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CRM System Transforms Utility Company’s Trade Waste Services

Severn Trent Feature

Industry

Utilities

Challenge

Severn Trent Water faced significant operational challenges in managing its trade waste services. With up to 160 daily waste deliveries spread across 12 sites, processes relied heavily on outdated spreadsheets and siloed databases. This approach created information silos, increased the risk of data errors, limited secure access to critical customer information, and hindered the utility’s ability to deliver efficient, customer-centric services at scale. As the demand for sustainable and efficient water and wastewater solutions grew, Severn Trent Water recognised the urgent need to modernise its systems to support its large, diverse customer base of over eight million.

Results

By implementing Microsoft Dynamics CRM with Crimson, Severn Trent Water centralised trade waste customer data and streamlined business processes. The new platform consolidated legacy databases, improved information security, and enabled real-time access to customer records and delivery data. Key features such as laboratory testing integration and upselling functionalities allowed for more informed, data-driven decisions and rapid response to customer enquiries. Service teams could now process and track up to 160 daily waste deliveries efficiently across 12 sites. The CRM solution created new value by unlocking sales opportunities, reducing manual workload, and providing a robust foundation to scale customer-centric utility services. As highlighted by Severn Trent’s IS team, Crimson’s responsive engagement ensured the solution met evolving business needs.

Key Product

Microsoft Dynamics 365

www.severntrent.com

Crimson have been very good at doing what we have asked and were very responsive when we asked for additional changes.

Matt Lochee-Bayne

Business Analyst @ Severn Trent Water

Severn Trent About

About

Severn Trent Water, part of the Severn Trent group and listed on the FTSE 100, supplies and treats water and wastewater for over eight million customers in the UK and abroad, focusing on sustainable and efficient solutions.

The Challenge

Severn Trent Water, an FTSE 100-listed utility, delivers water and wastewater solutions to over eight million customers across the UK and internationally. The company’s Trade Waste Services division plays a crucial role in handling up to 160 daily waste deliveries across 12 managed sites. However, legacy processes relied on spreadsheets and fragmented databases to track customer information, service requests, and delivery schedules. This manual approach resulted in inefficiencies, data security risks, and restricted access to accurate, up-to-date information. As customer expectations rose and regulatory demands increased, Severn Trent Water needed a robust digital platform to support its commitment to sustainability, efficiency, and exceptional service.

The Solution

After a comprehensive evaluation of digital transformation options, Severn Trent Water selected Microsoft Dynamics CRM delivered by Crimson. The decision was driven by Crimson’s sector-specific expertise and ability to align technology with utility industry challenges. Crimson worked closely with Severn Trent’s IS team to design a tailored CRM platform that centralised customer data, automated workflows, and integrated laboratory testing and upselling features. The implementation process was highly collaborative and adaptive to business feedback: “Crimson have been very good at doing what we have asked and were very responsive when we asked for additional changes.” – Matt Lochee-Bayne, Business Analyst, Severn Trent’s IS team.

The Results

The CRM transformation delivered immediate and measurable benefits for Severn Trent Water. Manual spreadsheet processes were replaced with a secure, centralised database, reducing administrative overhead and improving information accuracy. Service teams gained instant access to customer records and delivery schedules, enabling them to efficiently manage 160 daily waste deliveries across 12 sites. Enhanced features, such as integrated laboratory testing and real-time upsell opportunities, empowered staff to make informed decisions and respond quickly to customer enquiries. The new platform also unlocked new sales opportunities and allowed Severn Trent Water to deliver more efficient, customer-centric trade waste services to its 8M+ customer base. Crimson’s responsive partnership ensured the solution continually adapted to the organisation’s evolving needs.

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