The Superyacht Group plots a course for customer insight

In 2008, the firm wanted to expand its product scope and increase penetration within the global high-end yacht-owner market. But with each division moving into four very different directions, the organisation realised that it needed more than their current CRM software providers, Trialmaker and QuickBooks, could provide. With dispersed data situated in various spreadsheets and across the two software systems, The Superyacht Group began looking for a solution to consolidate their data.

Pedro Müller, strategy director at The Superyacht Group says: “We needed a system that would pull all the information together in one central point so that the journalists, sales people, finance team and directors all had access to the same information.”

With a lack of customer data integration, the group’s account managers faced barriers when trying to track customer behaviour or use that data to market to new customers, resulting in missed sales opportunities. The company also faced difficulties when attempting to analyse and forecast the needs of new prospects, such as marketing new events and suppliers, due to the existing limited software.

The Superyacht Group knew a change was needed to set sail for new ventures