Lexnet Researches CRM Solution For Guava TechnologiesGuava Technologies develops, manufacturers, and markets unique cellular analysis systems whose small-size and sophisticated features makes them ideal for many applications. Laboratories, universities, and pharmaceutical research firms turn to Guava Technologies for the instruments that allow their scientists to analyze individual cells. The company, headquartered in Hayward, California, employs over 70 individuals locally plus a world-wide outside sales force. Costly ExperimentAs a successful biotechnology company, Guava Technologies understands the value technology brings to business. The company invested in Web based CRM software a few years ago to help them market to prospects, track sales opportunities, and monitor support calls. Kurt Harris, Guava Technologies’ director of North American sales, recalls that the product didn’t live up to his expectations. The company’s mobile sales force was not able to access the software without an Internet connection, the support and service features were lacking. Harris faults the implementation rather than the product and says that the staff was never given the tools or training needed to make the best use of the software. Finding A CureThe decision was made to find another solution and to find a business partner who could help make the project a success. Sage CRM SalesLogix was selected to replace the former system. Insisting on a well-planned implementation that was carried out by skilled professionals, Harris turned to Lexnet Consulting Group of San Francisco. “Lexnet did a very thorough assessment of our needs. They came highly recommended and they obviously know the product well.” Sales Research & DevelopmentThere have been only raves from the sales staff about Sage CRM SalesLogix. Staff can keep detailed notes about their conversations with contacts, and share that information with the rest of the team. Ed Stuever, an inside sales associate at Guava Technologies, uses Sage CRM SalesLogix all day long. The entire sales team appreciates that all the data about their contacts and accounts is available from a single location. “With the old system, I kept a spreadsheet of my scheduled call activity. Now, no more spreadsheets — I can easily schedule and track all of my sales activities,” says Stuever. Getting information out of Sage CRM SalesLogix is as easy as getting it in. Stuever praises the sophisticated reporting capabilities of the software, yet appreciates that he can perform a simple query to get the data he needs quickly without the need to create a complex report.
Harris concurs, “SalesLogix’s forecasting capabilities are impressive,”says Harris, “I can look at our forecasts in several different ways and get meaningful and useful data quickly.” Targeted email marketingcampaigns are simple to accomplish in Sage CRM SalesLogix and Stuever can identify the specific audience he wants to address his message to. “Every field is searchable so I’m able to pick out just immunologists in North Carolina who work for XYZ Company if I need to,” says Stuever. Detailed AnalysisSage CRM SalesLogix Customer Service provides Guava Technologies with powerful tools for tracking and analyzing post sales activities and technical support.
Larry Boyle, Guava Technologies’ technical support manager, is able to look at support tickets by the type of problem, technician responsible, date, priority, or any other attribute. Boyle can instantly determine how many tickets are open, and who they are assigned to, and when they were last updated. “Lexnet spent lots of hands-on time with me, learning how we handle technical support. As a result, we have a system that works very well for us.” By analyzing tickets involving a specific component, a potential manufacturing defect, such as a troublesome circuit board can be identified. Boyle says the company’s overall quality has improved as a result. “We’re now able to track improvements in our production process to see whether new quality control measures we implement are paying off.” Examining the DataLexnet configured Sage CRM SalesLogix so that individual instruments may be tracked in great detail. The service history for each instrument is stored, as are warranty details, sales date, installation date, the customer name, and even individual users and the date they were trained on the instrument’s operation.
This unique use of the CRM software allows Guava Technologies to analyze its equipment “This relational way of looking at our instruments database gives us tremendous insight into the data,” says Harris. Currently Lexnet is configuring Sage CRM SalesLogix to automate service contract renewals, ensuring an instrument is always covered, as well as generating revenue for Guava Technologies. Letters explaining an instrument’s warranty status, with an offer to extend the coverage, will be generated automatically from Sage CRM SalesLogix and sent to customers in advance of the warranty expiration date. Harris prefers that with Sage CRM SalesLogix Guava Technologies hosts the server. “It’s a real advantage in that we can configure it to meet our needs, making actual product level changes. Lexnet’s consultants are experts in the product framework and have been able to tailor the system for us.” Each mobile sales professional carries Sage CRM SalesLogix on their laptop — this offers them easy access whether connected to the Internet or not. “Our reps now have all the information they need with them all the time,” says Harris. The result is a much higher utilization of Sage CRM SalesLogix than with the old software, meaning more useful data makes it into the system. The Results Are InGuava Technologies’ sales and support operations are benefiting handsomely from a professionally and conscientiously implemented CRM solution. “The implementation can make or break the project,” explains Harris, “Lexnet did a fine job of implementing Sage CRM SalesLogix. They did a great job of listening, and then they matched the software to the way we do business.”
|
| < Prev |
|---|
