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Headlines
  • Moved head office and franchisees away from spreadsheets to a bespoke CRM system
  • Cloud-based, easy to use, secure, multi-lingual, multi-currency
  • Manages half a million customer records
  • Delivers valuable management information reporting for the whole business
  • The system is the backbone of Water Babies, ensuring the franchise business model runs smoothly.

Background

Water Babies is a hugely successful – and increasingly international – franchise business. Each week, in the UK alone, they teach 50,000 little ones to swim.


Humpty dumpty and friends
50,000
little ones learn to swim each week

Objective

Rapid growth meant that data management had become a problem for Water Babies, in their early days: handling huge numbers of customers, enquiries, bookings and payments. All personal details, class information, bank details and payment information was being recorded in Excel spreadsheets – data silos scattered around head office and the franchisees. It was clumsy, insecure, labour-intensive, prone to error, and offered no management overview.

Water Babies needed a secure, bespoke customer relationship management (CRM) solution which drew everything together, handling everything from call-handling to batch repayments and offering fast, meaningful MI.

Water babies office administrator at the computer
“We now have a seamlessly joined-up system which enables a superb brand experience for our customers, especially when they’re dealing with our franchisees.”

Li Howe

Solution

We began by immersing ourselves in Water Babies’ administration, examining the minute details of every business process and its challenges, and how it all related to their customer’s experience. Then we designed a comprehensive bespoke CRM system, which manages these processes and interfaces easily with external systems. We set up reporting to aid better decision-making, and provided for internationalisation before it was even a business objective.

The system we built is secure, cloud- based, multi-lingual and multi-currency. It devolves more administration onto franchisees, and allows head office to monitor and support everyone’s performance, worldwide.


Results

Nemo is now so intrinsic to the day to day running of Water Babies business, that they simply can’t do without it. It provides a consistent, reliable feed for sales and logistics as well as verbal, electronic and print communication. Since we made Nemo scalable, we can add new countries, languages, currencies and franchise networks. The system has saved time, removed error, enabled growth, and delivered an exceptional ROI. We continue to work on Nemo, adding functionality and performance as new technology becomes available.


Testimonial

“Nemo may be 8 years old now, but its effectiveness is a testament to the technical and commercial decisions made by The Other Person from the start. We now have a seamlessly joined-up system which enables a superb brand experience for our customers, especially when they’re dealing with our franchisees.”
Li Howe



Image of Water Babies' booking system 'Nemo'