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Pure Leisure Group

​​​​Deployment of CRM driving 59% increase in sales enquiries

Pure Leisure is one of the leading caravan and lodge holiday companies in the UK, with 11 park locations as well as Royal Westmoreland - an exclusive golf, beach and spa estate in Barbados. The management of sales enquiries is crucial to growing their travel and tourism business.

Before the project, PLG weren’t using a system for their sales enquiries. Customer data was managed using a collection of spreadsheets where data was inaccurately recorded. The process was inefficient and made using the data difficult and time-consuming.

Developing better data capture

Having discussed the business objectives with PLG, Core built a Microsoft Dynamics CRM customised database which allows them to capture important information about their enquiries, purchasers and/or the reasons why customers did not buy. Live by the deadline, they now have a single data platform accessed by all their sales people and senior management staff.

Core analysed business process, customised Microsoft Dynamics CRM to accommodate marketing and sales processes to suit PLG, migrated data, implemented the system in multiple locations and provided training and support to the PLG administrator.

The administrator training and support that our consultant Matt gave was brilliant. He pulled out all the stops…He still drops me an email every now and then to see how it’s going – it’s not a case of `job done, see ya'
Leonie Johnson, Group Sales Co-ordinator

From 1st February 2014 to 31st January 2015, PLG saw a 59% increase in the amount of sales enquiries coming into their business. Their Microsoft Dynamics CRM project has improved data capture and marketing and sales processes, resulting in higher quality leads which, in conjunction with a new website, has led to a large increase in turnover and profit.

They also expect to see longer term results as customers purchase further down the line in response to future marketing campaigns, as they can now communicate specific offers to target groups. This was previously unmanageable.

We were recommended to them as a consultancy that would understand the complexity of their business and tailor a solution to their needs.

Enquiry and sales management at the click of a button

Managers are able to track incoming enquiries and sales activity at the click of a button. From a user’s perspective, it is easier to manage data day to day and to follow up their enquiries in a productive and efficient manner.


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