Customer Dynamics and Summit Financial Resources

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Customer Dynamics talked with Summit Financial resources when the company, which supports growing companies with working capital financing, was beginning to realize that communication issues were slowing them down.

"There was a lot of duplicate efforts," recalls Catherine Goodman, national marketing manager for Summit Financial, "a lot of errors. People weren't communicating with each other as to how best to manage the client."

Customer Dynamics worked closely with Summit Financial to customize Microsoft Dynamics CRM to suit the special needs of the business. Summit Financial needed a single solution that could facilitate keeping remote workers current, centralizing the information so management could keep track of the progress of prospects through the sales pipeline and then through the approval process.

Customer Dynamics wrote a separate program to help Summit cleanse the data that comes into the system from multiple sources, so that all the information could be captured for reports. Customer Dynamics also helped develop custom reports that could speed up decision making by presenting the right data to the right people at the right time. The company can now track the kinds of referral sources that lead to the most successful conclusions, so resources can be directed into the most beneficial channels. All sales team members can also see how their performance stacks up against goals.

A far-reaching company needs a powerful CRM. Better communication, data capture, and centralization allow Summit to make the best decisions for the future of their company, and empowers their sales team.