Sage CRM Builds Up Legoland

According to CRM vendor Sage Software, officials of Legoland California, a 128-acre interactive children’s theme park, have announced a "threefold increase" in its consignment contract and prepaid sales accounts, growing from 250 to 725 accounts, since implementing a Sage CRM SalesLogix product four years ago.

Legoland attributes its growth to prioritized sales activities that employees identify using customized Sage CRM SalesLogix account management capabilities.

Colin Ross, sales manager for Legoland California, said the software can "generate reports that identify prime targets, enabling our team to be proactive and more efficient in servicing our customers." Such account growth, Ross claims, is "directly related to our use of Sage CRM SalesLogix.”

Legoland California primarily sells theme park admission tickets on consignment, a practice that differentiates the park from its competitors. For example, when a customer such as a hotel or corporation wants to offer its guests or employees discounted tickets to Legoland, it purchases a year-long consignment contract that provides an allotment of tickets and provisions for unused tickets to be returned for credit.

Spinnaker Network Solutions, Inc., a Sage CRM Solutions business partner, customized the Sage system to automate Legoland’s consignment contract sales model, and provided a training program that has achieved 100 percent employee adoption of Sage CRM SalesLogix.

Spinnaker also created a tickets tab for the Sage CRM SalesLogix account detail screen that has further aided Legoland employees’ use of the system.

A couple weeks ago Swiftpage, an e-mail marketing service provider, announced that Swiftpage for ACT! supports the new ACT! by Sage 2007 (9.0) contact and customer management product family. The advantage in this that Sage officials see is that by having the product "fully integrated," Swiftpage for ACT! users "never have to leave ACT! to send e-mail marketing communications."

SwiftPage for ACT! is described as an online e-mail system for marketing and sales. Users can send up to 100,000 e-mails at once (but no spamming, now) and are provided with "detailed and graphical reporting at the contact level, including metrics such as who opened the e-mail, how many times they opened the e-mail, what specific links were clicked, etc.," company officials say.

Earlier in the month Sage announced that PaperHost, a provider of Web-based document management products and services, picked Sage CRM to "support sales employee collaboration."

Jim Coyle, president of PaperHost said the company chose Sage CRM because it "offered us on-demand data access through a Web-based interface," and decided to deploy it on in-house servers "where our technical folks can add additional customizations that are unique to our industry."

ACT! is a registered trademark or trademark of Sage Software SB, Inc.

David Sims is a contributing editor for TMCnet. For more articles please visit David Sims’ columnist page.

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