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Second Foundation Consulting – Deploys Scribe Online to Streamline Data Exchanges Between Inbound Marketing and Outbound Sales

Second Foundation Consulting relies on tight integration between Microsoft Dynamics CRM and its marketing platforms. After switching their marketing platform to HubSpot to expand on campaign and lead-generation capabilities, the company required a new solution to unite marketing and sales activity data. Success in this mission would help the sales team interact more efficiently with prospects and customers while the marketing team would benefit from more efficient management of campaign lists and qualified leads.

ISOLATED DATA LIMITS SALES AND MARKETING EFFICIENCY

As an in-bound marketing tool, HubSpot gathers information on prospects and customers from the Second Foundation website, social and email campaigns; but that information was isolated from the company’s other enterprise applications. Sales and marketing personnel had to bounce back-and-forth between HubSpot and Microsoft Dynamics CRM to access vital information on customers and prospects.

Because the sales team spends most of its time using Dynamics CRM, Second Foundation hoped to make their work processes more efficient by providing all the information they need right within the CRM screen views. Second Foundation essentially wanted to make sure it was easy for sales to follow up effectively on any opportunities that came in through HubSpot. And integrating the two systems would also give management a more holistic view of the entire sales and marketing operation.

SCRIBE ONLINE UNITES MICROSOFT DYNAMICS CRM AND HUBSPOT

  • Second Foundation is a solution provider that deploys tightly connected software systems for its clients. Without a second thought, the company knew the value of turning to Scribe, its trusted data integration partner, for internal use as well. Scribe Online enables Second Foundation to map data between Microsoft Dynamics CRM and HubSpot, allowing information to automatically flow back-and-forth between the two systems.
  • The sales team now gains immediate access to qualified lead information that comes in through website and email campaigns via HubSpot. At the same time, the marketing team can manipulate prospect and customer lists in Microsoft Dynamics CRM. The information then automatically populates into HubSpot to help the marketing team kick off new campaigns.
  • The integration between HubSpot and Microsoft Dynamics CRM also helps the sales and marketing teams evaluate the readership of website content. HubSpot measures website hits on articles and blog posts that Second Foundation posts to inform customers, and the results automatically transfer into Microsoft Dynamics CRM. Content can thus be maintained or altered in accordance with the type of information customers find the most helpful.
  • Looking towards the future, Second Foundation knows it can leverage Scribe Online in new ways as enhancements are rolled out by HubSpot and Microsoft to their respective platforms. That’s because Scribe continuously develops data mapping connectors that allow new information to keep flowing between the two systems.

CHALLENGE: TIGHTLY INTEGRATE SALES AND MARKETING ACTIVITY DATA

  • Integrate data to flow automatically between Microsoft Dynamics CRM and HupSpot.
  • Provide sales with immediate access to leads generated by website traffic and email campaigns.
  • Enable efficient uploads of campaign lists to HubSpot after manipulation in Microsoft Dynamics CRM.
  • Automate the process for data uploads for evaluation of website content readership.

SOLUTION: SCRIBE ONLINE CONNECTORS AUTOMATE FLOW OF INFORMATION

  • Provides cloud-based data integration, migration and replication.
  • Meets IT needs for security, efficiency and scalability.
  • Offers accessible and intuitive interface for technical and non-technical users.
  • Enables real-time, scheduled and batch data-transmission options.
  • Comes standard with data mapping connectors along with customization capabilities.

RESULTS: ENHANCED COMMUNICATION WITH PROSPECTS AND CUSTOMERS

  • Delivers lead information to sales team faster through efficient and automatic flow of data.
  • Eliminates manual intervention to transfer data between CRM and marketing platforms.
  • Transfers list information automatically to streamline campaign launches and follow-up efforts.
  • Enables sales team to access data in Microsoft Dynamics CRM when new lead alerts arrive.
  • Transfers website readership data to accelerate evaluation of content that customers find useful.

Connected Information Delivers Service

When Newport City Homes (NCH) took over the management of 9,200 homes from the city council, the success of the new organization depended on superior response and service to community residents. Neil Jones, Head of Information Services recognized that a fully integrated customer service and communication system was needed to deliver on the promise.

TO GIVE CALL CENTER AGENTS THE ABILITY TO ROUTE CALLS QUICKLY AND EFFECTIVELY:

  • CTI (Computer Telephony Integration) recognizes callers and automatically displays account information,
  • NCH employees associated with the call activity are displayed along with presence and availability,
  • Instant communication is enabled through IM, email or call conference.

Scribe enables the integrations between Microsoft Dynamics CRM, Oracle and the SQL-based repair system by providing the single view of residents, properties, repairs and responsible NCH employees and ensuring data consistency for all resident interactions with NCH. The existing integration between CRM and Lync 2010 completes the circle with presence and instant communication.

