Brighter Business ensures customer loyalty with SugarCRM

Should the customer choose a solution with industry-specific functionality right from the get-go or select a more flexible alternative in order to customize the application? For Brighter Business, a U.K.-based insurance company specializing in covering small businesses, the decision was a simple one.

'We needed an application that could be extremely customized to meet the needs of the direct insurance business model,' says Ian Hutchinson, CFO of Brighter Business.

As a result, Brighter Business turned to DynPro, an information system consulting firm and SugarCRM partner, and implemented Sugar Professional to meet its industry-specific needs.

Problem
Brighter Business required a customizable CRM solution to track customer interactions across multiple channels and provide us with an accurate picture of our customer base and replace an outdated insurance broker tool being used for the same purpose.

The solution needed to be highly customizable to allow Brighter Business to mold the CRM solution around its industry-specific business processes and customer needs, which included e-commerce, financial sector best practices, credit card payments, and custom workflows.