Client: Frankham Group
Who they are
Frankham Group provides a comprehensive range of building services covering design, engineering and consultancy services. With several subsidiaries, like Frankham RMS (Risk Management Services), they provide everything from building surveys to engineering consultancy.
Challenges they were having
When Frankham Group decided to make the switch to a new CRM system, they realised their data organisation could be improved. They were using a mix of spreadsheets, legacy systems, and other ad-hoc tools to store information and keep track of existing clients and future prospects. But this led to missed opportunities with potential, existing, and historic clients.
What we did
Like a lot of businesses, Frankham Group's senior management team were excited about AI and the benefits it could bring to their organisation. But a lot of the information and stories in the press you read about AI don't really give you tips about the practical application of it. If anything, what you read doesn't touch the surface of what's possible.
We started with an interactive workshop to see what was possible and spot opportunities, together. This is when Frankham Group realised they were sitting on a potential goldmine. They had valuable contact information of potential customers in their email system that, should they have a way of extracting it, could fill their pipeline with over £1 million worth of potential customers - immediately.
After this realisation, we used AI to extract this data and enrich it with information that would make the data set even more valuable to the business.
How we did it
Extracting contacts using AI
We used AI algorithms to pull contact details straight from email signatures in their system and gathered detailed statistics on each contact. This included figuring out who each contact belonged to, how often they were in touch, and what their interactions were about. From that, we made sure no contact information was lost.
Data Enrichment
Once we'd pulled all the contact information, we took it and added extra details from Linkedin and other sources to provide more context about each person (information like their current job, professional background, and potential business opportunities). Armed with this enriched data, Franken Group could then make better, more informed decisions and customise their communication strategies moving forward.
CRM Integration
For this, we worked with Deltek (their new CRM provider) to automate data updates. We set the system up to run nightly updates that would populate the CRM with the latest contact information. Safeguarding this was also a top priority, so we created rules and flags to highlight important contacts for the business development team, plugging those leaks in the system. This way, it would make sure they wouldn't miss any opportunities.
Automated Alerts
We also set up alerts when a contact changed companies. This would act as a reminder for the team to reach out and congratulate them on their new role. More importantly, it would invite them to explore new business opportunities. With this new proactive approach, we helped Franken Group stay connected with their contacts and leverage their existing relationships to win new business.
Impact
- Extracted over 15,000 contacts from emails, to build a comprehensive data set.
- Identified 1,500 contacts that had previously slipped through the cracks, creating new business opportunities.
- Added more than £2 million to their sales pipeline in the first 6 months after the extraction.
- Put Franken Group in a stronger position to maintain client relationships and act upon new business opportunities.
- Demonstrated how AI and technology can successfully transform business operations and help to drive growth.