Donzi Marine

Connecting boat configuration with the ownership experience

For Donzi Marine, we approached the website, boat configurator, CRM and My Donzi owner portal as parts of the same customer journey. The central requirement was to maintain the connection between the boat a customer selected, the opportunity followed by the sales team and the vessel record used after the sale.

The solution brings together product preferences, regional sales routing, opportunity management and owner access to documents and service records.

Carrying the configuration into sales

A configuration created on the website is associated with a lead in the CRM. Configurations are also held in their own list. The region selected by the user is used to route the enquiry to the relevant sales representative; authorised representatives can also work through the configurator.

This gives the first conversation a useful starting point: the model and options the customer has been exploring. A configuration ID provides a shared reference for returning to those choices at later stages.

Separating leads, contacts, accounts and opportunities

An enquiry is not automatically treated as a sales opportunity. The sales team assesses the customer's requirements and interest through follow-up. Appropriate records are converted into contacts and, where relevant, company accounts. An opportunity is created when the conversation calls for a managed sales process.

• A daily working summary of tasks, calls and meetings
• Opportunity stages and stage history
• Associated contacts, notes, activities and attachments
• A connection between the configuration and customer relationship

Creating the identity of the sold boat

When a sale is completed, the selected configuration is linked to a sold-boat record. The model, model year, boat number, Hull Identification Number (HIN) and owner details are associated with that record.

This distinguishes a product model from the particular vessel a customer owns. Model-level manuals and vessel-specific ownership information can be managed at the appropriate level.

Owner-specific information and document access in My Donzi

My Donzi is the web portal through which owners access information about their boat. General and technical specifications sit alongside vessel-specific details such as paint, upholstery and product serial numbers. The document area brings together sales and ownership documents with the relevant model manuals.

The customer and sold-boat records in the CRM provide the information base for the portal. Data gathered before the sale retains its context when it becomes useful during ownership.

Following a service request from both sides

An owner can create a service request through My Donzi. The request is emailed to the relevant regional service manager and added to the CRM as a service record. Owners can review earlier requests and their current status through the portal.

The service team's operational record and the request visible to the owner are connected to the same process. This provides a shared basis for following the issue, the associated vessel and subsequent status changes.

Designing the production and delivery workflow

The project's process design also considered the sales agreement, payment milestones, factory order form, production progress updates and delivery documents. This work defines the information and document connections between commercial approval and the start of ownership.

The production and delivery section forms part of the project’s process design, providing the workflow basis for subsequent development and integration work.

Continuing the relationship during ownership

My Donzi includes access to the existing boat configuration, manuals, links to boutique products and owner privilege information. Sales, service and brand communication are treated as connected parts of the ongoing owner relationship.

Our scope: website design and development, boat configurator, CRM integrations and workflows, My Donzi owner portal, document access, service request management and operational process design.

Discuss the connections between your brand's sales and ownership processes.