Canadian Association of Broadcasters Connects with Contacts More Effectively Using Microsoft Dynamics CRM

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Canadian Association of Broadcasters Connects with Contacts More Effectively Using Microsoft Dynamics CRM

See how The Canadian Association of Broadcasters was able to more efficiently and effectively support the members at large.

The Situation:

The Canadian Association of Broadcasters (CAB) is the national voice of Canada’s private broadcasters, representing the vast majority of Canadian programming services, including private radio and television stations, networks, specialty, pay and pay-per-view services.

CAB was using a FileMaker Pro database on a physical desktop machine to manage contact information for its members and stakeholders. The organization was always challenged to perform upgrades of the software because of customizations that had been made within the system during the original implementation, and since it was housed on a very old server. In addition, some functionality was missing as there was no integration between the database and the Outlook email system nor reporting capabilities.

In 2010, the mandate of the CAB was reduced significantly, and its staff was consequently reduced to three people that were hired on contract, requiring the team to do more with less.

The Solution:

By 2014, the VP of Finance and Administration, who was also the CFO, Sylvie Bissonette, made the conscious decision not to upgrade the FileMaker Pro system any further. A third-party IT provider had been contracted to move CAB to a cloud environment, and their FileMaker Pro application was not easily accessible over the cloud. The virtual CIO looked into options that would meet the needs of the organization, several options were considered including Microsoft Dynamics CRM…continue reading

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“Once again, I have enjoyed working with the team at CRGroup. They are very knowledgeable and go above and beyond to ensure the customer is happy at the end of the day.”

-Sylvie Bissonnette, CFO Canadian Association of Broadcasters

Learn more:

If you would like to learn more about how CRGroup can help you achieve success with your sales, marketing, and customer relations efforts, please contact us 1.800.576.6215 or visit:

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