MDL Marinas

For MDL, digital is a key channel to engage with prospects and members. The channel serves both the audience’s preferences and the business budget. However, having evolved organically over the years, it is natural that the online presence and the systems that serve it were an inefficient “patchwork quilt”.

Now was the natural time to re-assess and rationalise these systems to deliver a seamless customer experience and to optimise the efficiency and ROI of MDL marketing.

Optimise the customer Journey
The entire customer journey had been considered:

• Sales Management System with a fully functional quotation system

• MDL website re-architecture to both harvest new members and deliver benefits and cross sell to members

• Integration of social media platforms within the website

• Integration of Intimis, Proctor & Stevensons personalised url tracking software with the website and Sales Management System to accurately track response to direct mail and traffic to the website.

Surprise and Delight
This combined integration, viewing all facets of the project as one overall sales cycle and customer experience would enable a seamless transition between first contact through email, direct mail, online advertising or social media, through to the website request for information and the internal MDL sales team follow up process and on into on-going customer retention.

The Proctors response
• Creation of a bespoke sales management system (SMS) which was able to:

• Generate quotes for all MDL service offerings.

• Provide sales and customer contact history with a fully featured sales management system.

• Manage customer communication via a tracked mailing campaign system.

• Deliver on-demand generation of (pdf) sales documents.

• Provide Accessibility from both internal and external locations whilst still offering a shared, consistent and secure data source.

To deliver this, we built a system using PHP, utilising core modules and customizing components from Drupal, which is an extremely user-friendly and completely flexible open source content management framework. The key benefit of using a web-based framework to power the system was in its accessibility, enabling both internal and external access via any device capable of displaying a webpage, from desktop computers to mobile phones.