CRM Case Study: K L G Services

KLG Services runs a fleet of vehicles and equipment from premises in Farnham, Surrey for the purpose of wet-waste disposal from septic tanks and cesspits in rural areas. With seven employees, KLG also carry out drain clearance, sewage treatment plant installation, emergency services, maintenance, CCTV surveys and reports. The administration and pump management of KLG Services is carried out from three locations, linked by telephone and the internet. But, as Ken Green, KLG's Director and owner said: "I wanted to streamline the management of our business. We need to integrate better the activities of our three satelite offices and the lorry and plant facilities in Farnham. WinShark crm was suggested to me as a good potential solution".

The administration department had become aware of WinShark crm and its focus on small businesses. Most smaller companies recognise that one key to increased profitability lies in the efficient management of customer information. Many businesses maintain a simple database of their customers. However, by using a full Customer Relationship Management (CRM) system, the most suitable service can be delivered and efforts can be targeted and measured more effectively.

KLG at Work

The latest CRM products are very cost-effective and assist profitable growth in smaller businesses in three main areas:-

 Increasing sales from existing customers

 Gaining completely new customers

 Managing business data more effectively for cost reduction

 

Ken Green purchased a copy of WinShark crm for £99.99 early in June, 2002. During the development phase of his future planning for more streamlined management of KLG, Ken wanted a product which could grow with his business, moving eventually to a multi-user, networked environment. The administration department was made responsible for the implementation of KLG's CRM strategy as it was developed and decided to map out KLG's "parties" - the term used by WinShark to categorise the areas of a company's business - into the following groups:- 

  Waste removal projects

  Projects for emptying cesspits

  Installation projects

  Suppliers to KLG Services

  Licencing Authorities

  Employees

 

Each "party" in WinShark stores many levels of sub-data, for example, all KLG's customers are stored under the first three bullet points above. Each customer can be tagged as actual or potential and development plans worked out for each one to enhance sales growth. The suppliers are developed into a supply chain in which cost-reduction, improved quality and better deliveries are targeted. Licencing authorities play a big part in KLG's work and, for the first time, the training, development and retention of KLG's own employees can be planned.

The next phases of KLG Services's development using WinShark crm include the very cost-effective, selective but mass e-mailing of prospects and clients and the introduction to existing clients of a regular, e-mailed Monthly Newsletter, building customer loyalty. Future strategic options currently being thought about by Ken include sending out reminders to customers for their emptying requirements and for the servicing of treatment plants and pumping chambers. These are topics that were unthinkable before WinShark provided the focus to allow KLG to plan for growth and the provision of better services to its growing customer-base.

As Ken says: "Now we can see the way ahead better and are going for growth! "

Why not check out the K L G Services website by clicking here

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