Situation

The Grapevine Convention & Visitors Bureau acts as the promotional arm of the City of Grapevine, Texas, and is responsible for actively selling, marketing and publicizing Grapevine globally. The bureau promotes the city's hotels, meeting facilities, historic attractions, events, dining establishments and retail businesses to the group meetings and leisure markets.

Overall, Grapevine CVB was dissatisfied with their previous customer relationship management (CRM) system provider. The CRM system was difficult to understand and use, causing the Grapevine staff to save information in multiple areas, through different processes, and without standardization. The result was wasted time, effort, and skewed data.

Solution

By adopting Simpleview CRM, Grapevine was able to empower its employees with a tool to accurately maintain and demonstrate their efforts in supporting the community and CVB.

"Having Simpleview CRM is changing the way we do business at the Grapevine CVB," notes Barry Lewis, Director of Marketing. "Since working with Simpleview, we've standardized our work flow, eliminated much of the duplicate information, can run reliable reports for sales, traces, and more. I recommend Simpleview CRM if a CVB is looking for the quickest, most efficient way to gain a fuller picture of what's really going on at your CVB and help empower employees through technology."

Results

The Grapevine staff achieved its goal of having a centralized storage hub and data management system. They are now able to generate reports that demonstrate their efforts and achievements related to productivity, sales, and more.

Over one hundred sixty Grapevine spreadsheets were imported into the new Simpleview CRM between August 2013 and January 2014. This effort yeilded staggering results:

  • 100% user adoption - all 47 Grapevine employees actively work within the CRM system
  • 17,204 contacts collected and organized
  • 7,271 completed traces
  • 100% of duplicate contact information identified
  • 99% active sales profiles
  • 91% of listings have Geo-Coding associated with accounts

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