Moat- Dynamics CRM Sophie
Success Story : Moat
UK Authority spoke with Moat Homes regarding their experience of working with Esuasive to implement Dynamics CRM and the value they have already seen from the new system.
Moat, one of the leading housing associations for the South-East, chose Microsoft Dynamics CRM as the new foundation for their flexible digital infrastructure to change their approach to business. Moat have already registered benefits for its customers and believes more can be achieved by harnessing the platform’s capabilities.
Initially, Moat considered obtaining a new housing management system with a CRM element, aiming to find extra benefits over the legacy systems. After considering the options, Moat decided on a different approach thus choosing Microsoft Dynamics because of the versatile toolbox for Moat’s existing and future needs.
Moat previously worked with Microsoft Gold Partner Esuasive on building a new data warehouse and reporting structure in SQL Server and brought Esuasive into support the deployment of Dynamics.
Esuasive had experience of our business and were very collaborative in the development, enabling us to understand the high level business requirements, begin developing against those requirements and then show the business early on in the process, allowing them to shape the project. That worked really well.
Daniel Johnson, Director of Information Systems, Moat
At its heart, the platform is highly configurable, enabling the team to develop new applications ‘out of the box’ without heavy customisation.
The system was rolled out across all areas of the business simultaneously with the key focus enabling Moat’s contact centre team to resolve queries and problems at first point of contact thus giving access via the CRM to all the information needed.
Therefore, an important element of development was integration of Dynamics with the specialist systems for several of the organisation’s processes, such as repairs, arrears management, asset management and purchase ledger – which now have a two-way flow of information with CRM. This required a degree of customisation, but Johnson said it was relatively straightforward to write the code which makes the information callable from the CRM system.
In turn, this allowed employees to access and work with data from across the business without switching between different systems. Furthermore, teams managing rent arrears had access to relevant data and making other CRM users aware of updates.
Deployment was completed by December 2015, providing a quick win in reducing by 50% the proportion of calls to the contact centre which were abandoned – a core metric used by the organisation to measure performance.
Johnson predicted an increase in the percentage of issues resolved at first contact and there would also be non-quantifiable benefits, such as collecting and processing information on anti-social behaviour and providing responses quickly.
One of the advantages of using CRM is the focal point for a group of systems used by a housing association. Michael Walter, Development Team Leader, said the firm is too small to reap the benefits of an ERP system, but Dynamics can provide similar benefits.
Moat have integrated several systems and relevant information into Dynamics so information is seamless and flows with processes. Therefore, Dynamics will become the chosen default system for most people.
Moat has also explored the potential for integration with other systems. Moat have used systems such as SharePoint and SQL Server within Dynamics and plans to integrate Dynamics with additional third party systems in upcoming months.
On a broader front, Walter comments on how housing associations should be bold in how they use Dynamics. For example, more information can be gathered on the customer, providing the right services for individuals and focusing resources on key areas.
It’s a great system. We could have taken it out of the box, done some minimal work with Esuasive and had a better looking customer records management system.
But the real benefit is to go beyond what the front end offers and do the integration into the back end. When you look at the entire process from end to end you can support far greater efficiencies and a better experience for the customer and the business.