About the Client
Arbor Memorial is a trusted, family-owned Canadian company with deep roots in diverse communities across the country. Established in 1947, Arbor has over 120 locations, and 23 of cemeteries with full-service funeral homes on premises, offering complete service to its families. With over 2500 dedicated and highly-trained staff, Arbor has solidified itself as a standard-bearer in the industry, with a long history of excellence and strategic growth. Arbor provides expert guidance and customized services that help families honor, respect, and celebrate loved ones. Arbor sought out a gamification solution to consolidate their CRM information, improve sales performance, and ultimately also improve customer experience, while reflecting the unique community at each of their locations.
The Challenge
Arbor Memorial wanted a solution to promote adoption of their Dynamics 365 CRM system across many offices, with the goal of improving data quality and overall customer experience. Arbor was consolidating their data from across multiple systems in a single CRM and managing the changing data entry requirements. “The disconnect that we were seeing was that not all of our sales activities are being reported in CRM. Appointments are happening, but we can’t track the success without those interactions being recorded and updated in the system. We wanted to make sure that CRM was closely reflecting our actual sales performance, and that we’re fostering strong collaboration between team members and delivering a positive customer experience,” relates Cody Garner-Howe, CRM Marketing Assistant at Arbor Memorial. They began seeking a customizable gamification platform that would motivate and track CRM adoption and encourage sales performance, while also providing the flexibility needed to connect with their CRM and multiple locations.
The Solution
Hurrah!'s gamification features, along with the easy, native integration for Dynamics CRM made it precisely the kind of solution Arbor Memorial was looking for. They implemented Hurrah! with dedicated channels for each of their branches, giving managers editing permissions to customize their team's content. "The biggest point for us is the customizable experience. Every branch is different and Hurrah! gives us the flexibility to match that experience. You can use announcements to highlight team members that aren't always at the top of the leaderboards, you can use the leaderboards to highlight your top sellers, and the custom media makes it a fun and engaging tool that's unique to the culture at each branch."
The possibility to connect multiple branches with one platform, as well as pull data from various sources gave Arbor Memorial the ability to meet the needs of the company as a whole, and their individual branches. Arbor Memorial has created an extensive library of metrics in Hurrah! focusing on branch-level indicators related to sales performance and process. They also use the solution to track regional and national metrics, as well as run inter-branch contests and promote CRM data quality company-wide. "We're big fans of the opportunity for multiple connections so that we can have live CRM data, but also run custom contests through the Excel integration. Those custom contests are actually one of the biggest points of engagement across the company right now," Garner-Howe comments.
"The biggest point for us is the customizable experience. Every branch is different and Hurrah! gives us the flexibility to match that experience. You can use announcements to highlight team members that aren't always at the top of the leaderboards, you can use the leaderboards to highlight your top sellers, and the custom media makes it a fun and engaging tool that's unique to the culture at each branch."
The Results & Looking Forward
In addition to the positive response from branch managers and reps to the custom contests, content, and leaderboards, Hurrah! has had a positive impact on overall communication and change management for Arbor Memorial. “It has been great for general communication, especially the announcement function," shares Garner-Howe. "We are able to use that feature to send communications from different departments out to the field," such as information about product inventory and customer feedback. Hurrah! has also been a valuable tool to assist in change management, according to Garner-Howe. They use Hurrah! to track and highlight data entry for new fields in their CRM, giving them a better idea of accuracy, and drawing reps' attention to process changes for faster adoption.
As they continue to roll out and evolve their use of the solution for their branches, they are excited to continue measuring the positive impact of the solution on their CRM data quality as well as sales performance. Looking forward, Arbor Memorial plans to amplify their use of Hurrah! by implementing more of the platform's gamification features for their teams as well as beginning to connect additional data sources. They plan to take advantage of Hurrah! gamification capabilities to implement achievement recognition for onboarding new hires and marking milestones for veteran reps. They are also exploring how they can use the platforms to improve visibility across different departments.
