Transforming training operations with cloud-based CRM and automations

Overview

In the competitive world of e-learning and international training delivery, operational efficiency, data clarity, and scalable processes are critical. This case study outlines how SME Software Help worked with a leading online training organisation to modernise its operations by migrating away from spreadsheets and a legacy custom CRM.

The result was a cloud-based CRM configured with bespoke fields, tags, and processes that reflected how the organisation actually delivers training.

Background: challenges with legacy systems

The client delivers professional training programmes across Europe, including auditor training, standards compliance, and regulatory skills development. Delivery spans virtual classrooms, e-learning modules, and other formats.

Legacy systems consisted of fragmented spreadsheets and an outdated custom CRM. This limited visibility into learner status, made reporting difficult, and created friction when planning and delivering frequent training events.

Solution: deploying Capsule CRM with customisation

Capsule CRM was selected as the foundation of the new system due to its flexibility, usability, and suitability for small to medium-sized organisations. The platform was configured to reflect the organisation’s training lifecycle rather than forcing generic sales processes.

Custom fields and tags

Bespoke fields and tags were created to capture training-specific data, including learner status, region, course type, and detailed course information. These structured fields replaced unmanageable spreadsheet columns and enabled fast filtering and reporting within the CRM.

Sales pipeline for training opportunities

Capsule’s sales pipeline feature was adapted to reflect the learner acquisition journey. Stages such as enquiry, qualification, quotation, and follow-up provided clear visibility of candidate progression and supported more consistent follow-up and forecasting.

Projects for event planning

Training events and course launches were managed using Capsule Project Boards. This allowed teams to plan, assign tasks, and track milestones for each event in a single, shared workspace.

Process improvements

With the CRM fully configured, the organisation saw immediate improvements in day-to-day operations. Data became consistent across learner records, reporting by region and course type improved, and teams benefited from shared visibility of pipelines and projects.

New staff could be onboarded more quickly, as structured CRM processes replaced informal spreadsheet workflows.

Outcomes

Key takeaways for training and e-learning businesses

Structured CRM data provides a single source of truth for learners and leads. Custom fields and tags allow internal processes to be mapped directly into the CRM, while pipelines and project tools extend value beyond basic contact management.

Investing time in configuring a CRM properly delivers long-term gains in reporting accuracy, efficiency, and scalability.

How similar results can be achieved on other platforms

Comparable outcomes can be delivered using other CRM and marketing automation platforms, provided they are configured with the same discipline around structured data and processes. Platform selection should be guided by business size, process complexity, and automation requirements.