Sage CRM success story - IONA

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Sage CRM Customer Success

International IT Company IONA deploys Sage CRM MME and becomes more efficient Customer IONA Industry IT Location Ireland Solution Sage CRM

IONA is an international company, headquartered in Dublin that provides IT integration products and services to a number of Global 2000 clients. The company was formed in 1994 and now boasts 4,500 clients worldwide, including airline maker Boeing and mobile phone giant Nokia. The challenge Given IONA’s high-profile customer base, it could not afford to have an ineffectual customer relationship management (CRM) system. However IONA found that its employees were working on internal sales systems that they found slow and difficult to use, and a lack of integration between systems meant that data was often inaccurate and out of date. The CRM system that IONA was using until March 2002 had a number of limitations, the main problem being its lack of automation capabilities. Another

Challenge Internal sales systems were slow and difficult to use, and a lack of integration between systems at IONA meant that data was often inaccurate and out of date. A lack of automation capabilities and integration was found between the CRM systems used in the US, Asia and Europe and its SAP system. As a result, there were data entry problems and errors.

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was the lack of integration between the CRM systems IONA used in the US, Asia and Europe and its SAP system. As a result, there were data entry problems and errors. To complicate matters further, IONA’s sales staff used the Miller Heiman Strategic Selling process – a specific type of sales training that requires part of the sales reporting to be completed on spreadsheets. Because of this approach, any reporting that was carried out in accordance with the process was generated outside the company’s existing CRM system. The solution IONA considered CRM applications from Siebel, Salesforce.com and Pivotal before deciding on Sage CRM. “Sage CRM was deemed to be the product of choice by the sales user community,” says Ó Foghlú. “But there were also a number of other reasons for selecting this product.”

Solution Sage CRM was implemented to provide IONA with visibility on its customers activities and helped strengthen relations with their customers. Results Sage CRM provides IONA an enhanced view of its business and enables it to track the response rates of sales and marketing campaigns.


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