Optrua
Optimizing Business Outcomes with a Holistic Approach to CRM

Delivering an exceptional customer experience (CX) is essential for thriving in today's highly competitive and fast-paced business environment. CX encompasses all aspects of a customer's interactions with a brand, including their perceptions, experiences, and emotions. Such interactions can take various forms and occur in multiple locations, and each touchpoint leaves an impression of the brand's value proposition. Therefore, relying solely on technology or traditional "CRM-only" approaches to manage CX may be insufficient.

To build a successful and sustainable customer experience management model, it's crucial to have a deep understanding of customer processes and the ability to translate them into effective practices. Achieving this goal requires the seamless integration of CRM strategies and high levels of employee engagement, which can be challenging. Often, due to the complexity involved, employees may find it difficult to grasp the underlying business drivers.

This is where Optrua, a specialist in business consulting and services, stands out. The company excels at strategically improving clients' business outcomes by prioritizing customer experience and employee engagement. Its team of industry experts goes beyond the technical complexities of implementing technology to plan, design, and deliver the most effective solutions for optimizing clients' CRM systems. Optrua follows a unique approach that diverges from the traditional partner/consulting/implementation models, aiming to assist small to mid-sized businesses to enhance efficiency and streamline operations.

Beyond Technical Solutions: A Customer-Centric Approach to CRM

"We're industry innovators, committed to building, streamlining, and optimizing our customers' CRM environments," says Ryan Redmond, CEO of Optrua. “Our focus on customer experience and employee engagement marks a significant shift in the CRM space.”

Optrua prioritizes CX to help businesses create positive customer experiences at every touchpoint, including interactions with products, services, employees, processes, and systems. By making customers feel valued and heard, businesses can improve customer loyalty, retention, and recommendations.

In addition, a focus on employee engagement leads to better customer experiences, as engaged employees provide personalized and appropriate services, go the extra mile for customers, and take ownership of their issues. This results in increased customer satisfaction and retention while driving better business outcomes.

By continuously improving customer experiences and employee engagement, businesses can differentiate themselves in the marketplace, creating a competitive advantage that leads to increased market share, revenue growth, and long-term success.

Optrua’s holistic approach to CRM prioritizes the needs and experiences of both customers and employees. This approach helps businesses create a culture of customer-centricity that drives success beyond implementing technology solutions. Emphasizing the significance of employee engagement helps clients build a foundation of an engaged and motivated workforce, better equipped to deliver exceptional customer experiences. This approach sets Optrua apart from competitors who overlook the critical role that customer experience and employee engagement play in driving business success.

An integrated approach to CRM: Aligning Culture, Objectives and the Customer Lifecycle

"Successful customer relationship management requires an integrated approach that considers company culture, business objectives, and the entire customer lifecycle," states Ryan Redmond, CEO of Optrua. Committed to improving business outcomes, Optrua takes a comprehensive view of the entire customer experience, designing its services based on a methodology that emphasizes this approach. By using the right combination of industry best practices and agile development methodologies, the Optrua team builds customer-centric systems focused on marketing, sales, customer service, and field service using Microsoft Power Platform and Dynamics CRM. This approach aims to help clients maximize the value of their customer data and interactions while driving employee engagement and technology adoption.

Having this integrated approach at the heart of its operations enables Optrua to help businesses address the challenges facing them in the CRM space. For example, most clients struggle to manage and consolidate customer data from various sources into a single, unified view, preventing them from gaining the necessary visibility into their end customers’ behavior and preferences. Integrating CRM systems with other business-critical systems, including ERP and accounting systems, is critical to achieving the visibility and business outcomes necessary for a successful implementation. The Optrua team works closely with clients to understand their specific needs and goals and develops tailored strategies to address their unique challenges.

Our Focus on Customer Experience and Employee Engagement is a Significant Shift in the CRM Space

Optrua's services are also instrumental in developing actionable roadmaps that align business objectives and technology capabilities, resulting in better business performance. Its ability to implement a customer-centric system with Microsoft Power Platform and Dynamics CRM is ideal for clients looking for lead generation and qualification improvements, sales pipeline management, customer service response times, and field service efficiency. These systems also enable better data management and reporting, improving decision-making and business outcomes. Optrua’s expertise in integrating CRM systems with other business-critical systems – leveraging the latest technologies and best practices, ensure clients have a unified view of customer data.

"For us, customer experience and employee engagement act as a lighthouse or beacon guiding us in our every effort. As a company, we focus on improving customer experience in a way that encourages employee engagement to create a system that adds immense value to clients," says Redmond.

Guiding Clients toward an Ideal Outcome

The team at Optrua boasts extensive experience in the CRM space and understands that many firms investing in CRM software and implementations do not get the results they need or expect.

With a continual improvement mindset and agile development methodology, Optrua has helped numerous clients over the years by delivering ongoing system improvements and optimizations.

One success story involves transforming a mid-sized financial services company's CRM process. The sales team relied on outdated Word templates, leading to inaccuracies and embarrassing copy-and-paste errors. After identifying the client's needs and overall business objectives, the Optrua team streamlined the entire quoting process, ensuring consistency in branding, correct client information, and accurate pricing. The result was a 2.5-month ROI, a more professional and polished process, and a significant reduction in quote turnaround time.

In another instance, Optrua collaborated with a mid-sized equipment manufacturing company to transform its CRM process. The client's equipment sales process was highly configured by the dealer and needed engineering assistance from the manufacturer. The team integrated Dynamics CRM, a Microsoft Power Pages portal, and their legacy ERP system to help their dealer network originate complex quotes quickly and accurately. In a short time, the client significantly reduced their average quote turnaround time from 3.5 days to 2 hours. This not only eliminated unnecessary overhead and response time delays but also strengthened their dealer network, increased quote volume, and improved quote win rates.

”We Offer Quick and Easy Startup, Dedicated Expert Resources, Fixed Monthly Costs, and no Long-Term Contracts, Making it Easier for our Clients to Implement and Adopt New Technologies”

CRM Expertise and Beyond

Ryan Redmond and his team’s extensive experience in business have helped them open the doors to many similar success stories. All of these instances stand as a testament to Optrua’s customercentric approach, Microsoft Power Platform and Dynamics CRM expertise, and commitment to customer satisfaction. Optrua stands behind its work and offers a customer satisfaction guarantee, ensuring that the team always makes it right if there's ever a mistake, reworks development efforts if it doesn't deliver, and credits or discounts work, if needed, to achieve complete customer satisfaction.

“We offer quick and easy startup, dedicated expert resources, fixed monthly costs, and no long-term contracts, making it easier for our clients to implement and adopt new technologies,” says Redmond.

In addition to its expertise in CRM implementations, Optrua offers Solution Optimization Plans to help clients optimize their investments in Microsoft Dynamics. These are best suited for clients who want to make ongoing technology investments without having to hire, train and retain experts in Power Platform or Dynamics CRM. In these cases, Optrua becomes an extension of its clients’ teams, providing dedicated expert resources, quick and easy startup, fixed monthly costs, and no long-term contracts.

Optrua constantly strives to assist small to mid-sized businesses stay competitive in a world where technological innovation is changing faster than ever. It prioritizes staying ahead of the industry trends and incorporating the latest best practices into its methodology. Optrua firmly believes that its holistic approach, combined with a focus on continual improvement and agile/rapid development methodology, gives it the competitive edge in delivering solutions that drive real business value for clients.