> CASE STUDY
CRM
Super Calling With Legrand CRM
Boosts WA Fund’s Future
Changes in superannuation laws meant WA’s local government super
fund had to woo customers for the first time. Legrand CRM’s finely
tuned, affordable solution helped it do just that...
T
he Western Australia Local Government
Superannuation Plan is one of West Australia's
leading industry funds. It provides a range of
superannuation and retirement solutions to local
government and private sector employers and employ-
ees. One of the few superannuation funds administered
from Perth, it manages over $1.3 billion on behalf of its
40,000-plus members.
In 2005, the appointment of a new chief executive,
John McNally, heralded a change of strategy at WALGSP.
Most prominent amongst the reforms was a renewed
commitment to building and improving member ser-
vices. The superannuation industry was becoming more
competitive. Legislative changes, such as the introduc-
tion of employee choice of fund, meant that WALGSP
could no longer rely on the automatic enrolment of new
members. McNally realised the fund needed to engage
more vigorously with members if it was to continue
to thrive. It had to become more attractive and more
customer-focused.
42 www. Start.com.au Quarter Three 2009
Getting Competitive
Two of the first requirements identified as a result I can't see how a business
of the new strategy were the need for a member ser-
vices department and for a customer relationship in today's environment
management (CRM) system. Paul Owen, WALGSP's can survive without a
manager of business development and advisory servic- CRM system. At the same
es explains: “At that time we had no member services
team, no financial planners, no customer system and time, I don't understand
no electronic document management system. why so many businesses
“So, if a member sent a document to the fund spend millions on CRM
and wanted to find out where it was up to, there was
no central record and no ability to track it. What we when they don't need to.
needed was to be able to log and track every time Paul Owen, manager of
we touched a member – be it on the phone or when business development and
providing advice. We also wanted to easily find cor- advisory services
respondence that had been sent to or received by
members.”
Although WALGSP had a core finance system
responsible for all information about individual member
funds and accounts, the software was not user-friendly
and didn't have a CRM component. It was too clunky
for fast access by the new member services staff.
WALGSP's financial planning software did have
optional CRM capabilities. However, Owen says, “It was
very nice, but also incredibly expensive. We did have
a limited budget to work with, so we were prepared to
take something off the shelf if we could find the right
solution.”
During 2005 and early 2006, the fund evaluated a
number of packaged CRM products, before it selected
Legrand CRM. Ease of use, ease of configurability and
the availability of local support were three of the major
deciding factors.
“We were determined to try to avoid too much
duplication between the finance system and the CRM,”
says Owen.
“Finance had to be the single source of the truth,
so we didn't want to repeat or duplicate names, phone
numbers or other details in the contact system. We had
to somehow link the two systems, while maintaining
the information in one spot. We knew this couldn't
be an entirely off the shelf solution. The local Legrand
Software partner, Applied Business Applications, showed
that they understood what we wanted and convinced us
that they could deliver what we needed.”
Deployment began in mid-2006, with a review of
how WALGSP would use Legrand CRM's functionality.
The ability to attach, and track, documents to contact
files led to a decision to use the system for member-
document management, while Legrand CRM’s job allo-
cation and management options provided an easy work-
flow solution. Applied Business Applications worked
with WALGSP to map business processes, and managed
the project from setting up the Legrand CRM through
to integration with the finance application. Along the
way, they also delivered some additional customisation.
Within six months, the system was up and running.
How It Works
Initially the Legrand CRM was used by around 30
staff. Three years later, it is relied on by nearly 50 staff
across all areas of the business, including member ser-
vices, financial planning and administration.
Legrand CRM logs all calls, correspondence and con-
tact with members. It is then used to assign tasks back
and forth between staff; it stores templates for standard
emails, letters and faxes, and draws contact data from
the finance system. More importantly, in a compliance-
driven organisation, Legrand CRM provides an audit
trail of member-related documentation and contact.
When correspondence is received, administrative
staff scan and then archive the original document. The
electronic scan is attached to a job order, which is then
forwarded to the appropriate department for action
or resolution. If the incoming mail is on a standard
WALGSP form, optical recognition technology makes
the process even easier, converting the data into an elec-
tronic form which is electronically checked to ensure
that no essential data fields are missing. If an error is
> CASE STUDY
found, the system automatically generates a reply to the
member requesting additional or corrected information.
Owen has also developed two Microsoft Excel
spreadsheets. These extract data from Legrand's data-
base and are refreshed every 60 seconds. One spread-
sheet is prominently displayed on a large screen in
member services and shows actual performance data,
such as the number of financial plans delivered com-
pared to the organisation's targets. The second spread-
sheet is in administration and monitors activity such as
the number of jobs being processed and performance
CRM
against statutory time requirements.
In addition, the database is regularly mined for
sales opportunities, which are then pursued and
tracked via Legrand CRM. Data is accessed during CASE
each incoming call and has proved to be invaluable for STUDY
up-selling members to new solutions.
> Western Australian
Local Government
An Affordable Solution Superannuation Plan
Owen acknowledges it's a sophisticated approach
(WALGSP)
to CRM saying, “Our CEO and I had previously
worked together and we had used CRM systems
before, so we certainly understood the power of a AT A
system that was well set up and which provides all the GLANCE
information at your fingertips. What we set out to do Business Objective
here was to replicate that capability without spend- > To respond to superannuation
ing hundreds of thousands of dollars. In the end, we industry changes, such as the
achieved it for just tens of thousands of dollars.” introduction of employee choice
When asked to nominate the main benefits of of fund, by creating a more
Legrand CRM, Owen says, “First, is the ability to know competitive, member-focused
what work we have in progress. Second, is the ability organisation.
to service the customer. Third, is compliance. I can't Solution
see how a business in today's environment can sur- > Legrand CRM, deployed by
vive without a CRM system. At the same time, I don't Legrand Software's WA partner,
understand why so many businesses spend millions on Applied Business Applications.
CRM when they don't need to.” Business Benefits
Owen's advice to others looking at Legrand CRM > A contact management, docu-
is clear: “The real key is to think through the ment management and workflow
(Legrand CRM) modules and decide how you are solution that manages every
going to use them. Then be militant about it. CRM is touch point and every interaction
incredibly powerful when used properly, but it is only with WALGSP's 40,000 members.
as good as its weakest link. If someone doesn't record
the phone call or write down what’s been said the sys-
tem fails.”
FOR MORE
“We'd be kidding ourselves if we said that
INFORMATION
Legrand CRM is just a bonus for our members, > Legrand Software Pty Ltd
because I think we were behind the eight ball original- www.legrandcrm.com
ly. If we hadn't undertaken these activities, we wouldn't Level 2, 83 Mount Street
survive in this market. Client expectations have risen North Sydney, NSW 2060
to the sort of level that demands this sophistication,” Ph. 1300 132 890
Owen concludes. info@legrandcrm.com
Quarter Three 2009 www. i Start.com.au 43