How Capital Access Group centralized investor relations with Workbooks CRM

A key element of Capital Access Group’s business is to coordinate the attendance of brokers at client investor briefings and road shows.

Across the business, Capital Access Group were using a number of applications, including Microsoft Outlook and Excel, to segment their data and to track interactions between their clients and potential investors.

Capital Access Group found that using many different applications was resulting in incomplete and duplicate data being stored, making it difficult to effectively track client interaction and to monitor the history of the client/investor relationship.

One area that needed addressing was the ability to market to their prospective clients and easily capture responses from them. Under their existing systems, no single application held all the data, which made it difficult to segment information easily, and made targeted marketing campaigns almost impossible.

Although spreadsheets seemed adequate at first, as our business grew, it became apparent that we needed a more centralised system to streamline our processes.

John Gillespie – Financial Controller at Capital Access Group 

Capital Access Group recognized that to remain leaders in their field, they needed a centralized CRM system.

They set out to identify a solution that not only met their requirements from a functionality perspective, but one that was easy-to-use, and would be quickly adopted by the whole team.

Capital Access Group considered an array of CRM suppliers, including Salesforce, Sage and Microsoft Dynamics.

After reviewing a number of vendors, they selected Workbooks CRM.

Out of all the CRM providers we looked at, Workbooks really took the time to get to know us and to get to know the business and what we wanted to achieve.

John Gillespie – Financial Controller at Capital Access Group

While the consultative approach really impressed Capital Access Group’s leadership team, the functionality was also first-class:

Not only does the system enable us to effectively filter our data, based on our own custom fields allowing all interactions with clients to be recorded, but the ‘Windows-like’ feel to the system makes it so intuitive.

Robert Irvin, Head of Client Management at Capital Access Group

During onboarding, the Workbooks Professional Services team worked closely with Capital Access Group to identify their existing processes, and agree on what they wanted to achieve out of the system.

This process enabled Workbooks to fully customize the system to Capital Access Group’s individual needs, making it even easier to use, and accelerating user adoption.

Through the use of custom fields, Workbooks were able to map their CRM solution to Capital Access Group’s business, rather than Capital Access Group having to change their core processes to fit with the system.