Using Dynamics CRM for Labor Relations Management

We recently helped Crowley Maritime launch a new Dynamics CRM application for its labor relations department.  This was a nontraditional CRM scenario, as the labor relations department does not contain sales, marketing, or customer service processes.  However, Crowley’s needs were well suited to CRM, as these needs included a) an organized, shared information store, b) the ability to manage and record results of a structured business process, and c) the ability to easily record interactions such as meetings, emails, and phone calls.

Crowley is a 121 year old maritime company that offers shipping, logistics, ocean towing, naval architecture, and other services in major ports around the world.  The labor relations group is responsible for maintaining relationships with the many unions representing Crowley’s employees.  This group negotiates collective bargaining agreements on Crowley’s behalf, ensures that Crowley abides by these agreements, and manages the resolution of grievances filed by Crowley employees with their respective unions.

Crowley’s new Dynamics CRM solution, which replaced a largely manual and paper-based approach, includes the following elements:

  • A data model customized for labor relations, including the following entities and the relationships between them: employees, unions, union locals, collective bargaining agreements, agreement clauses, operating locations, and assignments (e.g. grievances).
  • Integration with Crowley’s PeopleSoft HR application, placing the most recent personal information for each employee within Dynamics CRM.
  • Integration with Crowley’s NS5 application, making an employees’ assignment history (e.g. vessel name, dates of service, positions held) available within Dynamics CRM.

With Dynamics CRM, the Crowley team now has a solution designed to provide key labor relations information management benefits, including:

  • A centralized database that includes all of the key information needed by the labor relations team in a single application.
  • Ability to manage key departmental processes (such as grievance resolution) in a structured and consistent manner.
  • A historical record of interactions, via tracked emails, concerning all of the departments’ activities.
  • A tool that helps provide the information needed for future union negotiations.

If your organization includes a union workforce, how does your labor relations team manage their work?  Could they increase their productivity and efficiency by employing a CRM-based solution in their department?

Interested in learning more about using CRM solutions for labor relations? Leave your questions below, or contact us at 

Phone: 312-602-4000
222 W. Adams
Chicago, IL 60606
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