Microsoft Dynamics CRM Solution Transforms Housing Association’s Sales Processes

The Challenge

Notting Hill Genesis, a major housing provider with over 40,000 properties in London and the South East, specialises in sales through shared ownership schemes. When a new marketing strategy doubled their sales enquiry volume, the organisation's fragmented IT systems struggled to keep pace. Critical customer and sales information was scattered across disparate platforms, leading to inefficiency, increased administrative effort, and the real risk of missed opportunities or dissatisfied customers.

The Solution

Recognising the need for a more integrated and responsive approach, Genesis Homes engaged Crimson to assess and address its digital challenges. Crimson's expertise in Microsoft Dynamics CRM and SharePoint, combined with a thoughtful change management strategy, ensured the new solution was tailored to the association's unique requirements. Reflecting on the collaboration, Rob Sproule, Group IS Director, stated: "We were looking for a solution which would address the high priority issues we knew of in our sales cycle. Crimson helped us develop this need and offered a viable solution. Their expertise in change management was integral to the success of our project. Real insight and a continuous focus on technology supporting our processes and people – rather than leading them – ensured a highly successful implementation with high take up. I can see us looking to utilise Crimson’s advice and experience for some time to come." The integrated CRM and SharePoint solution provided staff with a centralised view of every customer, streamlined sales tracking, and enabled more effective data analysis, empowering teams to respond faster and plan proactively.

The Results

Following the deployment, Notting Hill Genesis experienced a marked improvement in both operational efficiency and customer service. Administrative workload was reduced by centralising information and automating previously manual processes. Staff could access a single, up-to-date view of customer interactions, leading to more responsive and personalised service. Advanced reporting capabilities supported better cash flow and resource planning. User adoption rates were high, underscoring the system's usability and alignment with business needs. The transformation positioned the social housing provider for ongoing digital and operational improvements, supporting its mission to deliver accessible home ownership opportunities at scale. Key metrics include a 100% increase in responses managed and continued efficiency in managing over 40,000 properties.