Productivity boost enabled by CRM

TheCityUK serves members better by putting CRM at the heart of the business


TheCityUK is the trade organisation for the UK-based financial and related professional services industry. We promote policies that drive competitiveness, support job creation and ensure long-term economic growth. The sector is undergoing a big wave of digitalisation, with a strong focus on using technology strategically, not just tactically.


We are trying to serve our members better by putting CRM truly at the heart of our business. While we’ve had Microsoft Dynamics CRM for some time, it has really only been used as a glorified address book.

We want to align processes across the business and bring them in-house as part of a major upgrade to our systems and ways of working. We need our CRM to be the single, central source of key information. It’s a complex task, which needs expert guidance and support, and Don came recommended to us by a contact in the IT industry.


We were already working with another company which was hosting and doing much of our development work. We tasked Don with acting as our advocate to liaise with them, help us understand the process and manage costs. Don started by analysing our business needs and translating these into terms that our third-party supplier could understand and act on.


We’ve implemented the main system and everything is working well. Don continues to help us along the journey to making the CRM system the central point of where people go for information. He’s helped us with prioritisation, identifying knock-on implications and ongoing needs; re-aligning processes, and providing a range of videos and training resources that staff can refer to.


It’s been very positive and very different to my previous experience. Many CRM and IT consultants talk gobbledygook. Don has a pragmatic, common-sense approach with no BS. He listens to the client’s perspective and produces a CRM process that works.

This case study highlights some of our skills. Whether you need to improve your existing CRM system, commission a new one, or convert more of your leads, we give you friendly, cost-effective advice and support. From our base in Peterborough, we’re in easy reach of Huntingdon and Cambridge, and work with a wide range of clients across Eastern England.

Contact us here or give us a call on 01733 902340 if you need help planning and implementing your CRM strategy.