England Golf initially engaged Arriga CRM to help define the requirements of a CRM system.
Each of their 38 significant business processes was analysed, documented and used to detail the functional requirements needed to support them.
As a result of the tendering process to implement the specified CRM system, the contract was awarded to Arriga CRM and the project started in November 2017.
The system consists of a large amount of custom entities (over 20), centred around a single contact and a single account record being used to represent each organisation and/or individual that England Golf interacted with.
Standard activity and note functionality were customised to allow users to record all interactions in the system. This was enhanced through the deployment of the standard Microsoft Dynamics 365 Outlook App which allowed emails and appointments to be recorded easily in the system via Outlook.
Complex integrations were written using Scribe to integrate the data between the CRM system and the new website as well as the existing handicap management system (Central Database of Handicaps). Key aspects of the business processes were automated using the workflow functionality of Dynamics 365.
Further integration was implemented to England Golf’s chosen event management system (Eventbrite) and to their new e-marketing platform (Dotmailer). The latter uses custom workflow elements to facilitate the real-time sending of confirmation emails based on events recorded in the CRM system.
Early in the development process, England Golf relaunched one of their major initiatives, ‘Get into Golf’, which is designed to attract more ‘non-traditional’ golfers to the sport.
This introduced some new requirements and also required that a skeleton system was live and integrated with a new dedicated micro-site by January 2018. Arriga CRM were able to accommodate these new requirements.
Following the development of the system and a period of system testing, Arriga CRM guided England Golf staff through a detailed user acceptance testing phase. Every staff member received training on the system (over 100 users) and Arriga CRM advised on ways to maximise the system adoption through various initiatives including the introduction of a shared set of ‘principles of use’.
The system went live in June 2018. Following go-live, Arriga CRM remains involved to monitor usage, continue upskilling the client’s technical staff so that they become more self-sufficient and assist with the production of maintenance releases.