The Motor Trade Association (MTA) represents more than 4,000 automotive industry professionals in New Zealand. The ‘MTA assured’ brand provides members and customers assurance that they are dealing with the best-of-thebest by providing information about members’ automotive products and services, and supporting automotive industry professionals nationwide.

1. case study Professional Services
MTA gives its CRM
system a good tune up
MTA Assured
Dedicated to
better motoring
THE SITUATION To ensure that we know each member
We now have real The Motor Trade Association (MTA) and their customer well we want to
represents more than 4,000 automotive provide a personalised communication
time information approach that suits them and ensures
industry professionals in New Zealand.
across every facet of The ‘MTA assured’ brand provides communication levels are at their best.”
the business and a members and customers assurance that
THE PAIN
CRM system that our they are dealing with the best-of-the-
best by providing information about MTA needed a transparent view of both
team are confident in. members’ automotive products and the ‘MTA assured’ members and other
Staff can now easily services, and supporting automotive MTA stakeholders to ensure a full
slice and dice data industry professionals nationwide. understanding of everyone’s needs.
“We needed a single view of our
from within a single According to MTA’s Chief Financial
members and stakeholders and all our
knowledge portal. Officer, Kaetrin Stephenson,
interactions with them,” says Kaetrin.
“Our members are not typically sitting
at a desk; they’re working in their “Information about our members and
KAETRIN STEPHENSON
MTA businesses. We have a wide spectrum our stakeholders was [previously] held
of industry professionals, including in myriad databases and in the heads
vehicle dealers, repairers and fuel of staff – capturing this in one place
retailers. We communicate with our was top of mind. We needed a
members and their customers via knowledge portal that gave us
phone, electronic communications, one version of the truth.”
print material and face-to-face contact.

2. Intergen got their engines started All need to produce reports and analyse
and embarked on the ERIC (Every data differently. According to Kaetrin, The Business Case
Relationship Is Captured) project with “Our old system didn’t allow us to easily
MTA needed a user-friendly CRM
MTA. Intergen’s Senior Project Manager, customise our own views. Reporting and system that communicated with all
Katherine Debney, recalls, “MTA’s old analysis was done manually, using many facets of the business and provided
CRM system was difficult to use. disparate spreadsheets, and the time organisation-wide reporting and
It didn’t talk well with their other and effort to generate a report became analysis capabilities.
systems, including their Microsoft more difficult than necessary.”
Dynamics AX financial system, The Business Value
website and event management the GAIN
»» One complete knowledge portal
system. And any reporting and “Microsoft Dynamics CRM 2011 has
analysis was difficult to extract.” »» A CRM system that communicated
been adopted extremely well. Staff are
with all facets of the business
Confirms Kaetrin, “Our previous CRM now collaborating with each other to
see what can be done to make their »» Eliminated duplicated effort
[system] was difficult to use; it had a
jobs easier. All staff can now create and resource
scary look and feel and details were
too complex. Staff lost interest and and customise their own columns and »» Provided real-time information
confidence and usability was minimal. views that suit their needs, removing »» Reporting and analysis capabilities
We needed a system that was user the lengthy process of generating
friendly, as well as one that could talk spreadsheets. It allows us to see the The Engine Room
with our other key systems, including bigger picture,” says Kaetrin. »» Microsoft Dynamics CRM 2011
Microsoft Outlook, our website and MTA now has a powerful, user-friendly
event management system.”
system to drive their ERIC (Every
When it came to updating their CRM Relationship Is Captured) strategy.
solution, MTA needed a system that all As Kaetrin says, “We now have the
staff could update easily, in real time, capability for real time information
no matter where they were, resulting across every facet of the business
in reduced duplication of effort and and a CRM system that our team are
resource. “If a member of the public confident in. Microsoft Dynamics CRM
calls our mediation line to register an has the flexibility to be used offline,
issue, and John our business manager anytime, which allows our business
visits the same member, having the managers to use it on the road when
mediation line case recorded in CRM visiting members. Staff can now easily
in real time is essential,” says Kaetrin. slice and dice data from within a
Everyone at MTA needs to use CRM, single knowledge portal. We now
from the member benefits team, advocacy, see opportunities ahead to extend
mediation, event management, marketing our use of ERIC for our other external
and communications teams to the stakeholders, such as suppliers,
finance and corporate team supporting business partners, sponsors and With more than 300 Intergen
our Committees. industry related bodies.” staff working across organisations
of all sizes and types, our
offerings include portals, content
and collaboration solutions,
Microsoft Dynamics financial
and relationship management,
custom software development,
management consulting and
hosting services.
AUCKLAND CHRISTCHURCH DUNEDIN PERTH REDMOND SYDNEY WELLINGTON