Universal CRM allows brands to collaborate

The different creative company agencies in the group were operating their own Customer Relationship Management (CRM) systems, which created data silos that made it difficult for the group management team to have visibility across all brands and for agencies to collaborate on opportunities. The agencies had no way of knowing whether they were working with the same clients, which led to missed opportunities for cross-selling. One customer had 24 relationships with various agencies but had no idea these agencies belonged to the same group.

The company needed a central repository for its customer data that would solve these challenges and allow agencies to retain autonomy. They had considered creating a solution with one of the well-known CRMs in the market, but the cost was prohibitive due to the large number of users and customisations required (they only needed a small percentage of the typical CRM functionality). In canvassing the market, they discovered they could build a CRM that fits their business needs precisely, rapidly and cost-effectively using the OutSystems platform.