Sage CRM Customer Success
Seng Lee maintains a solid core for its business with Sage CRM
Customer Seng Lee Interiors Pte Ltd Industry High pressure laminates for furniture and construction Location Singapore Solution Sage CRM
High Pressure Laminates are an essential raw material in the furniture and building industries. In this dynamic environment, technology is rapidly evolving, and so are the demands of corporate customers. Seng Lee has been supplying high-quality laminates for 35 years and is one of the three largest distributors in Singapore. They also have production facilities for post-forming, providing a value-added service to their building and construction customers. The company had reached a stage where their old paper-based customer record systems were straining to cope and adversely affecting the high standard of service essential to success in the industry. In 2008, the company tackled their crippling information management problems head-on — a major upgrade of their IT systems and the adoption of Sage CRM.
Challenge The customer service team at Seng Lee was getting increasingly frustrated with the paper-based system that was being used. Accessing information quickly was impossible and key information was easily lost or misplaced. Solution After careful evaluation, Seng Lee recognised that Sage CRM would provide the company with everything that it needed from a CRM solution - being able to fulfil the company’s need for a customisable system that would grow with the business.
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Providing the best customer service possible Seng Lee’s previous paper-based records system was a major source of conflict and frustration for the company’s customer service team. It was not possible to access information quickly and key information was easily lost or misplaced. Marketing Executive, Mr Jake Tan, evaluated the company’s CRM requirements and turned to Comptrac Systems Technology Pte Ltd, a leading CRM solutions provider, for the right solution. “In addition to solving our immediate difficulties, it was important for us that the system was customizable and expandable,” Mr Tan explained. “We chose Sage CRM because it provides everything we needed, is easy to use, and will grow with us in the future.”
Results Sage CRM provided an immediate solution to Seng Lee’s record management problems, allowing them to store, manage and analyse their client records and distribute leads. It puts customer information at the sales team’s fingertips. The ability to retrieve vital information and documents quickly and easily has given them the ability to handle customer queries more efficiently and helped build better customer relationships.
Sage CRM Customer Success
“We have processes that took three hours that can now be done in 30 minutes. Naturally this means more time to build better customer relationships and increase sales” Jake Tan, Marketing Executive, Seng Lee Interiors Pte Ltd
Ease of adoption was one of the company’s principal criteria. To facilitate this, Sage CRM was introduced in phases. “At the start it was basic and it didn’t take much training before everyone was comfortable and could see its value. Since then we’ve increased its functions, so more information can now be captured. We’ve also enhanced the automation of workflow processes.” The Sage CRM’s Account and Activity Management function provided an immediate solution to Seng Lee’s record management problems, allowing them to store, manage and analyze their client records and distribute leads. The function puts customer information at the sales team’s fingertips. From the first order to fulfillment and delivery, they are able to retrieve vital information and documents quickly and easily. Being able to call out all transactions and communication history on a single screen immediately eliminated one of the company’s biggest problems with their old system — the ability to handle customer queries efficiently. “We have processes that took three hours that can now be done in 30 minutes,” said Mr Tan. “Naturally this means more time to build better customer relationships and increased sales.” Other key files such as current versions of marketing materials, forms and documents are held in the Sage CRM’s Document Library, allowing access by the entire team to the collateral they require.
Streamlined processes mean greater success Sage CRM’s Time Management feature provides on-screen reminder notifications with filter and sort options. For daily and monthly reports, Sage CRM’s Sales Cycle Management module gives a snapshot of the sales cycle from first contact to final sale. This allows for real-time rolling forecasts and detailed pipeline analysis. Sage CRM provides complete workflow, incident tracking, case management and service status. With detailed information to manage and track sales efforts, the team is now able to effectively manage opportunities and leads, territory issues and account activity, and to coordinate schedules and activities. Partnering Sage into the future With the laminate industry in Singapore and the region looking set to continue its strong growth, Seng Lee is poised for expansion. Plans are underway to integrate mobile access with Sage CRM, allowing the sales team to access it on the road or while travelling, and the company is looking at functions to tighten its integration with other applications like accounts and inventory. The company is also looking at new ways of marketing, such as mass email and mass SMS. When this is initiated, Sage CRM will be used to segment customer groups and deliver targeted messages, schedule campaigns, track response rates and calculate return on investment. “We may also have a need to expand the system regionally in the future,” Mr Tan shared. “Our business, and the industry in general, is growing, so we see developing our CRM as an investment in our future.”
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About Sage CRM Over 15,000 small and medium sized companies across the globe use Sage CRM every day to accelerate sales, drive business productivity and make every customer interaction count. It is used by enterprising, growing companies seeking new ways to interact with customers, leverage the power of social media and take advantage of the latest mobile developments to further grow their business. When combined with Sage ERP, our customers enjoy better business insight, increased efficiencies and productivity, and gain a single, customer-centric view across their entire business. So whether you’re just starting out or have already grown to several hundred employees, Sage CRM can help accelerate your business success. Accelerate your business success with a free 30-day trial at www.sagecrm.com
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