Evidence
Every one of these became more than the brief.
Each client came to us with a clear request. Working out the real problem changed what we built, and what it did for the business.
Some of the organisations we've worked with
Testimonials
In our clients' words.
“The results are tangible – enhanced efficiency, streamlined communication and an overall improved customer experience.”
Andrew FogartyBusiness Analytics Manager, Jayco Read the full quoteShow less
The CRM Strategy team, led by Brett, has revolutionised our business approach. Brett's in-depth knowledge of Customer Relationship Management is unmatched and his team's work ethic and dedication are exemplary. It is precisely this hard work and dedication that was required to deliver a complex, long and gruelling implementation of SugarCRM to our dealer network across Australia and New Zealand. The results are tangible – enhanced efficiency, streamlined communication and an overall improved customer experience. I highly recommend Brett and his team for their exceptional contributions to our success in implementing a robust CRM solution.
“They openly listen to our challenges, are very willing to assist and then work collaboratively to find a solution.”
Pablo NeiraStrategy & Innovation Manager, Doctors' Health Fund Read the full quoteShow less
I have found CRM Strategy to be a very knowledgeable and supportive company built around sound expertise and a strong passion for CRM solutions. They openly listen to our challenges, are very willing to assist and then work collaboratively to find a solution. Communication is excellent and we are informed every step of the way by providing clear resolution pathway, budget and timings. Over the past few years, we have developed a strong relationship built around open, honest and transparent conversations that has developed a level of trust and comfort to continue on for years to come.
“There is clearly a culture of collaboration, focusing on solutions, actively listening to client needs and balancing the technical with the functional outcomes.”
Sage MichaelsProject Delivery Manager, Early Learning Association Australia Read the full quoteShow less
My experience of the team broadly at CRM Strategy is positive. From an organisational sense, we have felt supported, listened to and that CRM Strategy values working with us despite probably being at a smaller scale than many other customers you work with. There is clearly a culture of collaboration, focusing on solutions, actively listening to client needs and balancing the technical with the functional outcomes. I noticed very quickly the improvement in project documentation, resource and sprint planning and the leadership across the team members. From our perspective, it's clear CRM Strategy has a great team of technical people that work hard for their clients, including us.
“Being able to understand our problem and actively assist us to improve, is vastly different from doing just what we ask.”
Brent JonesDirector, Sequoia Financial Group Read the full quoteShow less
Sequoia Superannuation employed CRM Strategy for a long, complex project to improve our current systems with absolutely minimal disruptions to clients and staff operations. They have achieved both of these requirements whilst offering guidance and constructive suggestions along the way. Being able to understand our problem and actively assist us to improve, is vastly different from doing just what we ask. The latter has far less value, the former is invaluable. Thanks Brett, Jac & Team. Keep it up.
“CRM Strategy has helped us shift from poorly managed spreadsheets to having clear visibility of our opportunity pipeline over the next 2 years.”
Aaron HuntSales Capability Manager, The Australian Reinforcing Company Read the full quoteShow less
CRM Strategy has helped us shift from poorly managed spreadsheets to having clear visibility of our opportunity pipeline over the next 2 years. The application of systemised processes, combined with a wealth of new data, is allowing us to target the deals we want to win, then invest resources to deliver more compelling value propositions.
Health insurance
From a compliance fix to a better way to sell.
- The brief
Get our reporting out of spreadsheets and stand-alone databases, so we stay APRA compliant.
- The real problem
In addition to APRA compliance, the group of health funds also needed new staff selling quickly, and matching each member to the right cover from a large range of products.
Compliance and sales could be solved together, by making every sale compliant from the start.
- What it became
A digital sales mentor that guides advisors through each sale. A lead can't convert until every compliance check is met.
Several funds now share it, and they shape its roadmap together.
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The compliance work could easily have been a project on its own. We worked from the other end instead. If the selling process was compliant from the start, the reporting problem would take care of itself, and the funds would get a better sales process for the same cost.
The system checks each lead's details as the sale progresses, including age-based discounts, Lifetime Health Cover loading and annual price changes. The advisor always presents the right product at the right price, even on their first day.
After rollout, the funds had full APRA compliance, higher sales, and less churn through better product matching. Fewer errors saved several full-time roles' worth of work. Hiring got easier, because new staff no longer needed specialist system knowledge, and managers could focus on performance.
