Brighter Business implements Sugar CRM

Brighter Business specialises in providing tailored insurance policies to meet the needs of small businesses. It has 2700 customer in a variety of sectors including retail, pubs, restaurants, surgeries, clinics, hotels, guesthouses and tradesmen, plus a variety of office and home-based businesses.

The insurer found its existing industry- specific CRM solution to be too restrictive. While it could track customer interactions and store data, it did not have all the requirements they needed to remain at a competitive advantage.

Call centres need to be able to depict an accurate picture of the businesses customer database, highlight any weaknesses and therefore enable the business to proactively rectify them to boost profit and sales.

Ian Hutchinson, chief financial officer at Brighter Business, comments, 'We needed an application that could be extremely customised to meet the needs of the direct insurance business model.'

The solution

After evaluating a number of CRM vendors, including Siebel Systems, DynPro recommended SugarCRM's commercial edition, Sugar Professional, because it has a strong price-to-performance proposition.