Sage CRM Customer Success
CISET improves its customer management processes thanks to Sage CRM Customer CISET Industry IT and Telecoms Location Madrid, Spain Solution Sage CRM
Background story CISET is a Madrid-based company with innovation at its core. It was founded in 1999 on the initiative of several professors and students at the Universidad Carlos III de Madrid, and today boasts a team of over 30 highly qualified professionals. The organisation has its own building at the Technological Park in Leganés, where it conducts its sales and development operations. From there CISET serves over 200 organisations. The company operates through three different brands: CISET, which provides support and computerised administration for SMBs, along with computer consulting and project development software; the Reuse Company, which provides semantic analysis solutions for the management of requirements, aimed at major companies in the components industry; and Overti, which offers IT management consulting solutions and services.
‘Sage CRM is a very easy solution to customise, and it is simple to add alerts or specific fields to monitor the new processes deployed at the organisation’ Emiliano Fernández Marín Director CISET
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Challenge The CISET company, which operates through three different brands, wanted to operate a single information system that was capable of adapting to its multi-brand structure and expansion plans for the future.
Today, the company is undergoing significant expansion which, at the national level, is spearheaded by the CISET brand. With a strong presence in Madrid, the brand is extending its reach to other Spanish provinces in an effort to achieve national coverage. The organisation’s primary representative of international growth, meanwhile, is The Reuse Company. This brand, which bases its solutions on its own technology, the product of its intense R&D activity, already has several prominent clients in countries like France and Germany. “Our aim is to gain a strong foothold in the European and North American markets, and to create a network of specialised distributors so that The Reuse Company’s solutions can reach more countries,” explains CISET Director Emiliano Fernández Marín.
Solution Adopting Sage CRM gave CISET the opportunity to carry out an innovative integration of CRM and ERP, allowing CISET to handle the entire administrative cycle on the same platform while affording it a much greater level of unified communications. Results The implementation of Sage CRM facilitated the launching of a new sales process for CISET along with enhancing sales activity and the sales team’s day-to-day work. The centralisation of information has also improved interdepartmental communication and its costs.
Sage CRM Customer Success
‘Now our management team is constantly on top of our sales activity. The dashboards provide trustworthy data on activity in real time, and the tool’s reports allow us to analyse what has happened and verify what opportunities were taken advantage of.’ Emiliano Fernández Marín Director CISET
Establishing a need Highest in priority among CISET’s main needs in the field of customer management, are the optimal handling of business opportunities, their life cycles, and associated sales campaigns. The company needed to cover these functions via a single information system capable of adapting to its multi-brand structure. “Our three divisions operate as different companies, each with its particularities, so we needed certain CRM system work flows and dashboards to be tailored to each brand or sales area,” explained the CISET’s director. “It was very important that our whole management system be based on a single platform, as this would allow us to share information, and permit our salespeople to work,” In 2012, the company also decided to change its CRM solution, acquiring Sage CRM. “Adopting Sage’s own customer management tools gave us the opportunity to carry out an innovative integration of our CRM and ERP. CISET acquired all the Sage CRM modules, in the areas of Sales Management, Marketing and Customer Support. “It was a very quick deployment, which took only one month, because Sage CRM is a very complete tool that covered most of our requirements,” said the organisation’s director. The company required few adaptations: some reports, windows and dashboards had to be customised. All the services relating to the deployment of Sage CRM was carried out by the Sage team, in collaboration with CISET technicians. The organisation devised a phase-based deployment plan. “We were able to quickly have all the CRM’s capabilities up and running, so as to begin to work with them, and soon we addressed its evolution and its adaptations in subsequent phases,” said Emiliano Fernández Marín. “From the beginning, and also due to our own experience in IT, we adopted a decidedly pro-learning attitude, training our own team. This allowed us, after the initial deployment of Sage CRM, to be able to continue to adapt the product to meet our needs in an independent way, minimising its maintenance costs,” said
