky, lacking customisation and was costly to subscribe to and maintain. Key requirements for a new CRM system were better presentation of information, customisability, ease of use and better reporting functionality.

 

Solution: Introduce and implement a cost-effective, modern and customisable cloud-based CRM solution to support Hospitality Tasmania’s membership management and member interaction activities.

 

• Prepare and convert data from the existing CRM system

• Build custom Zoho CRM modules and workflows to support business processes such as the tracking of memberships and status, site visits .etc

• Implement a feature that tracks when a member was last contacted, displaying this key metric prominently and making it a reportable KPI 

• Build process workflows to assist with the onboarding of new members

• Consolidate and shift member surveys into the CRM to eliminate double handling and the auto-entry of responses against the relevant account record

• Provide training and support

 

Product: Zoho CRM

 

Dozens of key data points and many thousands of past interactions with members already existed in the pre-existing system and needed to be supported by Zoho CRM. Zoho CRM offers great flexibility, after a data cleansing and structuring activity we were able to import all existing data and present it in a much more logical and visually appealing way using the Zoho CRM Canvas technology.
 

We worked closely with the Hospitality Tasmania team to document and build a formal member onboarding process that reflected their mix of online and offline activities. This process was mapped and turned into a Zoho CRM ‘Blueprint’ that guides staff during member onboarding and ensures all information is collected and correct process is followed.
 

Upon project completion there was a comprehensive training program for the staff for both the web-based interface as well as mobile app for staff travelling the state.
 

Outcomes included a unified CRM system which was easy to navigate, presented data in a clean and modular way, offers greater customisability, enhanced opportunities for reporting using the Zoho CRM report builder as well as being much more cost-effective compared to the previous CRM system.

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Complete Information Solutions are Zoho Partners