It then grew into a platform several funds share. Member funds set the roadmap together and get a release every quarter, plus one major compliance upgrade a year. A fund that pays to develop a new feature can recover that cost by offering it to the others.
Waste and recycling
From visit notes to market intelligence.
- The brief
“I just need a CRM that tracks which customers I've visited and what bins they have, so I can write up a note after each visit.”
- The real problem
The business couldn't see where its competitors' bins were, or what those contracts were worth. Without that, it couldn't tell where to win new customers.
- What it became
A map of the market, showing every competitor's bins and what each contract was worth.
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It started as a note-taking tool for account managers. It finished as the way the business decided where to compete.
When an opportunity came up, the sales team knew exactly which customers to approach and how much to commit. They could move so quickly that competitors couldn't respond in time. At times, a competitor lost 5 to 10% of its market share over a single weekend.
Wholesale distribution
Perishable goods
From manual buying to supply that follows demand.
- The brief
Deliver fresh flowers overnight, nationally, and grow past the ceiling most wholesalers hit.
- The real problem
Every day brought a huge number of decisions: what to buy, at what price, and how much to send to each warehouse.
Any one of them could cost the margin, on stock worth nothing after five days.
- What it became
An automated buying process that links supply to demand. Stock adjusts up or down with actual sales and shelf life.
National overnight delivery, run with a fraction of the staff such a business normally needs.
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Margins are tight, the product is worthless within five days, and the weather changes what stock is available. Season, species, colour, economic pressure and reliability of supply all have to be managed at once.
We looked at the whole value chain and asked what would happen if the usual limits were removed. What if you couldn't have a large warehouse? How would you trade then? The answer was to make each transaction correct from the start.
When a salesperson takes an order, the system already knows it can be fulfilled. Packaging, shipping route, cost and cut-off times are all set in advance. Buying is automated, and supply corrects itself against real sales.
The business grew past its old ceiling. It needed fewer people for day-to-day transactions, and no longer needed supervisors to check that orders flowed correctly. Wastage fell to a minimum, and clients got their flowers overnight, in water, at a predictable price.
Beverage distribution
From scheduling visits to selling at every one.
- The brief
We need a planner that schedules our reps' visits to outlets.
- The real problem
Reps travelled to outlets to run tastings and take orders for new products. A cancelled meeting meant a wasted trip.
They went into each negotiation without current prices, and what customers said at tastings wasn't recorded anywhere.
- What it became
A sales and ordering tool for the road. It plans each day's visits, takes orders on the spot, and shows current market prices and buying history.
When a meeting falls through, it maps the customers nearby.
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A visit planner was the starting point. We looked at what happened during each visit, and where sales were being lost.
With buying statistics and live market prices in hand, reps negotiated from a stronger position. Orders went straight into the system, so tracking improved, and a cancelled meeting no longer cost the day.
Feedback from every tasting is recorded too, so reps always know how a new product is landing with customers.
Ordering became faster, sales rose, and the business saw a strong return on the investment.
Automotive wholesale
From linear costs to fixed costs.
- The brief
“I need a way to scale my car buying that isn't limited by my admin staff. My admin overhead is holding back my growth.”
- The real problem
The business buys cars in large numbers, from dealers and directly from the public. Every purchase added paperwork, so admin costs rose in step with volume. More growth meant more hiring.
- What it became
Fully automated administration and buying process, so the admin team stayed the same size however many cars were bought.
The cost of each purchase came down, and the profit on each car went up.
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Most businesses accept that more volume means more admin. Each extra car brings another round of the same paperwork, so the admin team grows with the business.
This one set out to break that link. Once the buying process and the administration of each purchase were automated, the cost of handling a car no longer depended on how many cars came through.
That's the difference between a linear cost and a fixed one. Growth now adds profit, and the admin team stays the same size.
What they have in common
Sometimes you have to go back to first principles.
If you're not solving the right problem, you can do excellent work and still miss the target.
In each of these stories, the turning point was the same question: what are we really building, and why?
Across thirty years
Other briefs we've rethought.
The same approach, over thirty years and across very different businesses. Clients have ranged from five-seat fintech start-ups to ASX-listed manufacturers and national nonprofit networks.
- Insurance
Insurance assessment
- Superannuation
Fund compliance
- Financial advice
Adviser conversion
- Financial services
A new lending product
- Manufacturing
A national manufacturer
- Construction materials
A national supplier
Start here
Bring us the problem.
Each story on this page started with a brief. The first conversation is about finding out what yours could become.