ADAPT Says Software `'Tailorablity'' Key to CRM Success.

Business Editors & High-Tech Writers

IRVINE, Calif.--(BUSINESS WIRE)--Jan. 28, 2003

ADAPT Software Applications, Irvine-based developer of CRM software, said that customer experience has proven that a critical factor for CRM success is the ease with which a CRM solution can be tailored to meet the unique needs of a company.

According to Brian Dunn, CEO of ADAPT: "Selecting CRM software is like buying clothing, one size does not fit all. The fit has to be right, and very often a tailored solution is the only answer."

Dunn points to the success of Pittsburgh-based Business Records Management (BRM). "BRM exemplifies the fact that compromise, customization and cooperation all must play a part in achieving an ideal solution not possible with an `out-of-the-box CRM package,'" he said.

BRM is a full-service provider of Document Storage, Management and Delivery Services, Disaster Recovery Planning, Support and Facilities, Software Escrow, Destruction Bin Rotation Services, Computer Media Storage and Rotation, Records Management Consulting and Records Retention Services.

BRM is Pittsburgh's largest local information management company with a client base of more than 1,000 firms throughout Western Pennsylvania.

The company currently stores more than 1.5 million cubic feet of records.

BRM required a more streamlined approach to managing customers. The company had little visibility into its customer base and could not accurately track sales and marketing efforts. BRM wanted to build a base of customer references and affiliates and perform data mining activities to secure new leads.

Specifically, the company's objectives were to: employ customer relationship management as a customer centric business strategy to select, manage and capitalize on business (customer and affiliate) relationships; facilitate the management of marketing, sales and service efforts to compound sales and profits by supporting a customer-focused CRM strategy; increase revenues through optimal client management; reduce costs through automated sales, administration, service and marketing activities; optimize the effectiveness of sales, marketing and service activities; and increase customer satisfaction through seamless order and service execution.

In addition, BRM wanted a CRM solution that would enable it to fully realize the company's mission statement: "To completely satisfy our clients' needs using state-of-the-art technology and recognized best practices in the field of information management."

BRM felt the unique requirements of its business precluded going with an "off-the-shelf" CRM system. "We recognized the fact that our CRM solution had to be implemented around particular business objectives and processes rather than the arbitrary implementation of a prescribed system," said BRM President Steven Wright.

A study of available solutions led BRM to select ADAPTcrm, a Microsoft SQL-centric solution. "Because ADAPTcrm could easily be customized to capture the required key business metrics, BRM was able to take advantage of the economies of a low-cost, fully functional, out-of-the-box CRM solution. Our goal was to make the new CRM implementation evolutionary, not revolutionary."

Despite solution tailoring and the redesign and enhancement of multifaceted business processes, the total cost of ownership for the new CRM solution was relatively low and well within the BRM budget. This low cost of ownership is traceable to several factors: The selected CRM package, ADAPTcrm, offers all CRM/SRM functionality within a single module.

Its non-modular design helped accelerate implementation and training, while its codeless, table-based customization system provided a precisely tailored system. The personal involvement of the local ADAPT Reseller Partner, Innotech Solutions of Pittsburgh, also helped facilitate implementation and training.

Today, the ADAPTcrm solution provides Business Records Management with greater insight into nearly every aspect of the business. "CRM has enabled us to elevate customer service to a new level," said Wright.

"For example, BRM customer service personnel now have immediate access to a customer's records during phone inquiries. In addition to greater performance and operational stability, the new Microsoft SQL 2000 environment enables the creation of more versatile reports that provide management with a better foundation for decision-making purposes," he said.

The CRM solution has also achieved superior sales management capabilities, i.e., call volumes by telemarketing groups are monitored to determine if goals are met.

"Because we are able to identify customers by services rendered, we can now recognize opportunities to sell additional services to our existing customer base. Also, we now have greater insight into the success/failure of our marketing efforts," added Wright.

Since implementing the ADAPTcrm solution in mid-2002, the BRM customer base has grown by 5%, the company's customer retention rate has remained at 100%, and sales to BDM's existing customer base have increased by approximately 10%.

Established in 1993, ADAPT Software Applications is a leading provider of fully integrated, front-to-back-office CRM solutions for small- to medium-sized businesses. ADAPTcrm software combines collaboration, executive management, marketing, sales, service, fulfillment and ERP integration in a single, enterprise CRM solution.

The core competency of ADAPT Software Applications Inc. lies in client/server and Web-based rapid application development with expertise in various platforms, operating systems and database management systems.

Visit Business Records Management at: www.businessrecords.com.

Visit ADAPT Software Applications at: www.adaptcrm.com.

For information, call Marc Wolfe, ADAPT Software Applications, 949/252-1684 ext. 250 or e-mail: [e-mail].