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Chambers Foods

Chambers Food: Inbound Dynamics Marketing

Chambers Food Service has been providing shop at home food service to residents of Southern Ontario for over 60 years.  Their unique shop-at-home experience allows families to get top quality Canadian AAA meats and grocery products delivered to their door at an affordable price and with flexible payment options.  Chambers Food Service has been consistently growing for over 60 years and needed to scale up their operations to match the demand. 

The Ask

Chambers Food Service approached Brushfire North with the need to automate their inbound and outbound marketing processes and move from a paper based system of tracking leads to a digital system that can allow leads and customer service requests to be automatically assigned to the appropriate staff members.  Their goal was to increase staff accountability while providing a way to analyze their sales pipeline to further improve the sales and customer service processes. Additionally, their current web properties were dated as they had been created many years ago and were not compliant with current accessibility standards or mobile friendly.

The Approach

Brushfire North coupled a new website design with integration into Microsoft Dynamics to automate the customer relationship management (CRM) process.  This involved a three-part process:

1. Procure and customize MS Dynamics Online
2. Train the staff and implement change management processes to ensure successful transition into a digital solution
3. Build out a new website and inbound marketing systems that integrate directly into Microsoft Dynamics

CFS on a tablet

Working with Rick McCutcheon, a Microsoft Dynamics MVP,  Brushfire North planned and customized Microsoft's Dynamics Online based on the needs of Chambers Food Service.  This included creating custom workflows for the sales and customer service processes, custom forms, views and dashboards. BFN also provided on-site training and documentation to help the staff learn the ins and outs of using Dynamics Online to manage the CRM process.  As a Microsoft volume licensing reseller and Digital Partner of Record (DPOR) for CFS, Brushfire North was able to procure and configure the licenses required for CFS to use Dynamics.

Once the CRM system was implemented Brushfire North went into development mode creating a beautiful new website and three inbound marketing integrations to the CRM system.  From the website a customer can instantiate service request or a lead by using the contact form, or they can use a more robust inbound contact form complete with a pre-qualification survey to create a more qualified lead, or they can visit the Chambers Food Service Facebook website and use a custom Facebook page tab app to receive a special offer from Chambers Food Service.   The website and all associated inbound forms are fully responsive and can be enjoyed on desktops, tablets, or mobile phones.

Brushfire North also leveraged MailChimp to provide a quick and easy way for CFS staff to confirm appointments and communicate with their customers and prospects through branded email campaigns. 

The Outcome

Chambers Food Service website

By integrating directly with Dynamics Online Brushfire North was able to automate inbound lead generation from Chambers Food Service’s most active digital properties – their Facebook page and website.  By doing this we have eliminated the need for manual content entry done by staff on a daily basis and freed up their time.  Now staff simply logs into Dynamics CRM each day and reviews their new opportunities, tasks and cases.  Increasing efficiency and doing away with an antiquated system that Chambers Food Service has out grown years ago.

You can see the new website at http://www.chambersfood.com