Aston Shaw streamlines client service & boosts morale with CRM

Aston Shaw has overhauled its operations and client service model by replacing its previous reliance on disconnected systems and manual processes with Workbooks CRM.

The accountancy firm, like many in the professional services sector, was facing ongoing challenges involving fragmented software and a dependence on the personal knowledge of individual portfolio managers. This exposed Aston Shaw to the risk of losing critical client information whenever key staff members were unavailable or left the business.

Dan Overton, Director at Aston Shaw, said, "We have had portfolio managers with great knowledge of their clients, but it all lived in their heads. If one of our portfolio managers could not be contacted, we were knowledgeless. We needed a centralised system where everyone could access real-time client data."

Shifting from legacy systems

Aston Shaw, which previously relied on compliance platforms such as CCH and Iris, found that these tools' practice management and CRM capabilities were not sufficient for the organisation's needs. Staff were forced to use workarounds involving spreadsheets and personal notes, leading to inefficiencies and a lack of knowledge continuity within the firm.

Overton described the limitations: "CCH's CRM features were essentially an afterthought. The daily workarounds became unsustainable. We needed a platform that could evolve with us, and we were tired of being promised the world by providers who couldn't deliver."

In the search for a new system, the firm evaluated a range of options, including Salesforce, but ultimately selected Workbooks due to its customisability, ease of use, and partnership-led approach. Overton noted, "The difference with Workbooks was the attitude. Other providers felt rigid; 'what you see is what you get.' With Workbooks, almost every challenge we've raised has been met with, 'Yes, we can do that.' That made all the difference."

Operational and cultural impact

With implementation supported by CRM Insights, Aston Shaw has since used Workbooks to manage a variety of functions, including centralised client communications, onboarding, compliance tracking, workflow and job management, and real-time reporting.

The new system's impact on internal efficiency and employee morale has been significant. According to the company, the unified platform has allowed staff across the organisation to collaborate more effectively, boost confidence in handling client files, and become active participants in ongoing process improvements.

"Anyone can now pick up a file and confidently speak to a client. That just wasn't possible before," said Overton.

Staff have also become more motivated and confident, now regularly suggesting enhancements that Workbooks' platform allows the firm to implement rapidly.

Client knowledge continuity

Workbooks has also helped Aston Shaw mitigate the risks associated with staff departures, ensuring that client information remains available regardless of staff changes. Overton highlighted the benefit:

"The fear is gone now. We're no longer thinking, 'when a colleague decides to move on from Aston Shaw, as of course happens in all businesses, we're in a vulnerable position. Any other colleague can now pick up a client file and know exactly what's going on. That just wasn't possible before."

This improved continuity and clarity has been described as a "safety blanket" for the business, particularly as it navigates ongoing regulatory changes such as Making Tax Digital.

Supporting growth and client retention

While compliance functions remain a priority, the CRM platform's ability to support relationship building and advisory services is seen as a key differentiator for the firm. Overton commented, "Compliance is the bread and butter, but you're going to retain and attract more clients with the additional service pieces: the relationship, the knowledge of their business, and the strategic support. That's where a good CRM will elevate your business. It sets you up nicely for any changes that come down the line."

Reflecting on staff attitudes toward the new system, Overton said, "The only question we get from our users now is: 'We're not getting rid of Workbooks, are we [because we value it so highly]?' That says it all."