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Improved CRM made in Eden


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The Eden Project have made headlines for their improvements in CRM and data strategy, featured in the Data IQ Magazine article 'Improved CRM made in Eden'. This comes following recent coverage of the Cornwall attraction, who are hoping they have turned a corner following their worst ever year.

In order to sustain its mission, Eden recognised the importance of putting customers at the heart of its business and achieving excellence in serving them. As part of this, a CRM solution provided by Green 4 is giving Eden advanced CRM, communication and sales capabilities.

BBC News coverage of the Eden Project:

Bosses at Cornwall's Eden Project are hoping they have turned a corner with the attraction back in the black after its worst-ever year.

Eden has told staff its new accounts, soon to be filed to Companies House, showed a trading surplus of just over £2m for the year to the end of March.

That compares with a loss of about £1.4m a year previously.

Visitor numbers have also increased, according to a spokesman for the project.

He said visitors for the first five months were "a couple of percent" higher than a year before, despite poor weather in the early part of 2014 and negative headlines about the Dawlish rail collapse, which cut off trains to Cornwall.

Eden, with its huge dome-shaped greenhouses, opened in 2001. In its first 10 years, it welcomed more than 13 million people.

But 2013 saw only 858,000 visitors - its lowest ever.

There has also been a focus on cost cutting with 68 staff redundancies during 2013/14.

One encouraging sign now is that spend per head by visitors has risen. Plans for the year ahead include a youth hostel on the site.

Finance director David Harland said: "These results show that Eden has turned the corner after a difficult year in which we had to make some very hard decisions.

"We have lost valuable staff in a painful restructure process but by cutting costs across the board we have ensured that the project is now on a very sound footing."

Source: BBC News

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