From Excel List to Streamlined Customer Journey

NONONS is a training institute with a clear mission: to empower people in their work and teach them to take control of their own lives. And they do this successfully. From open training sessions to customized programs and coaching, the offerings are continuously expanding. The success has led to significant growth in both demand and revenue. With that growth came the need for more overview and structure.

Time for a system that grows with us

Astrid Vis, responsible for finance and IT at NONONS, reflects: "For our training sessions, we used a combination of different systems and files. Registrations via the website came in by email, after which we processed and followed up on data manually. This worked fine when we were small, but as we grew, we noticed that this method became less efficient and less clear."

The challenge was greater due to the different customer journeys at NONONS. In addition to individual open training sessions, there are also B2B customized programs, which focus on sales opportunities, quotes, and order confirmations. Additionally, there are coaching programs where participants and coaches set their own appointments. "Each process had its own dynamics, but we wanted to bring everything into one system," says Astrid. "That's why we decided to look for a CRM solution."

Why Axelio?

The process began with a thorough exploration of the wishes and processes within NONONS. Together with an external project leader, a mood board was created to map out the ideal customer journey and work processes. "The mood board made everything visual and helped us sharpen our ambitions," says Astrid. "From there, we could design a suitable solution together with Axelio." The choice for Axelio as a CRM partner was made quickly. "It felt right immediately," says Astrid. "We recognized the same values that we find important: no fuss, direct, and especially practical. Moreover, they had experience with processes like ours, which gave us confidence."

Three processes, one system

Axelio developed a solution focused on the three core processes of NONONS: open training sessions, B2B customized programs, and coaching programs. Central to this is Microsoft Dynamics as the platform for course management, making these processes now more organized and efficient. Previously, participants could only register for open training sessions through a cumbersome process. Now, registrations come directly through the website into Dynamics. The system automatically generates a confirmation and invoice, saving a lot of manual work. "That saves us an incredible amount of time," says Astrid.

For the B2B customized programs, which are often complex due to quotes, order confirmations, and variable pricing structures, a clear structure was established. From the first sales opportunity to the final order, everything is now registered via Dynamics. "We can document every contact moment and every step in the process, which provides more control and consistency," says Astrid. The coaching programs required a different approach. Here, coaches and participants handle much themselves. Dynamics ensures that requests and proposals are registered while coaches coordinate their appointments and sessions themselves. "We monitor the progress and ensure that invoicing occurs automatically on the start date," explains Astrid.

More control, insight, and structure

In addition to process optimization, Dynamics also provides other valuable insights for NONONS. The system not only tracks leads and registrations but also links them to conversion rates. "We can now see exactly where our leads come from, for example, through a brochure request or an introductory conversation. This allows us to target what works," explains Astrid. The financial administration has also improved. NONONS works with two different companies – one for VAT-exempt open training sessions and one for VAT-liable B2B programs. Dynamics combines these administrations, so all customer information is available in one place. "Now we have everything organized in one place. This not only gives us more insight but also enables us to provide our customers and participants with even better service."

Learning by doing

During the implementation, new questions and challenges arose. "You can't anticipate everything in advance, especially not the exceptions in processes. Therefore, we have a close collaboration where we create a roadmap together. We determine what is important and tackle it step by step," says Astrid. "Additionally, there are of course small questions or things that suddenly come up. Fortunately, we have a ticketing system from Axelio. If I encounter something, I report it through the system and get a quick response. If I have an idea or wish? Then it is first tested, and if it works, we go live with it. The ticketing system helps me keep everything organized."

Flexibility for the future

Although the implementation of Dynamics was intensive, it prepares NONONS for further growth. "We now notice how much more efficiently we work and how much more control we have over our processes. And the best part is: we are far from done," says Astrid. The next steps include linking an LMS (Learning Management System), a scheduling system, and more advanced marketing tools, such as a Customer Data Platform and linking Google Ads campaigns to CRM data. "With Dynamics and Axelio, we have a future-proof system that grows with us."