Element Six reduce CRM costs to reinvest in improving customer service
Element Six is a global leader in the design, development and production of synthetic diamond supermaterials. It operates worldwide with its head office registered in Luxembourg, and primary manufacturing facilities in China, Germany, Ireland, Sweden, South Africa, US and the UK. It is a member of the De Beers group of companies. Their new Global Innovation Centre is the world’s largest and most sophisticated diamond supermaterials innovation facility.
When Paul Williams, Head of Group IM, When Williams discussed with the leadership team, they were clear that they were spending the right amount of money on CRM; so the only choice was to move to a different platform.
Another requirement was that it would be easy to use. He says:
Williams firmly believes that the role of IT is to help the business provide both uncompromising service to customers and value for money. He says: “Every dollar IT spends our sales team has to earn, so we don’t spend lightly.” While Salesforce.com offered a lot of functionality, it wasn’t being fully used by Element Six employees. It was also taking the entire CRM budget just to maintain the system. “We weren’t really taking advantage of the platform. We were spending all of our money just to stand still,” says Williams. “We could do requirements capture for new functionality and new features but we never had the resources to do anything with it.”
With the platform decision made, Williams had only four months to migrate across before his Salesforce.com contract expired. He says:
We don’t think about what we can implement; we think about what we as a business want to do and then we pick IT systems to match our strategic business objectives.
Lower cost to maintain Dynamics 365 than Salesforce.com
Saving £70,000 per year, £19,000 on the implementation cost alone
Able to integrate with core business applications, such as JD Edwards ERP system
Similar to existing Office 365 system and Outlook
Provided a system that is fully used by Element Six employees
Dynamics 365 is now being used in all of Element Six’s business functions across more than 20 sites. Williams’ vision is to use the framework as a basis for enhancing customer service and overall performance. He says: