Pure Leisure is one of the leading caravan lodge holiday companies in the UK. 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.
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. They now have a single data platform accessed by all their sales people and senior management staff.
Core analysed business processes, customised Microsoft Dynamics CRM to accommodate PLG’s marketing and sales processes, migrated data, implemented the system in multiple locations and provided training and support to the PLG administrator.
Within 12 months, PLG saw a 59% increase in the amount of sales enquiries coming into their business. Their Microsoft Dynamics CRM project has improved data capture, 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.
PLG 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. Managers are able to track incoming enquiries and sales activity at the click of a button. From a user perspective, it is easier to manage data day-to-day and to follow up their enquiries in a productive and efficient manner.