Company profile Headquartered in Melbourne, Embleton operates in two main industries; flooring and noise and vibration isolation. They have manufacturing operations in cork, rubber and metal fabrication, and employ 80 people within Australian and across the globe.
Company size 80+
Squirrel Business Solutions supported Embleton to implement Zoho CRM and Analytics in order to better manage ongoing sales performance, automation and access to real time data across the team. A custom integration with their ERP system Ausvantage was developed to sync Accounts and Contacts data and feed Sales Orders and Products through to CRM. Included in the project was Zoho Campaigns and SMS automation for marketing, along with an integrated warranty form to streamline this part of their process.
Zoho CRM, Zoho Campaigns, Zoho Forms, Zoho SalesIQ, Zoho Analytics, Uniware Ausvantage.
To centralise multiple databases, integration with their ERP system and deliver a mobile CRM with intuitive reporting. Embleton lacked an automated tracking system to see what their sales team were achieving across the country and had a complex, multi-system for tracking their warranty process. The sales team needed a system that would give them access to stock levels and pricing across multiple warehouses at any given time or place.
The marketing team wanted to leverage their large database more effectively, be able to send targeted campaigns based on product and communicate via SMS. Reporting was important to monitor the effectiveness of campaigns and plan future initiatives. With a new website ready to go live the customer service team also wanted a web chat tool to interact with online enquiry.
Streamlining the warranty process to omit manual transfer of data and improve tracking and reporting along with being more efficient in the processing of warranties was another key focus.
The work took place in two phases:
Phase 1 – Zoho CRM, Zoho Analytics & Ausvantage integration
Squirrel began by introducing Zoho CRM and developing a 2-way integration with Ausvantage, delivering hourly data feeds giving the sales team access to stock levels and pricing in the field. Having real time access to stock availability and pricing is saving time and producing more efficiency for the sales team. They can access data via Zoho CRM mobile app making working from home or on the road easier.
A key focus was creating reports and dashboards to measure sales pipeline, target vs actual budgets and support account management. “Shannon has been very easy to work with and makes things happen in a quick turnaround” says Chris Cataldo, IT manager and project manager for the Zoho One implementation at Embelton.
The CRM also provided Sales Managers and their teams with transparency over completed, upcoming and outstanding tasks. Given the COVID-19 environment, staff needed access to systems and data whilst working remotely for the first time and managers needed transparency of activity and accountability tracking.
- Real time data between ERP and CRM systems
- Transparency of tasks done per day
- Consistent workflow for following up on leads
- Improved management of pipeline projects for all team members
- More structured way of measuring desired outcomes
- Improved efficiency through automation
- Improved reporting and clearer insight into the value of lead sources
Phase 2 – Zoho Campaigns, SalesIQ & Zoho Forms
Squirrel worked with the marketing team at Embelton to cleanse and migrate multiple databases to CRM and sync with Zoho Campaigns. Email marketing and other segmented product broadcasts are being sent via the system along with SMS campaigns. Zoho SalesIQ is being used for web chat.
Another goal of the project was to streamline the processing of warranty claims. They needed the process to be trackable and able to cross reference their invoicing with the batch of manufacturing, store or installation instantly. The warranty process consists of a public facing form to submit claims, and an internal form used by the team during onsite inspections to gather detailed information including images to produce a warranty report.
Squirrel setup the online public form using Gravity Forms and integrated with the CRM. Via the integration this form looks up product and invoice data from the CRM to ensure the claim is viable. Once the data is submitted there are workflow triggered tasks for the Warranty Manager to action. The inspection form was created using Zoho Forms and guides the user through appropriate questions based on the product/issue using dynamic logic. The data is passed into the CRM and Zoho Analytics to deliver insights which identify where the manufacturing or installation process needs attention. Finally, Embelton had a specific layout and style they required for the report generated which we achieved via custom PDF development.
- Leverage customer database and target communication via email and SMS
- Reduced manual data entry and improved accuracy of data
- Simplified the previous multi-system process into one
- Ability to verify and cross reference the invoice number before moving forward
- Track and trace the completed and outstanding warranties in a measurable manner
- Reduced warranty processing time by up to 30%
“Mark our warranty manager is essentially saving 25-30% of his time using the warranty form custom built, with the head of operations easily able to login and see the open and closed warranty cases.”
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Squirrel Business Hub implements and integrates CRM and other cloud-based systems, and provides training and support, for small and medium-sized businesses all over Australia, including Melbourne, regional Victoria, Tasmania, Sydney and Brisbane, and empowers them to automate their processes and improve their efficiency.