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the CISET Director. The solution is used daily by ten employees in sales and marketing. Recently the Sage CRM mobility module has been deployed at the organisation, “one more sign of our confidence in this application and its importance for the company,” the CISET’s director said. Key to success Within the area of Sales Management one of the main benefits furnished by Sage CRM, as emphasised by management, has been the enhanced sales activity oversight capabilities. “Now our management team is constantly on top of our sales activity. The dashboards provide trustworthy data on activity in real time,” said the CISET’s director. Thanks to all this the company has attained a substantial level of oversight over the sales area, “without the need for constant meetings with the salespeople, which means major savings, in terms of both time and money,” added Emiliano Fernández Marín. The solution has also facilitated the launching of new sales policies. “Sage CRM is a very easy solution to customise, and it is simple to add alerts or specific fields to monitor the new processes deployed at the organisation,” stated the CISET’s spokesman. Sage’s solution for customised customer management has facilitated the sales team’s day-to-day work. “Our salespeople have their own dashboards, and are aware at all times of the opportunities they currently have, what follow-up work they are to carry out,” explained Emiliano Fernández Marín. In his opinion, Sage CRM forces salespeople to document their work “and thanks to this, the sales information is now available to everybody, including management, which has been a very clear advantage for the whole organisation.” The centralisation of information has also improved interdepartmental communication and costs, “because any salesperson can access a customer’s data, see his file, tasks in progress, etc.,” said Emiliano Fernández Marín.
Sage CRM Customer Success
‘The solution reduces new professionals’ learning curves, because it functions as a guide. Thanks to it, potential errors are reduced to a minimum, and it also promotes compliance with departmental policies’ Emiliano Fernández Marín Director CISET
fields to monitor the new processes deployed at the organisation,” stated the CISET’s spokesman. Sage CRM has facilitated the sales team’s day-to-day work. “Our salespeople have their own dashboards, and are aware at all times of the opportunities they currently have, what follow-up work they are to carry out, etc.,” explained Emiliano Fernández Marín. In his opinion, Sage CRM forces salespeople to document their work “and thanks to this, the sales information is now available to everybody, including management, which has been a very clear advantage for the whole organisation.” The management of a tool like Sage CRM has also facilitated the incorporation of new salespeople. “The solution reduces new professionals’ learning curves, because it functions as a guide. Thanks to it, potential errors are reduced to a minimum, and it also promotes compliance with departmental policies,” remarked the CISET’s director. The centralisation of information has also improved interdepartmental communication and its costs, “because any salesperson can access a customer’s data, see his file, tasks in progress, etc.,” said Emiliano Fernández Marín. The main advantage gained by the organisation with Sage CRM in the marketing area has been its customer segmentation capabilities. “Each of our campaigns features some very particular requirements (geographic, invoicing, etc.) and being able to segment the customers, applying and combining these requirements, has been a real step forward,” said the CISET’s director. At the global level “Sage CRM is a very flexible solution, and one that is very easy to administrate,” said Emiliano Fernández Marín. “This is a very important characteristic for CISET, because we are a dynamic organisation that grows, opens new businesses, etc. and our solution must be able to adapt to this process of corporate change.” Integrate to accumulate Sage CRM is also helping the organisation to improve its own management system. “Our policies and processes are based on standards like ITIL and ISO 20000.
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Thanks to Sage CRM, we can obtain data on our own management, for example, how long we are taking to execute a process, and this allows us to improve our management system,” explained the CISET’s director. The optimal integration between Sage CRM and the Sage Murano ERP has also greatly simplified information intake. “The data introduced into the CRM by the sales team no longer needs to be entered into the ERP again, which eases our workload and prevents errors. The information is transmitted automatically from one solution to another, arriving directly from the CRM to the administrative and accounting area, for invoicing and other processes,” commented Emiliano Fernández Marín. The CISET spokesman expressed great satisfaction with both Sage CRM’s capabilities and Sage’s services. Among the company’s plans for the future, he emphasised the integration of Sage CRM with CISET’s service management tool, based on ITIL. “By integrating the repositories of both platforms we will achieve enhanced communications between the organisation’s technical and sales areas, which will mean a qualitative leap forward in our management,” said Emiliano Fernández Marín.
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