A family-run training business that replaced spreadsheets with a connected CRM platform

White Cross Training delivers professional training courses across the UK and has grown through a strong reputation and hands-on approach.

As the business expanded, key processes relied on spreadsheets, Outlook and several disconnected software subscriptions. Information had to be entered manually between systems, while customer communications were handled individually, creating additional administration as course volumes increased.

The goal was to create a more efficient way of managing enquiries, bookings and course administration without losing the personal service that clients valued.

White Cross Training wanted to reduce manual administration, connect its systems and provide tutors with easier access to the information they needed to deliver courses effectively.

We started by understanding how White Cross Training operated, mapping the learner journey and identifying opportunities to automate routine processes.

A structured product and course framework was introduced, supported by website and e-commerce integrations that connected directly to Zoho CRM. Automated workflows were implemented for pre-course and post-course communications, ensuring learners received timely information without requiring manual intervention.

To support delivery, we also developed a bespoke tutor portal that allows tutors to manage schedules and upload course-related information independently, giving the team greater visibility while reducing administrative effort.

Throughout the project, we worked closely with the business to prioritise what would deliver immediate value while building a roadmap for future improvements.

How We Approached the Build

Discovery and Process Mapping

The project began with a detailed review of how enquiries, bookings and course delivery were managed.

This helped define the information required at each stage of the customer journey and established the foundations for automation and reporting.

CRM Configuration

Zoho CRM was configured around White Cross Training’s course management processes, creating consistent records and a clear structure for managing enquiries, bookings and customer communications.

Integrations and Automation

The website and e-commerce systems were connected to Zoho CRM, reducing manual data entry and improving accuracy.

Automated workflows now handle key communications before and after courses, allowing the team to spend less time on administration and more time supporting customers.

Custom Tutor Portal

A dedicated tutor portal was developed to give tutors direct access to schedules and course information. Tutors can manage their own activities and upload session photographs, reducing the need for back-and-forth administration while improving visibility across the business.

As a family-run business, it was important that the new system felt straightforward and practical from day one.

Training and support focused on helping the team understand how the CRM fitted into their existing processes while making it easier to manage future growth. By introducing improvements in phases, the business was able to start seeing benefits quickly while building confidence in the platform.

The new CRM platform helped White Cross Training streamline administration, reduce software costs and create a more efficient experience for both staff and tutors.

Key Outcomes

• Hours savedHours of administration saved through automated pre-course and post-course communications.
• Money savedLower software costs by replacing separate subscriptions, including Mailchimp and When I Work.
• More reviewsApproximately double the number of Google reviews generated through automated post-course review requests.
• Tutor portalA custom tutor portal enabling tutors to manage schedules and upload course information independently.

“I haven’t looked at my spreadsheets for weeks.”Sam Peacock · White Cross Training

The full interview

The existing interview stays on the page, under this heading, exactly as it is.

Looking Ahead

White Cross Training now has a CRM platform that supports the way the business operates today while providing a foundation for future growth. With automation handling routine administration and connected systems improving visibility, the team can focus more time on delivering training and supporting learners.