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CRM training improves business productivity and users profit from their member information in a much more effective way



The Australian Information Industry Association (AIIA) is the nation's peak industry body for the technology sector. AIIA sets the strategic direction of the industry, influences public policy and provides members with productivity tools, advisory services and market intelligence to accelerate their business growth.

AIIA's core business is to represent the IT industry in Australia and as a not-for-profit association relies on income from the sale of memberships, events and sponsorship.  A member of the AIIA is an organisation who is either part of the IT industry in Australia or a supplier to the IT industry.


AIIA had deployed Microsoft CRM a couple of years previously.  However, the initial implementation did not really meet the operational needs of the association. The functionality hadn't been fully scoped and integration with the website resulted in significant customer and user dissatisfaction. As AIIA is meant to lead the IT industry they are expected to lead the way with CRM and similar items. However, continuing issues perceived to be CRM problems were causing them considerable embarrassment.


Opsis, through an introduction via earlier this year, was invited to assist AIIA to enable them to get better use from Microsoft CRM. To date, we have conducted a workshop assessing business process and to map it to CRM, trained their users, provided on-call support, and done some minor repairs and hotfix upgrades.

Recently, we ran a few hours of training to show some key AIIA people how to run a personalised campaign from inside CRM and to track the responses. Previously, this was something that they were using an external email marketing application and so were unable to use the responses with their other customer information inside CRM. They are now able to profit from their member information in a much more effective way.

Soon, AIIA will be embarking on a larger project to integrate a new website to Microsoft Dynamics CRM so that their members can interact directly with AIIA and self-serve where appropriate. AIIA's goal is to be able to manage all relevant information via the website interface that will be passed directly through to CRM which will then respond automatically. Finally delivering the full benefits that Microsoft CRM can provide. Opsis is proudly an AIIA Digital Partner and joins other leading technology firms to redevelop a new online future for the association and industry.


"Opsis has helped us to better understand campaigns and the sales process in CRM and we can now see where productivity can be improved across the business. The training and support we so desperately needed have been great for my team who have really appreciated Gill's advice as have I."

Kelly Hutchinson
General Manager, Corporate Relations and Program - AIIA

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Opsis is an expert Microsoft Dynamics 365 consulting company. Our focus is your Microsoft Dynamics 365 success - not licence sales or billable hours. As Principal Consultant, Gill oversees all business operations and strategic planning and execution, yet she still believes in offering personal attention to each and every client, so as to understand their needs and offer tailored solutions.  We are based in Sydney, with clients in Sydney, Canberra, Melbourne, Brisbane and across Australia.  We offer Microsoft Dynamics 365 strategy, Microsoft Dynamics 365 scoping, Microsoft Dynamics 365 implementation, Microsoft Dynamics 365 technical support, Microsoft Dynamics 365 advice and guidance, Microsoft Dynamics 365 training and mentoring.