Sage CRM success story - Wagner Solar

Sage CRM Customer Success

Sage CRM helps Wagner Solar provide more personalised support to its customers Customer Wagner Solar Industry Energy Location Spain & Portugal Solution Sage CRM

“Thanks to Sage CRM, our sales force is much better organised and we can quickly identify the need for further resources for a territory when sales opportunities justify it.”

Julian Lozana Herrera, Head of IT, Wagner Solar

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Wagner Solar, part of the German multinational company Wagner & Co specialises in solar energy and was founded in 2004. The company sells thermal energy and photovoltaic energy products from leading European manufacturers to the Spanish and Portuguese markets.

Background Wagner Solar’s mission is to offer comprehensive solar energy solutions at competitive prices providing the customers with the widest range of products on the market. An increase in investment in R&D and exponential growth in human resources confirm Wagner Solar’s firm commitment to providing not only unbeatable quality for money but expert service in order to satisfy the customer throughout the sales and after-sales processes.

Wagner had been using the same ERP system as its German parent company that was strongly focused on manufacturing and order management.

Challenge Wagner Solar had been using the same ERP system as its German parent company - strongly focused on manufacturing and order management.

With a complex product line and sales process, it needed a CRM solution that would allow it to take a more proactive approach with its customers.

However, since Wagner Solar was operating in a demanding and competitive market, the company quickly realised that it needed a specific tool for sales management, customer support and marketing that would allow it to take a more pro-active approach to promotional activities and provide more personalised support to its customers.

Challenge “We operate in a rapidly growing sector and such growth is usually chaotic,” says Julian Lozano Herrera, Head of IT at Wagner Solar. “Having a solution that would allow us to properly organise our sales department and perfect our contact with the customer was a question of competitiveness.”

With this objective in mind, in February 2008, the company started looking for a comprehensive, advanced CRM solution that could be adapted to its requirements. The selection process lasted until the summer, when Wagner Solar decided on Sage CRM and recruited the services of Aelis as a Solution Sage CRM was chosen as the CRM solution and was customised to help the sales people create quotations, co-ordinate technical support and create more targeted and personalised marketing campaigns.

Results Thanks to Sage CRM, Wagner Solar have a more co-ordinated and automated sales process which also supports the mobile sales staff out on the road. Marketing campaigns are more targeted and personalized and successful as a result. The company now has a 360 degree view of the customer.

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“By centralising all our customer information in one place, we now have a 360 degree view of each customer and can carry out more targeted and personalised marketing campaigns on specific products and services.”

Julian Lozano Herrera, Head of IT, Wagner Solar

value-added partner. One of the main reasons Wagner Solar chose Sage CRM according to Julian Lozano Herrera, was that “the solution offered us a very advanced function for creating quotations, which we lacked at that time, something that other CRM solutions we analysed did not support.”

Another important factor for choosing Sage CRM was Sage CRM’s mobile capacity which could support the sales team who were travelling constantly.

Aelis provided some suitable references from existing customers who were using Sage CRM and Wagner Solar was confident that Sage CRM was the right solution for them.

Installation Wagner Solar started implementing Sage CRM in September 2008. The business partner, Aelis worked with the company to create databases and to perform customisations to tailor Sage CRM with the company’s processes and procedures. Customer management carried out by Wagner Solar is very complex as it deals with a very specialised buyer profile (their customer profile includes installers, construction companies and technical departments of engineering firms, etc.)

The sales team also needs to manage an extensive portfolio of opinion leaders (e.g. technical departments of various institutions) that may influence in the decision to acquire its products.

The company needed an IT solution that would allow it to properly segment and target prospect customers and to optimise management of customerspecific prices, discounts and sales margins with the external sales force.

One crucial point for Wagner Solar was to structure customer information in a way that would help identify and leverage sales opportunities with each customer by using information that was previously scattered across different databases and servers.

Benefits By automating the sales area, Wagner Solar has achieved greater agility in generating and managing quotations.

Given its extensive catalogue of services, company quotations cover from sporadic financial bids to the preparation of full installation projects.

Julian Lozano Herrera explains, “It’s a process that previously involved several people within the company. Now the sales department can carry it out

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independently, meaning that response times and the precision of each quotation have been greatly improved.”

Sage CRM compiles all sales information, customers, quotations and opportunities. This information can be used to automatically compile multiple statistics and reports to support decision-making, thanks to Sage CRM’s business intelligence capabilities.

After-sales managers in Wagner Solar can now carry out exhaustive and customised tracking of each customer, on the services provided and easily update the information.

“Communication between the sales and after-sales areas is much more fluid meaning that we can take advantage of our strengths and rectify any faults detected.” explains Lozano.

The implementation of Sage CRM also coincided with the setting-up of a call-centre in the sales area designed to channel sales and customer information to the relevant departments. Three contact-centre staff manages the calls and channel service requests to all other departments using Sage CRM. The technical support team also uses Sage CRM to manage support for the sales and after-sales departments. “The technical team looks after the most complex services in our catalogue.

Feedback on such services is crucial so that we have the most up-to-date information on our customers at all times.”

With Sage CRM, marketing campaigns and activities are now more pro-active and customized for current and potential customer as the customer information held in Sage CRM is now more reliable and specific enabling them to create more targeted campaigns. “Its information that showed different points of view, which we had scattered throughout the organization,” says the company’s Head of IT. “ The ease-of-use of Sage CRM has been a key success factor in overcoming opposition, even from the most sceptical individuals and made adoption of the solution seamless. “Collaboration between the business partner Aelis and Sage during the whole project has been fluid and agile. Aelis captured our work philosophy well meaning that the solution has been successfully adapted to our needs.”

About Sage CRM Over 14,000 small to mid-sized businesses 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.

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