How Accountancy firm Aston Shaw supported its growth with CRM

• Accountancy firm Aston Shaw overcomes a reliance on siloed software and spreadsheets, which previously risked losing critical client knowledge.
• Workbooks’ adaptable platform and collaborative approach help a change-averse industry embrace a better way of working.
• Staff feel “more motivated and confident,” actively suggesting improvements and feeling a part of the solution.

Workbooks, a leading CRM solution provider, is helping professional services firms like Aston Shaw revolutionize their operations and client service model. By replacing a patchwork of disconnected systems, spreadsheets, and manual processes with a single, flexible platform, Workbooks enables firms to streamline workflows, boost team engagement, and future-proof their entire business.

This transformation often begins with a familiar pain point: an over-reliance on individual knowledge. “We have had portfolio managers with great knowledge of their clients, but it all lived in their heads,” said Dan Overton, Director at Aston Shaw. “If one of our portfolio managers could not be contacted, we were knowledgeless. We needed a centralized system where everyone could access real-time client data.”

Like many professional services firms, Aston Shaw had long relied on compliance platforms such as CCH and Iris. While these tools handled tax returns and accounts production, their CRM and practice management capabilities were rudimentary at best. Day-to-day operations were heavily dependent on spreadsheets, personal notes, and siloed data.

Overton explains:

“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.”

Aston Shaw began searching for a modern CRM platform that could consolidate operations, support future growth, and evolve with their business. After exploring alternatives including Salesforce, Aston Shaw selected Workbooks for its ease of use, customizability, and commitment to collaborative development.

“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.”

Implemented with support from solution partner CRM Insights, Workbooks now powers a wide range of business processes at Aston Shaw, including centralized client communications, onboarding and compliance tracking, workflow and job management and real-time reporting.

The platform has delivered measurable improvements in internal efficiency while also fostering a deeper culture of collaboration and innovation. Team members across departments are now more motivated and confident using the system and actively suggesting new ideas for improvements, which Workbooks’ flexible platform allows them to implement.

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

Beyond productivity gains, Workbooks has played a crucial role in de-risking the business by capturing and centralizing client knowledge. What was once stored in spreadsheets, or in people’s heads, is now securely documented and accessible to the entire team.

“The fear is gone now,” said Dan Overton, Director at Aston Shaw. “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 transparency and continuity are particularly important as the firm navigates leadership transitions and adapts to new regulatory landscapes like Making Tax Digital (MTD), providing a crucial “safety blanket” against change.

Overton is quick to point out that while compliance remains critical, true differentiation for accountancy firms lies in client relationships and advisory services.

“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.”

Overton concluded that the firm’s positive experience compared with other tools Aston Shaw has used is a powerful testament to the solution. “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.”