1. Microsoft Dynamics CRM
Microsoft Dynamics CRM energizes the European Wind
Energy Association (EWEA) and its members
The European Wind Energy Association (EWEA) acts as the voi-
ce of the wind industry in Europe and worldwide. The associati-
on manages more than 650 members from almost 60 coun-
tries, but also carries out an intense marketing program, inclu-
ding sending out millions of direct (e-)mailings annually and the
organization of several major events, often with the involvement
of external stakeholders. In order to manage its memberships
and marketing activities, EWEA was previously using isolated
systems and applications, resulting in 30 different data sour-
ces. The organization decided to centralize the CRM and associ-
ation management activities on the Microsoft Dynamics CRM
platform, counting on Microsoft Dynamics CRM Gold Partner
Travi@ta to manage the complete analysis and implementation
process. The project showed that a professional approach, with
active involvement from end users, is key to the success of any
CRM project.
2. Overview
Country Belgium
Sector: Members association
The European Wind Energy Association (EWEA) is the
voice of the wind industry, actively promoting the utili-
Profile EWEA zation of wind power in Europe and worldwide. The
The European Wind Energy Association (EWEA) actively promo-
tes the utilization of wind power in Europe and worldwide. The
organization has over 650 members from nearly 60
association has over 650 members and cooperates with indu- countries, including manufacturers with a 90% share
stry and research institutions on several market development of the global wind power market, plus component
research projects, including the organization of major events. suppliers, research institutes, national associations,
contractors, electricity providers and finance and in-
Challenge surance companies. EWEA analyses, formulates and
Over the years, EWEA grew an increasing number of isolated establishes policy positions for the wind industry on
data sources to support marketing and commercial activities,
including prospect and contact management, membership ma-
key issues, cooperating with industry and research
nagement, direct mailings and event support. institutions on a number of market development and
technology research projects.
Solution
After a profound market research, EWEA decided to centralize EWEA also organizes numerous events throughout
all its CRM and association management activities around the the year: conferences, exhibitions, launches, semi-
Microsoft Dynamics CRM platform. CRM Partner Travi@ta took nars and workshops. They contribute to the exchange
the lead over the implementation process, including the confi- of international experience on policy, finance and
guration of the solution for association and event management. technical developments, and showcase the latest
technologies. Another major EWEA event is its confe-
Benefits rence and exhibition dedicated to offshore wind ener-
• Customized solution for association management on Micro- gy, the previous edition of which attracted 4,850 par-
soft Dynamics CRM ticipants and 260 exhibiting companies.
• Efficient pre- and post-event management solution
• End user acceptance thanks to active end user involvement
during implementation phase
Numerous data sources
• Reliability and future integration possibilities of integrated
Microsoft Dynamics CRM platform Managing memberships and marketing activities,
• Professional attitude and partnership spirit of Travi@ta mailings and events in an association like EWEA ine-
• Single data source vitably leads to complex processes, involving an in-
• More efficient and accurate service to members tense collaboration between departments internally
• Measurable and more targeted campaigns and with external stakeholders.
In the past, ICT systems could not support those acti-
vities effectively. The main reason was that EWEA
ended up with about 30 different data sources, ran-
ging from tailor-made database applications and Mi-
crosoft Excel to a standard CRM application.
Simeon Holdship, IT Manager at EWEA: “When I joi-
ned EWEA in September 2009, it immediately beca-
me clear that our existing CRM system, was not doing
www.traviata.be the job and was running behind regarding user friend-
+32 (0)2 721 88 80 liness and system performance. This was causing a
decentralized and scattered platform that lead to
3. miscommunication and errors towards members
which might harm these valuable relationships.”
Search for a new CRM solution
EWEA realized that looking for a brand new centrali-
zed CRM system was the only solution. The associati-
on addressed various CRM solutions, including SAP
CRM, Siebel, Salesforce and Microsoft Dynamics
CRM. It appeared that this last solution offered the
best value for EWEA.
“We were attracted by the familiar look and feel of
Microsoft Dynamics CRM and how user friendly it was
compared to all the other products we evaluated. We
immediately felt confident with our CRM Partner Tra- “The new CRM system was easily accepted
vi@ta to coordinate the analysis and implementation by the end users. This had to do with their in-
who impressed us with their professional attitude. volvement right from the start, and of course
They were also able to answer all our questions wit- with the look and feel of Microsoft Dynamics
hout any problem”, says Simeon Holdship.
CRM, which is very similar to Outlook.”
Structured implementation plan
Simeon Holdship, IT Manager, EWEA
From the start of the analysis phase of the new CRM
system in March 2010, EWEA and Travi@ta decided to Events and mailings
actively involve end users in the project by giving key
users a demonstration of the functionalities of Micro- EWEA annually sends out millions of e-mailings. Effici-
soft Dynamics CRM right from the start. ently managing contact information, prospects and
distribution lists was a primary requirement for the
This user involvement remained during the first phase new CRM system. Being able to analyse reading and
of the project - the business analysis. Travi@ta gathe- click through behavior on e-mails now enables EWEA
red all the requirements from people in the different to initiate more efficient campaigns, and even to ad-
departments at EWEA: administration, finance, sales, just ongoing campaigns.
communications, events, memberships and the policy
department. Based on this input, Travi@ta presented A great deal of attention also went to event manage-
a business analysis document which was again sub- ment, as EWEA organizes numerous conferences, ex-
mitted for feedback by the different departments. hibitions, launches, seminars and workshops each
year. In order to address the specific needs of EWEA,
The next phase was a technical analysis, resulting in a like sponsor engagement and the possibility to assign
document which was also reviewed by the various sta- booths of different sizes, Travi@ta tuned Microsoft
keholders at EWEA. After that, Travi@ta could start Dynamics CRM to these needs. Today, Microsoft Dy-
with the configurations and customizations. Finally, namics CRM has also become a valuable instrument
with the testing phase, the end users were given a for post-event metrics regarding event participation
demonstration of the customized solution by Travi@ta. rates and evaluations.
The new system went live on July 29th 2010, less
than 6 months after the official kick-off of the project. Association management
Two employees from EWEA were trained through the
Travi@ta Academy and then assigned to train the key Another important element in EWEA business needs
users within EWEA. By its own initiative, EWEA conti- was association management.
nues to organize several follow-up internal training
sessions, which are highly appreciated by the employ- Simeon Holdship: “Managing over 650 members me-
ees. ans we needed a user friendly and reliable tool for
managing prospects, but also member contracts and
Simeon Holdship: “The new CRM system was easily annual fees. Travi@ta understood our needs and was
accepted by the end users. This had to do with their able to translate those requirements into Microsoft
involvement right from the start, and of course with Dynamics CRM.”
the look and feel of Microsoft Dynamics CRM, which is
very similar to Microsoft Outlook."
