Sage CRM success story - Transware

Sage CRM Customer Success

Sage CRM drives missioncritical processes at Transware

Customer Transware Industry Globalisation services Location United States, Ireland Solution Sage CRM

Transware is a full-service provider of integrated globalisation services. The company provides its customers a single-source solution that enables them to extend their brand and knowhow across cultures and markets; ensuring that products, services and messaging are both culturally correct and locally relevant. Sage CRM has played an important role in the company’s success where it was initially implemented to centralise and monitor global sales efforts and has since been extended to support the seamless workflow processes that ensure customer projects are delivered on time and to budget.

Background Established in 1996, Transware Incorporated has grown rapidly to become one of the world’s leading providers of localisation services. With offices located throughout the United States and Ireland, Transware’s services are of critical importance to international companies who are engaged in multi-lingual, global markets. Transware

‘Using Sage CRM our sales representatives working anywhere in the world could record vital client and prospect information onto Sage CRM’s single, comprehensive database.’

Derek Coffey, Transware

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Challenge With sales team located across the world using disparate systems, Transware realised it need to centralise all sales contacts to minimise duplication of sales efforts and to analyse and monitor the sales pipeline.

Solution Providing 24/7 access globally, Sage CRM was implemented with a bespoke designed workflow to ensure that projects are assigned to translators automatically. The Transware HelpDesk and debtor control processes are also driven by Sage CRM.

delivers leading edge, fully localised programs for a wide range of internationally-renowned Global Fortune 1000 clients.

Transware’s integrated localisation services, for example, assist companies in the localisation of their website into multiple, regional variants where the site must be correctly interpreted so that it is relevant to the other regional markets.

It is this transformation from national website to international website is where Transware delivers an enormous amount value for its clients. “Transware excels at providing exceptional localisation skills and services,” Derek Coffey, Transware’s Vice President and Technical Director says. “Those skills can prove to be an effective method that enables international companies to successfully compete globally. As an example, let’s assume that part of a client project is to localise a French website that had originally been created in the United States.

Results Sage CRM’s flexibility has enabled Transware to increase productivity and efficiency enabling them to turn around projects quickly and accurately. By sharing all information on prospect and existing customers it enables the company to serve its clients quicker and more effectively.

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‘All communications taking place between sales personnel and clients or prospects can be recorded and captured within specific customer-centric files.

Our sales efficiencies were improved significantly and management could also determine the value of our sales pipeline at any time.’

Derek Coffey, Transware

“Rather than literally translate that English content to French we go much further, because a literal translation might not convey the true intent of that content. Rather, we will use a local vendor - a French citizen, perhaps, who understands French as well as French culture, and who is capable of intelligently and sensitively interpreting that content. That interpreter will not only localise the written content, but might also recommend images that are culturally aware, and that strongly communicates the web content in a language, and with supporting images, that the French target market will both understand and appreciate.”

Challenge Due to the globally diverse locations of its prospective clients and its sales force, Transware management recognised that the critical data that its sales force was collecting was not being used to maximum effect. Derek Coffey continues: “I came on board in 2000, and quickly realised that client and prospect contact information was not being optimised. At that time, client and prospect information was not shared between sales personnel because it was held on a wide range of disparate databases.

One sales person might be using Lotus Notes while another recorded critical contact data in Excel. We recognised that we needed a centralised database solution that could easily share critical client data among key personnel within our company, and one that would also us to manage our sales activities more effectively. We, therefore, looked at a number of different software options.

We heard about Sage CRM and the fact that it was web-based. This was particularly intriguing because it was one of the only CRM solutions that was truly internet compatible at the time.

Following an analysis, we made the decision to purchase the Sage CRM solution. We also employed Enbu Consulting, a Dublin-based specialist in Sage CRM. In hindsight, our choice has been critical to the subsequent growth of productive processes within the company.”

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Solution Sage CRM is the powerful customer relationship management enterprise solution that delivers robust functionality and flexibility to accommodate the unique ways that a company conducts its business. Sage CRM provides a robust, stabile, and scalable SQL-driven database process that works at the heart of a business.

Most critically, its inherent flexibility allows Sage CRM users to manipulate important customer data in an almost infinite number of ways, and to drive a wide range of critical business processes.

