Case Study: Simplifying Business Management With CRM Software

Case Study: Simplifying Business Management With CRM Software

Often, when people see themselves operating a small business, they imagine themselves working with customers, making sales and maybe planning their marketing strategy. Not many people start a small business with visions of filling out spreadsheets dancing in their heads.

Whether small business owners like it or not, doing everyday administrative tasks is an essential part of running a successful business. And, sadly, underestimating the demands of these tasks is a common reason why some small businesses end up failing.

There is good news, however. Even the most arduous, time-consuming administrative tasks are made easy with the right tools on your side.

Simplifying business management with the Marketing 360® CRM

Change is an inevitable part of business — and of life — but that doesn’t mean it’s always easy to contend with, especially if that change requires a major administrative project. But, for Randy Ross Tennis Center, having the Marketing 360® CRM app on their side has made all of the difference.

Here’s what Becky Ross, VP of Marketing had to say about it:

“When we opened our new location in October, we switched to a membership-based model. Now, almost six months in, we needed to make a change to our membership structure that required each member to make a new selection. With 518 members across 271 memberships, this was going to be a daunting task.”

Since their current membership management systems did not give members the ability to self-select a new membership type, that left them with the option to tackle the task manually or think outside the box to find a better way.

“I could have had my front desk staff ask each person when they came in or contact each person directly; however, our desk is always very busy, and I did not want to slow down the flow of people or distract the staff,” Ross said.

Instead of logging all of those manual hours, they sped up the process — saving a lot of time and energy along the way — by using the Marketing 360® CRM app.

How did they do it?

Becky uploaded all of their members to the CRM and added custom fields for their current membership information and the changes that needed to be selected. Then, she created a form with the new membership module selections that tied directly to the new field in the CRM.

Becky also created a landing page on the Randy Ross Tennis Center website, informing members about the new membership structure.

Becky also kept their members in the loop about the upcoming change via email through the Marketing 360® Nurture app.

Becky segmented their CRM membership list to be sent to only those who needed to make the update. Once the member clicked through from the email to the landing page, they could then self select their new membership module.

Finally, Becky made a new view in the CRM based on the form source, which allows them to easily export all of the results into one sheet that can be used to update their membership and court reservation software.

Conclusion

There’s a quote by Nicholas Evans that says, “Life isn’t about what happens to you; it’s about how you handle what happens.” And like many famous quotes about life, it also applies to business.

Having the right weapons in your arsenal is a key part of how you handle the changes that arise in your business, and it can free up more of your time to do what you’re really passionate about.

Randy Ross, founder and owner of Randy Ross Tennis Center, had this to say,

“When you dream of starting a new business, you focus on the services you want to provide, the experience you want to create and how you want to make a difference for your customers. You don’t dream about spreadsheets and emails. It’s nice to have a system we can use to make these things easier, so I can focus on tennis.”