CHALLENGE: MULTIPLE, DISCONNECTED INFORMATION SOURCES

  • Contact center agents had to research multiple systems, as well as spread sheets and even paper records to assign resident inquiries.
  • Inconsistent information housed in various systems meant residents had to answer the same questions every time they called.
  • With no way to track efficiency, productivity and customer service metrics, there was no way to know if service levels were meeting expectations.

SOLUTION: INTEGRATED SYSTEMS

  • NCH combined information and communication systems to allow contact center agents to identify which NCH employee is connected to the activity, if they are available, and contact them with a mouse click via IM, email or call conferencing.
  • Through the Scribe integration, Microsoft Dynamics CRM serves as the clearing house for resident,property and activity data to ensure consistency across the Oracle back office and repair systems — no matter where changes are made.
  • Scribe’s integration solutions enabled one developer to deliver the fully integrated system in less than two months, with the full project completing months ahead of schedule.
  • The business intelligence portal monitors service level KPIs across all systems.

RESULTS: BETTER SERVICE WITH MORE INSIGHT

  • The process that contact center agents follow to manage resident calls has been reduced from eight steps to one.
  • The Scribe-enabled integration has reduced the rent letter processing time from 40 to 5 hours.
  • Integration with a legacy asbestos tracking system automatically notifies repair workers of asbestos risk so they can take appropriate protective measures.
  • Centralized business intelligence provides insight on all aspects of NCH interaction with residents

Project Snapshot – Financial Services – Investment Banking

This company offers financial services for private investors, charities and trustees looking for a high-quality, personalized investment management service designed to meet their individual needs, delivered by qualified, experienced investment professionals. They also offer a range of related wealth management services including tax and trust advice, and financial planning.

BUSINESS PROBLEM

  • Tool was required to migrate contact and financial information from a legacy business investment management systems
  • Integration between their Dynamics CRM with both Microsoft Excel and Microsoft Access, with ongoing integration between the systems moving forward
  • Limited functionality in existing CRM system, information not centralized and not integrated with business systems

SCRIBE PRODUCTS

  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM

COMPETING TECHNOLOGIES

  • Biztalk – More difficult to use than Scribe
  • Data migration tool – Not enough functionality

RESULTS

  • Customer can now execute nightly, one-way integrations of their business contacts and funds information into Dynamics CRM
  • A complete and historical view of their customer data is available to their employees in one central location via CRM
  • Migration of all data from Excel and Access for initial migration was seamless and successful, and now that data is integrated with the back end business
  • More CRM functionality realized with complete access to view and manage client facing activity

Project Snapshot – Financial Services – Investment Banking

This award winning company is a global investment bank specializing in online trading and investment across the international financial markets. It enables private investors and institutional clients to trade FX, CFDs, ETFs, Stocks, Futures, Options and other derivatives via multi-award winning online trading platforms, as well as offering professional portfolio and fund management.

BUSINESS PROBLEM

  • On-going data migrations and integrations between Dynamics CRM, Dynamics NAV and custom Enterprise System
  • Needed to have 2-way synchronization for sales and customer service to access online
  • Sales and Marketing team always looking for new ways to automate SalesLogix updates

SCRIBE PRODUCTS

  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM
  • Scribe Adapter for Microsoft Dynamics NAV

COMPETING TECHNOLOGIES

  • Custom Development
  • SQL Integration Services

RESULTS

  • Found to be invaluable tool with minimal implementation time
  • Scribe has been simple to use, configure and scale, and the customer has been very satisfied
  • Sales and customer service have all of the systems integrated with 2-way synchronization
  • They are able to provide better customer service and increase sales by having all the information they need, in one location

Project Snapshot – Investment Banking Company

BUSINESS PROBLEM

  • Very large, on-going data migration taking place on a daily basis
  • Data is being migrated from various sources
  • Needs a tool with capability to handle the migrations from these sources

SCRIBE PRODUCTS

  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM

COMPETING TECHNOLOGIES

  • Custom Development
  • Manual Entry

RESULTS

  • Migrations are accurate and have been able to connect to select endpoints seamlessly
  • Great value for the cost

Project Snapshot – Life Insurance & Financial Services Company

This company offers a comprehensive array of financial services to retail and institutional clients, which includes annuities, retirement plans, life insurance, mutual funds, managed accounts, alternative investments, direct banking, institutional investment management, employee benefits, and financial planning.

BUSINESS PROBLEM

  • Challenged with managing very large and complex data integrations
  • Need to manage contact and contract data for over 120,000 distributors nationwide
  • Integration of Sales production numbers, pending new business information, trip incentives for distributors and continually changing contact info for nationwide access to one customer profile

SCRIBE PRODUCTS

  • Scribe Insight
  • Scribe Adapter for SalesLogix

COMPETING TECHNOLOGIES

  • Custom Development
  • Informatica

RESULTS

  • Using Scribe has allowed Sales team to view data in a entirely new way
  • Can dig in as deep as they wish with the data and Scribe has allowed them to get much more value out of the SLGX implementation and add applications and scale the implementation “without any effort.”
  • Allows team to easily generate hierarchies and create structure that doesn’t exist in the source system they have in place