Cardiff University improves customer service with centralised CRM system

Cardiff University improves customer service with centralised CRM system

Response times are faster, sales leads can be monitored and managed better

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Cardiff University has rolled out Salesforce.com’s CRM solution in a bid to improve response times and service at two of its customer-facing departments.

It worked with Fujitsu to configure and implement the system at its Knowledge Transfer Centre and the Centre for Lifelong Learning, which were losing business opportunities because they lacked visibility of their customers and services.

The Centre for Lifelong Learning, which sells professional certifications and part-time training courses to businesses and the public, had previously used an offline, spreadsheet-based system to manage its courses.

With the new Salesforce.com solution, staff can now access up-to-date information about course booking sales, delegates and trainers, more quickly online. Staff can also analyse the data to quickly identify popular courses and make provisions for these.

Meanwhile, the Knowledge Transfer Centre needed a new system for managing client information.

Before implementing Salesforce.com, staff at the centre had no system in place for capturing and tracking the contacts made by businesses interested in accessing the Cardiff School of Engineering’s research. This meant that it was losing business opportunities, as well as making unnecessary, multple contacts made with interested firms.

The new system now enables the centre, through a single online hub, to track and manage the customer engagement, providing a single-view record of each customer with details about each time they contact the university.

Simon Parker, director of the Knowledge Transfer Centre and Cardiff University, said: “Salesforce.com has since become invaluable in managing multiple simultaneous projects, ensuring we optimise our time in talking to companies and following leads.”

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