Located at the YMCA national headquarters in Chicago, the National YMCA Employee Benefits Plan (NYEBP) is responsible for managing the benefit plans of approximately 14,000 people across the United States. To manage these benefits, the NYEBP relied on an aging customer relationship management (CRM) platform that was both expensive to maintain and unusably slow.
The NYEBP’s CRM was built using three separate databases, connected together in a system that was tedious and inefficient for even the most basic tasks. Even training new users in the essential operations of the system was becoming prohibitively expensive. The CRM was also filled with years of “dirty” data, cluttering up fields and forms with irrelevant and useless data. As a result, the CRM couldn’t even be used for one of its core functions — generating mass emailing lists — which instead had to be created manually, consuming a tremendous amount of staff time and effort
After years of patched-together fixes, it became clear to the NYEBP that something had to change. It was time for a new CRM solution.
The NYEBP had specific needs for their new CRM, and any proposed solution would need to be capable of handling them. These were:
After meeting with potential CRM solution providers, the NYEBP awarded the job to Intelestream, Inc., a Chicago-based CRM consulting group.
After several meetings with NYEBP stakeholders, Intelestream created a roadmap for achieving the organization’s goals with their new CRM. This would be a truly customized solution, tailored around the organization’s unique needs. This solution would not only include CRM technology improvements, but also a high level of training and administrative support.
Intelestream’s customizations and improvements would go far beyond the CRM’s essential functions, and would provide a wealth of tools and options geared towards creating a sustainable, scalable and reliable solution for NYEBP’s long-term needs. These included:
As the implementation moved forward, the NYEBP also asked Intelestream to develop a Google Maps™ plug-in for their system. At the time, there were no tools or plug-ins offering this level of mapping integration with SugarCRM™. The resulting plug-in allowed users to conveniently view account and product data on a map, and then apply the results to specialized reports.
Business Value Realized
In less than three months, NYEBP was able to go live with their fully customized CRM instance. The new system seamlessly integrated their existing business process, cutting costs while creating a highly efficient workflow.
The new CRM merged the NYEBP’s three databases into one, cleaning up years of incorrectly entered and out-of-date data in the process. Key information from eligibility and financial systems was also integrated, giving the group a more accurate and consolidated view of critical data. Thanks to the flexibility of the new CRM, it also became possible to integrate their system with the centralized database used by the YMCA of the USA, providing seamless updates of contacts and accounts.
The NYEBP now had the tools to manage an increased number of cases, complete daily tasks faster and more efficiently — all without the need to hire additional staff. They couldn’t be happier with the results.
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