Pivotal CRM Case Study - Sage products

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					Sage Products
Bottom Line: Know Your Customer




    Customer Details
    Sage Products
    • Leading global developer and manufacturer of medical devices for healthcare providers.
      www.sageproducts.com

    Industry
    • Medical Devices

    Challenges
    • Company experienced tremendous growth and keeping track of contacts was a challenge
    • Solution needed to provide the same consistent view of customer base for all employees

    Benefits
    • Sales reps can manage a greater number of accounts more efficiently
    • Improved communication throughout the company
    • Customer information is consistant and available at all times

    Solution
    CDC Pivotal CRM




CDC Software | The Customer-Driven Company™                                             CRM Case Study | 1
              Illinois-based Sage Products, a 28-year-old leading        to each customer. “Before Pivotal CRM’s solution,
              global developer and manufacturer of medical devices       we were like an eight-cylinder car that was operating
              to healthcare providers, is facing a fast-changing         on only two cylinders,” he says. “When we jumped
              market. The global healthcare industry is evolving         into Pivotal CRM’s solution, there was an immediate
              and diversifying dramatically, compelling Sage to          impact and we became more effective.”
              change with it.
                                                                         A major challenge
              Part of that change has included a tremendous
              growth in the number of healthcare outlets across          Kale says that given the many major changes that
              the nation. From clinics to hospitals to community         have taken place in the healthcare industry over the
              care facilities, Sage needs to support them all with its   past decade, it was important to develop a solution
                                                medical devices. The     that could keep pace with the sheer growth in the
                                                                         number of customers Sage has been gaining.
With Pivotal CRM,                               changing industry
                                                has resulted in a        “The sales reps used to handle 100 key accounts,
we are able to                                  huge growth in           which they could keep in their heads—now they
keep pace with                                  Sage’s customer
                                                base, so that they
                                                                         are handling a lot more smaller accounts,” explains
                                                                         Bill Howes, Director of Supply Chain Management.
the changes in                                  are now servicing        “With Pivotal CRM, we are able to keep pace with
the industry.                                   more than 150,000
                                                customers in the
                                                                         the changes in the industry. Our customer database
                                                                         in the last five years has probably tripled. Of the
Our customer                                    healthcare arena.        business that came from those 5,000 hospitals a few
database in the last                            Keeping track of         years ago, much more is moving to the other 150,000
                                                                         accounts we have. And we needed to keep track of all
five years has                                  contact with all of
                                                those customers          information and demographics on all those customers.
probably tripled.                               in a consistent          Now we use Pivotal CRM to help us manage all

Bill Howes, Director of Supply                  fashion has proven       this and each sales person can take care of several
Chain Management, Sage Products                 a challenge for          thousand accounts.”
                                                the company. As          Kale observes that the first task for Sage was to build
              a result, Sage decided to implement a customer             a coherent and consistent database of customer
              relationship management solution to assist in tracking     information, which had to be pulled together from a
              all aspects of its interactions with customers.            variety of existing databases within the company, to
              Pivotal CRM’s solution has unified the sales force         include strategic partners as well as new sales leads.
              and allowed everyone in the business unit to have          Pivotal CRM’s system allowed Sage to combine this
              a consistent view of the customer base. Up-to-date         information into one central database. “We had a lot
              information has allowed the management staff to            of accounts and account information from our own
              have real-time data on all active sales opportunities,     databases that we imported into Pivotal CRM and
              effectively flattening the communications hierarchy in     now we have a fully integrated system with all this
              the department.                                            information in one place for the first time.”
              According to Bill Kale, Director of IS at Sage,
              choosing Pivotal CRM to meet its needs has
                                                                         Goals and returns on investment
              dramatically improved company-wide communication           Howes explains that the goal of their implementation
              about customers. It has allowed sales staff to handle      is to enable a diverse sales force (which consists of
              a greater number of customers and has increased            close to 100 people in the field and 50 people inside
              the amount of time that sales staff can spend talking      company headquarters) to effectively communicate,




              CDC Software | The Customer-Driven Company™                                                   CRM Case Study | 2
share info and present a cohesive face to the                           their Pivotal CRM system and either fit more sales
company’s 150,000 customers. Sage’s sales force                         calls into a day or spend more time with its customers
needs access to the same data and must know                             on those calls.
exactly what is going on with each of their customers.
                                                                        In short, the solution has allowed Sage Products
Although Kale suggests there are still many more                        to develop a team of more informed sales reps
benefits that his company expects to realize from                       and employees who have current and consistent
implementing Pivotal CRM, he says that Sage has                         information at all times.
already enjoyed considerable improvements to
customer service and customer retention. He adds                        Return on investment
that there have been unexpected benefits, such as
                                                                        • Increased sales effectiveness by consolidating
the ability to keep product literature in the system
                                                                          lead and customer information
in Adobe Acrobat format and automate how that
                                                                        • Improved customer communication throughout
literature is distributed to customers.
                                                                          the organization
Another unexpected benefit was the ability to get
                                                                        • Enhanced forecasting
salespeople up and running with Pivotal CRM’s
solution very quickly. “It has been a very simple                       • Reduced redundancy in workflow, allowing their

system to pick up and from my experience on other                         sales force to handle more accounts and manage
packages, this is a very simple package for a rep to                      key accounts better
navigate through once they know how to use it,” says
Kale. “The retention of learning is better because most
packages are linear whereas Pivotal CRM allows you
to jump laterally around the package.”

A huge benefit has been the ability to cut down on the
amount of pre-call research that sales people need
to make before they call a customer. Kale says that
sales staff can now quickly get a detailed history of
each customer’s interactions with Sage Products from




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CDC Software | The Customer-Driven Company™                                                                    CRM Case Study | 3

				
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Description: "Illinois-based Sage Products, a 28-year-old leading global developer and manufacturer of medical devices to healthcare providers, is facing a fast-changing market. Sage decided to implement a customer relationship management solution to assist in tracking all aspects of its interactions with customers. Pivotal CRM’s solution has unified the sales force and allowed everyone in the business unit to have a consistent view of the customer base. Up-to-date information has allowed the management staff to have real-time data on all active sales opportunities, effectively flattening the communications hierarchy in the department."