Before considering a mobile strategy to enable Coates Hire’s workforce to work successfully from wherever they may be, and to access and capture all customer information on the go, Coates Hire had invested in Microsoft Dynamics CRM. Coates Hire then engaged Empired to upgrade CRM4 to CRM 2011, with sales staff enjoying its more intuitive, action-oriented interface, with specific dashboards and reports helping sales people do their jobs more effectively. At that point in time Coates boasted an enviable 98% CRM user adoption rate, but there was still one problem: how to make CRM work – seamlessly – for the sales team on the road.
So Coates Hire and Empired went to market to find the best mobile solution. With the decision made by Coates Hire to commit exclusively to an iOS mobile platform and equip its sales force with iPhones, CWR Mobility very quickly stood out as the answer. In setting up CWR on all iPhones, data could be entered offline during the working day, and then the devices would automatically sync back to the server at the end of the day, eliminating any issues with connectivity.
A pilot was established to test the solution, which received tremendous feedback and an estimated 14% productivity gain, comparing mobile users with laptop users. “The sales people love it,” says Luke Keller, Coates Hire’s National Sales Effectiveness Manager. “They can get in the car, drive to a job site, open their phone and get access instantly and do what they need to do in a matter of minutes. It’s helping them to be more efficient in their jobs and it’s making life easier for them.”
The sales team’s iPhones allow them to update customer information and appointment times, with all information, including phone calls, automatically captured in CRM. Aside from the offline functionality, the other major benefit of CWR is its very strong integration with native iPhone functionality, such as the ability for sales people to dictate notes to Siri, with the notes automatically saved back to CRM. iPhone mapping functionality has also proved very useful – helping sales people navigate to new jobsites.
“It’s a phenomenal productivity tool and our most significant milestone other than implementing CRM itself,” says Luke Keller. “We have been on a real CRM journey with Empired, and there’s more to come. I always say that if you have the right people around the table you can solve any issue. And Empired has the right people.”
Now, with the benefits of a clever mobile strategy showing themselves, sales staff have a system that’s easy to use no matter where they are, and Coates Hire has an informed, empowered and increasingly productive mobile workforce, not to mention an IT system that delivers information where it’s needed, when it’s needed, irrespective of connectivity blips across the country. Great news for everyone: the sales team, management and head office, and – ultimately – Coates Hire’s customers.