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Case Study: NCUB's Journey to an Enhanced CRM with Advantage and Dynamics 365 

Company Background 

The National Centre for Universities and Business (NCUB) serves as a bridge between higher education institutions and the business world in the UK, fostering collaboration and knowledge sharing. With a growing network and expanding operational requirements, NCUB needed a more efficient way to manage its contacts, communications, and data processes. 

The Challenge 

NCUB had been using SugarCRM for several years, but the system had become over-customised, making it difficult for users to navigate. The CRM was no longer user-friendly, leading to inconsistent data management and reliance on manual processes. Different departments had their own methods for recording information, resulting in "multiple versions of the truth" and no single, reliable source of data. 

Evaluating a New CRM Solution 

Recognising the need for a change, NCUB conducted an internal survey and spoke with various users across the organisation to understand the key pain points and essential requirements for a new CRM. Based on the feedback, they created a shortlist of potential solutions including: 

  • HubSpot 

  • Salesforce 

  • Monday.com 

  • Dynamics 365 

The initial research included desk-based investigations and discussions with current users to evaluate each option's strengths and weaknesses. After a thorough assessment, NCUB narrowed the list down to two finalists: Salesforce and Dynamics 365. 

The Decision-Making Process 

NCUB engaged with partners representing Salesforce and Dynamics 365 for in-depth discussions to find the best fit for their CRM needs. Nick Bowles, Membership Manager at NCUB and the driving force behind the CRM selection, shared his experience: "Our initial conversation with Gary was exceptional—he truly understood our requirements and demonstrated a level of engagement that far exceeded what we encountered with Salesforce. We felt confident that Advantage was the right partner, not just for the initial implementation, but also for ongoing support as we continue to evolve and grow the system to meet our needs." 

Gary Griffin, Account Manager at Advantage, echoed this sentiment: "Nick's feedback means a lot to us. At Advantage, we take pride in understanding our clients' unique needs and building strong relationships from the very beginning. Working with NCUB has been a rewarding experience, and we're dedicated to supporting them at every stage as they continue to expand and maximise the value of Dynamics 365. We look forward to deepening this partnership and helping NCUB achieve its long-term goals." 

Key Factors in Choosing Dynamics 365 

  • User Requirements Match: Dynamics 365 closely aligned with the needs identified by NCUB's users. It integrated seamlessly with existing systems such as Microsoft Teams and Office 365, which were already central to NCUB's daily operations. 

  • Flexible Implementation: The project requirements evolved during the implementation process. Advantage was able to adapt quickly to these changes, ensuring that the CRM met the new expectations without compromising on delivery timelines. 

  • Cost Considerations: Dynamics 365 offered a mid-range pricing structure, making it a cost-effective choice compared to other solutions like Salesforce. 

Implementation and Adoption 

NCUB chose a phased implementation approach, gradually introducing Dynamics 365 to ensure a smooth transition. Early feedback from users highlighted several key benefits: 

  • User-Friendly and Intuitive: The interface was simple and intuitive, which made the system easy to navigate for staff members. 

  • Enhanced Reporting and Data Management: Users found the reporting capabilities robust and effective for extracting meaningful insights. The process of adding and updating data was straightforward, significantly reducing the manual effort previously required. 

  • Data Accuracy: The new CRM improved data accuracy to around 90%, ensuring that users could trust the information being accessed. 

Results and Outcomes 

  • Time Savings: The system streamlined tasks such as contact management and data entry, allowing employees to focus on higher-value activities. 

  • Improved Data Consistency: Dynamics 365 provided a centralised source of truth, resolving the issue of fragmented data across different teams. 

  • Adaptability: Advantage's ability to accommodate changing requirements ensured that the CRM continued to meet NCUB's evolving needs throughout the implementation. 

Conclusion 

NCUB’s transition from SugarCRM to Dynamics 365, facilitated by Advantage, marked a significant step towards improved data management and operational efficiency. With the new CRM in place, the organisation now benefits from a unified system that not only integrates well with existing tools but also supports its future growth and collaboration efforts. 

The success of this project can be attributed to Advantage’s proactive engagement, flexible implementation approach, and commitment to understanding NCUB’s unique requirements. Dynamics 365 has proven to be a valuable investment for NCUB, offering a user-friendly platform with powerful reporting and integration capabilities.