Key Objective: To provide an online web presence which showcased the company’s product range and generated leads. To integrate with a sales management and warranty management CRM. The CRM had to integrate with the developers housing and log sales and product fitted at a plot level.
Albert Henry Interiors manufactures bespoke bedroom, home office and media room furniture. They supply house builders with new build solution, as well as the homeowners directly.
Issues: Albert Henry Interiors sells to private individuals within the east Midlands region. Their largest customer is a house builder, and the business wants to grow its direct-to-consumer business. This falls into two groups, those who have purchased a house from the developer, and now want additional bespoke furniture. And those who have a property unrelated to the developer.
- The website needed to be capable of generating enquiries from both groups
- The enquiry needed to provide a ‘price estimate’ to optimise the sales teams response to enquiries
- The site needed to integrate with VISION 247 CRM, so all enquiries were centrally managed
- The CRM needed to cope with the complexities of GDPR associated with home ownership
- The CRM needed a bespoke API feed to import the developers customers at plot level
- The CRM needed to retain drawings and plans at a house/plot level, to manage warranties
The challenge arises if an individual requests to be removed from the database, as if they are living in a house which remains within the NHBC warranty, AHI has a contractual obligation to retain their details. However, if they sell the house within the 10 year NHBC warranty period, the rights to be forgotten apply to the former home owner – whilst the balance of the NHBC warranty remains – along with all the obligations. This meant that the system needed to cope with the sale of a property and retail all of the warranties, which required the product information to stored separately. This meant the house and product information could be retained against the property, whilst all personal information of the previous occupier could be redacted/anonymised.
Resolution: The website was built with a price estimator, this took the prospective customer through a series of selections so they could build their bespoke solution and enter sizes, etc. This information is passed to the sales team who can provide guideline prices quickly as they have captured the core quote details. This then is communicated back to the client and they can choose to take the next step which is pay a deposit and have drawings created, which will be subject to s final site visit and measure up.
The CRM takes the drawings and relevant product installation information and stores it separately against the address so it can manage the warranties on fulfilled orders. This enables the GDPR rights to be manages if the home gets sold whilst under NHBC, or product warranty is mid-term.
The plots on a development are imported directly to the CRM from the developer’s software, and although at plot level during build, is migrated to the postal address on exchange and completion of sale.