Affairs Group Case Study - Baileys Horse Feeds

We’d known for years that we needed to update our customer database with a more modern, sophisticated contact management and CRM system but, when confronted with the bewildering array of options, our inertia could be forgiven. Indeed, I don’t think we’d have made the step forward that we have, if I hadn’t discovered the expertise of Affairs Group’s Victoria Lewis.

I’d worked with her and Equine Affairs since joining Baileys Horse Feeds nearly 10 years ago and always found her professional, efficient and conscientious in her quest to provide the very best for Baileys’ marketing pound. So I knew I could trust her to find the best solution for us and quite expected it to involve a bespoke developed system which could accommodate our specialist needs.

Having meticulously researched all our options, we were surprised and delighted when Victoria concluded that our requirements would more than adequately be met by cost effective “off the shelf” software with a few tailored adjustments. But she didn’t stop there; Victoria found a consulting company whom she could trust to deliver this, within budget and to a sensible timescale, and remains with us as we embark on the project and make progress.

It’s refreshing to work with someone who has such professional standards yet who empathises with our situation and is also fun to work with. My Board of Directors were all impressed with her honesty and genuine desire to ensure that we get a system that will bring us real benefits and therefore prove true value for money. Our new CRM system is now completed and we have a confidence in the project that we wouldn’t have had, had we not initially sought Victoria’s help and advice.

Jane Buchan, Marketing Manager

"I have been involved with Equine Affairs for over 2 years and find them to be very efficient and helpful. Their promotional expertise is excellent as well as their online management of events and schedules for riders. When amendments to schedules are sent to Equine Affairs they are generally updated on the website within 24 hours, if not before. I always get a reply to say that the amendment has been done or to say when it will be done, which is beneficial for competitors. As people are using the internet more than ever, it is very convenient that BD competitors have access to schedules and venue information 24 hours a day. It is excellent to have a service that British Dressage members can access themselves.Over all I think Equine Affairs does an efficient and professional job, which is a benefit to British Dressage and its members."