Hart Square educates ASCL on the

choice of a new CRM How a leading educational institution called on Hart Square’s expertise and market knowledge to select a new CRM solution

Case study – Education

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Overview The Association of School and

College Leaders (ASCL) is the

professional association and trade

union in the UK for secondary school

and college leaders.

It represents nearly 17,000

members, and is a major provider of

training courses and consultancy

for its members.

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Case study – ASCL

CRM is really at the core of the

organisation. It had been using Integra

for about three years to manage

membership and events.

When Iris wanted us to upgrade to the

latest release, IntegraNG, this would

have been a significant project in terms

of time and cost.

ASCL decided to invite Hart Square to

review its CRM processes and advise

on the best way forward.

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Case study – ASCL

CRM at the core

Hart Square’s specialists undertook a

complete, in-depth review of ASCL’s

CRM requirements.

We talked with each of the departments

and spent a lot of time putting together

specifications for the new CRM.

The intention was for that review to be

turned into an Invitation to Tender (ITT)

that could be used to solicit bids from

various CRM vendors.

CRM Review

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Case study – ASCL

Hart Square’s review highlighted the following

key areas of core functionality for the CRM

system:

Contact Management – the new CRM

solution had to serve as the master contact list

for all of ASCL’s members, stakeholders and

event attendees.

Membership Management - ASCL has

17,000 members and an average of 1,500 new

applications and 1,200 lapses annually. The new

CRM needed business logic and workflows to

support these changes.

Event Management - with an annual

conference, 12-30 regional conferences and

over 130 short courses per year, the CRM

needed to help ASCL manage all aspects of

organising events.

Core

functionality

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Case study – ASCL

Consultancy Management - the new CRM

needed to allow ASCL to maintain contact details

and specialisms for its consultants, manage

appointments and facilitate invoicing and

payments.

Financial Management - the new CRM

needed to support Sage for full cost/income

analysis of events, and Stock Control and Sales

Order Processing for products such as books

and CDs.

Hotline Management – ASCL’s member

hotline can receive up to 100 calls a day. The

CRM needed to allow staff to easily access a

caller’s record, enter any advice given and

escalate any issues.

Case Management – ASCL’s legal

department supports members with expert legal

assistance. The CRM needed to allow full

recording of any issues and processing of cases

through to resolution.

Core

functionality (2)

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Case study – ASCL

A separate project to re-develop the

ASCL website was underway which

would eventually allow registered visitors

to update their own details and make

online payments for services.

We advised ASCL to be open to a CRM

solution that either:

• provided APIs or web services which

allow web developers to read from,

and write back to the CRM, or

• enabled online forms and

functionality to be integrated into its

website.

Website

integration

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Case study – ASCL

Migration of data was a key concern to

ASCL.

The data quality in the Integra system

was not good, and there was a

significant number of duplicate records.

We proposed data cleansing and de-

duplication prior to the migration to the

new CRM.

Data

migration

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Case study – ASCL

We guided ASCL through vendor responses, narrowing down the choice to four vendors.

Each was invited to present to ASCL, who decided to look more closely at an MS Dynamics-based CRM.

We arranged for the vendor to come in and do a workshop.

After further discussions ASCL decided to look again at one of the other vendors.

ASCL is now working with us to make a final decision.

The plan is to implement the new CRM in 2013.

Decision

process

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Case study – ASCL

The new CRM will allow ASCL to do

more online member recruitment,

online payments and self-servicing

and streamline events.

Members will be able to join online

from the ASCL website.

ASCL will be able to automate

correspondence across a number of

membership functions.

There is the potential for on-going

project management for

implementation and training.

Instilling

confidence

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Case study – ASCL

Key benefits to ASCL include:

Institute-wide access to centrally-

stored knowledge on members,

their interactions and relationships

with ASCL.

Intelligence relating to individual

members in one place.

Streamlined business processes,

including event and conference

management, consultancy and

training.

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Case study – ASCL

Benefits

Business process review and

documentation

Organisation-wide requirements

gathering

CRM review and recommendations

ITT for new CRM system

Vendor shortlisting and selection

Website integration plan

Customised training

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Case study – ASCL

Key services

provided

Client quotes

“We wanted real CRM specialists with membership experience.

When we talked to Hart Square it quickly became apparent that they

knew and understood the market very well and had a grasp of all the

key vendors and their solutions. They also seemed really easy to

talk to and work with.”

“Hart Square turned their excellent review into an ITT document and

solicited bids from a number of CRM vendors. In the end, we

decided to look more closely at an MS Dynamics CRM-based

solution, and Hart Square arranged for the vendor to come in and do

a workshop for us.”

Sara Gadzik, Communications Director at ASCL

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Case study – ASCL

Client quotes

“Hart Square have really gone beyond the contract that we signed

with them. They are very flexible, easy to work with and they will

come and see us at very short notice if we want their advice on

something. That’s really appreciated.”

“Technically they really know their stuff. They held workshops to

understand our processes, and pointed out better ways of doing

things, which is brilliant. They’re very knowledgeable and work as

part of our team. We’re very confident in their abilities.”

Sara Gadzik, Communications Director at ASCL

Case study – ASCL

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Other client case studies CIBSE’s publications now published online through its

Knowledge Portal.

Hart Square ensures healthy CRM at The Health

Foundation.

Hart Square advises on member management at the

Pensions Management Institute.

Hart Square helps The Prince’s Foundation for Building

Community to engage with members.

Hart Square creates CRM training for Children & the Arts.

FTN puts trust in Hart Square to move to new CRM for

organisational membership.

The British Academy enables interaction with Fellows and

the wider public with help from Hart Square.

Case study – ASCL

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Case study – CIBSE

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Case study – ASCL

Arthritis Care

Association for Project Management

British Academy

British Association of Occupational

Therapists/College of Occupational Therapists

British Retail Consortium

Chartered Institution of Building Services

Engineers

Communication Workers Union

EEF

Girlguiding UK

Horticultural Trades Association

Our clients

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Case study – ASCL

International Broadcasting Convention

Investment Property Forum

National Housing Federation

Nottingham University Business School

Pensions Management Institute

Royal College of Anaesthetists

Royal College of General Practitioners

Society of Operations Engineers

The Association of Commonwealth Universities

The Association of School College Leaders

The Foundation Trust Network

Our clients

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Case study – ASCL

Our clients The Health Foundation

The Institute of Direct and Digital Marketing

The NHS Confederation

The Offshore Pollution Liability Association

The Prince’s Foundation for Building

Community

The Prince’s Foundation for Children and

the Arts

The Royal Institute of British Architects

The United Kingdom Council for

Psychotherapy

The Whitehall & Industry Group

ZPB Associates

For more information:

0344 567 8790

info@hartsquare.co.uk

www.hartsquare.co.uk