Brooke
Ensured the successful adoption of Dynamics 365, resulting in streamlined operations, enhanced productivity, and a smooth transition to the new system.
The Background
Brooke is an international charity dedicated to protecting and improving the lives of horses, donkeys and mules.
Founded in 1934, the organisation operates in Africa, Asia, Latin America and the Middle East, working directly with animals and the communities that depend on them. Brooke's mission extends beyond animal welfare to address the broader socio-economic issues that impact working equines and the people who rely on them for their livelihoods.
As a forward-thinking charity, Brooke recognised the need to modernise its operations to better serve its mission. This led to the organisation embarking on its largest transformation project to date: the implementation of Microsoft Dynamics 365 Customer Relationship Management (CRM) system. This initiative was not just about adopting new technology, but about fundamentally reshaping how Brooke operates in the digital age.
Our Approach
To ensure the successful implementation of Dynamics 365 , we helped Brooke take a comprehensive approach to change management, focusing on user adoption, data migration, and stakeholder engagement.
- Developed a structured change management plan to guide the organisation through the transition.
- Conducted a Change Impact Assessment to understand the impact of the new system on various teams and end-to-end processes.
- A Change Plan Risk Log was created to identify and mitigate potential risks associated with the transformation.
- Created a comprehensive stakeholder log to ensure all relevant parties were informed and involved throughout the project.
- An end-to-end process impact analysis was performed across the entire process to ensure a holistic understanding of the changes.
- An engagement plan was defined and delivered, encompassing all aspects of the project to maintain momentum and buy-in.
- Conducted ongoing analysis of the change readiness sentiment to gauge the organisation’s preparedness and address any concerns promptly.
The Outcome
Drove successful change adoption by embedding a user-focused approach to transformation — boosting engagement, building confidence, and ensuring long-term value from Dynamics 365.
Our comprehensive approach to Brooke's digital transformation yielded significant positive outcomes:
- Successful Dynamics 365 implementation: The primary goal of implementing Microsoft Dynamics 365 CRM was achieved, providing Brooke with a modern, integrated system to manage their operations more effectively. With the new CRM system in place, Brooke can now leverage data more effectively to make informed decisions and measure their impact more accurately.
- Increased engagement and change readiness: There was a significant increase in engagement and change readiness across the business, extending beyond just the technology function. Extensive User Acceptance Testing (UAT) significantly increased users' confidence in their ability to use the new system effectively.
- Enhanced internal capabilities: The creation of process training guides for go-live not only supported the initial implementation but also provided valuable resources for future new starters.
- Improved cross-functional collaboration: The transformation process led to improved ways of working across Brooke, increasing collaboration between cross-functional teams.
- Established change management practice: By developing internal change capabilities and creating a community of practice, Brooke is now better equipped to handle future changes and transformations. The transformation process initiated a shift towards a more adaptive and change-ready organisational culture.
- Streamlined operations: The transition to Teams/SharePoint from Alfresco improved document management and collaboration, enhancing operational efficiency.
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