Derek says, “Because this solution is internet driven, that data can be shared with relevant personnel throughout the company, and provides them with 24/7 access. Global operations of our type require this level of instant access not only because of our worldwide market coverage, but also because of time zone differences. We soon recognised that Sage CRM offered us other valuable capabilities as well.”

Project Management Capabilities Working closely with Enbu, the company began to extend their use of Sage CRM. The company began to use the product’s workflow capabilities to manage their localisation projects more efficiently. Derek Coffey says. “Let’s assume that a Transware sales consultant makes contact with a new prospect called Global Inc. Global Inc requires an integrated localisation solution that incorporates website localisation for eight foreign markets; training and educational material adaptation, interpretation, and translation for eight markets; and internal messaging interpretation, translation, and adaptation for eight markets. The Transware sales consultant will record all client contact information and requirements in Sage CRM together with the approximate value of the programme. He will then submit a formal presentation, including price, to the prospect for approval. That presentation and budget will all be recorded within Sage CRM, together with any other communications that he has made to the prospect.

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‘Sage CRM provides an exceptional database platform. That platform can be reconfigured to meet specific vertical market or industry requirements.’

Fran Maggs Enbu

When Global Inc approves the programme, the Transware sales consultant will email the confirmation to the Transware production department.

Global Inc’s communication history, held within Sage CRM, will provide all major production headings - website localisation, educational material localisation, and similar - together with a ‘To Do’ list of line items beneath each category. Using Sage CRM, our production team has access to everything that the sales consultant has. The project is then turned over to our production manager who then assigns it to one or more project managers. The project manager will get in direct contact with the relevant Global Inc manager to establish a strong tie with him or her.

Simultaneously, our project manager will use Sage CRM to create a workflow process to meet the customer contract on time and to schedule. As part of the workflow process, the project manager will calculate the estimated number of hours that we believe will be required to carry out any part of a particular project, or the project in its entirety. The Transware project manager can select from a list of pre-approved linguists who are appropriate to the Japanese market, for example. The project manager selects the interpreter from a drop down menu held within Sage CRM. By clicking on that particular vendor, the vendor is captured within this particular project’s workflow process held on Sage CRM. When that manager is finished working through all aspects of this project’s workflow, he or she clicks on an accept button within the Sage solution. An email is then automatically sent to the chosen vendor, describing the requirement, the start date, the deadline, the budget, and other critical aspects of the assignment.

The vendor can then choose to either accept or reject the assignment. By accepting, an email is automatically sent back to the Transware project manager, notifying him or her of that acceptance. Now hired, the vendor can also view appropriate areas within our Sage CRM solution via passwordprotected access. They can review all

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projects currently assigned to them, note all tasks, deadlines, budgets, and similar. This methodology helps us to manage complex workflow tasks quickly, leading to significant increases in productivity and efficiency.”

Benefits Sage CRM has proven to be a huge benefit to Boomerang Media. Not only is Sage CRM easy-to-use but it provides the company with a 360-degree view across the business and provides each department with instant access to all customer information which is now captured in one place. This has enabled Boomerang to not only communicate more effectively with customers but has also empowered the sales team to sell more with greater efficiency.

Accounts receivable Transware continues to explore the potential of their Sage CRM installation.

Derek Coffey continues: “Sage CRM also helps us to manage a number of other critical operating areas of our business such as our help desk. We also use Sage CRM to help us to manage accounts receivable. Sales consultants have access to a complete record of any outstanding client invoices. As a result, they can prompt client payments during their next visit if an invoice has not been paid. If the client needs a copy invoice, the sales consultant can promptly print a copy from the Sage CRM solution. This capability helps Transware to effectively manage its cashflow.”

Conclusion Derek Coffey concludes: “Sage CRM is operating at the very heart of the company’s operations. Its flexibility has enabled us to increase our productivity and efficiency. This, in turn, allows us to turn around projects quickly and accurately. Because client-centric data is available via internet-enabled SageCRM, that data is shared instantly with almost all Transware employees.

This enables the company to move quickly to serve its clients better. It enables us to market our capabilities to prospects more efficiently. In short, Sage CRM has become the bedrock of our company.”

About Sage CRM Over 14,000 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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Š 2014 Sage Group Plc.

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