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Sage CRM Customer Success

Sage CRM transforms the Fuji Xerox sales process

Customer Fuji Xerox, Thailand Industry Business printing and document management Location Bangkok, Thailand Solution Sage CRM

Fuji Xerox is a world-leading provider of business and document services and solutions. As well as manufacturing hardware that ranges from multifunction devices to standalone printers, copiers and scanners, it also offers organisations the option of managed print services. An extensive range of back-office supplies includes paper and peripherals as well as software and workflow tools that are driving a new wave of digital printing. The company has been in Thailand since 1967 where it has built a thriving business, serving the needs of enterprise and public sector customers as well as small-to-medium sized companies. Today, it employs over 900 people in 23 sites across the country. The headquarters are in Bangkok.

“We have sharpened our sales cycle with improved workflow so that we can respond to the customer much quicker.� Chakri Wicharn, Information Manager, Fuji Xerox, Thailand.

Challenge Keeping track of customer engagements with Microsoft Excel and paper-based processes was inefficient, creating silos of inaccurate and out-ofdate information that was little use to the business in an increasingly competitive market.

The business challenge A period of sustained growth saw the business employ more people and increase its depth and range of services. At the same time, the multinational business wanted its regional divisions to provide better forecasts, a strategy that would depend on their ability to collect and collate customer information. The headquarters in each territory was encouraged to invest in a CRM (Customer Relationship Management) system.

Solution Sage CRM provided one centralised solution. From lead generation all the way through to forecasting, it is a fully integrated sales, marketing and service package that can be implemented in phases and customised to meet specific business needs. Results Implementing Sage CRM has sharpened the sales cycle contributing to more revenue and improved customer satisfaction ratings, thus building a stronger customer base. It is enabling the company to launch more effective marketing campaigns and make longer-term business forecasts.

Sage CRM Customer Success

“The system has played a significant part in growing sales. To compete in the market you want to have accurate information so you can make quick decisions and that is something we have achieved with Sage CRM.” Chakri Wicharn, Information Manager, Fuji Xerox, Thailand.

Fuji Xerox Thailand had been using Excel sheets and paper-based processes to keep track of customer engagements. Data inaccuracy was a problem, not just because people made mistakes keying in customer details, but because business divisions kept their own records that didn’t always match up. “We had different Excel systems capturing data in different places by different departments. Sales had its own, marketing had its own, and sometimes the information wouldn’t be the same,” said Chakri Wicharn, Information Manager, Fuji Xerox, Thailand. Day-to-day business suffered and sales were lost because it took too long to approve a quote or agree a discount. For the management of the company, the separate silos of information were an obstacle to analysing trends or making long-term forecasts. The solution Fuji Xerox Thailand chose Sage CRM because it offered the best fit for the business. The cost was right and it offered a winning combination of features and functionality with contact/ customer management and sales force automation at the top of the list. Sage CRM would make the business more customer-centric in an increasingly competitive market, but other factors also made it the right choice. “Sage CRM matched two of our main requirements: we wanted a system that was easy to use and easy to integrate with our legacy systems,” said Chakri Wicharn.

At the backend, the company runs its business on an Oracle ERP system but rejected Oracle’s CRM solution because it was too complicated. Sage CRM integrated easily with Oracle and offered the user-friendly experience that Fuji Xerox considered business critical. At the frontend, the company runs Microsoft Office on the desktop, so Sage CRM compatibility with the calendar and email in Outlook only strengthened its appeal. Chakri Wicharn was also impressed by the way that Sage CRM can be tailored to individual business needs. “If someone wants to modify a report, they can do it easily without having programming skills. It is much easier to customise than other software we looked at,” he said. The software was installed on-premise in the Bangkok headquarters by Sundae Solutions, a Sage channel partner and leading CRM specialist in the region. “It was fully integrated and up and running within four months,” said Navik Numsiang, Managing Director. The company’s servers were virtualised and network bandwidth improved to optimise the experience of using the software in 23 branches. Results A centralised Sage CRM system has transformed the way the Fuji Xerox sales teams go about their business in Thailand. The software can take some credit for an eight per cent improvement in customer satisfaction ratings as well as revenue growth.

Sage CRM Customer Success

“The system has played a significant part in growing sales,” said Chakri Wicharn. “To compete in the market you want to have accurate information so you can make quick decisions and that is something we have achieved with Sage CRM.” The first phase of implementation was all about empowering the sales team with information. Now the company is starting to sharpen the sales cycle. “We have been helping them use it for sales management, to do quotations and speed up the approvals process,” said Navik Numsiang. Previously, a sales representative had to go back to the office and submit a request to their manager for approval of a quote or discount. It could take a couple of days, by which time the sale could have been lost to a competitor. Now, the rep can simulate, cost, profit and discounts in Sage CRM and use the information to quickly prepare a quotation for a customer, confident that the margin makes sense for the business. They can also analyse the customer’s utilisation volume to better understand their needs and propose an appropriate solution.

“We have sharpened our sales cycle with improved workflow so that we can respond to the customer much quicker,” said Chakri Wicharn. The future Fuji Xerox is exploring other projects with Sage CRM. A trial of the mobile module is underway using iPhone and Blackberry devices, and the marketing team has started to look at how the data in the system can help campaign management. In a CTI (Computer Telephony Integration) project, information is immediately pulled from the database when a call comes in to the service desk, giving agents instant access to a customer’s history. Google Maps is also being integrated into the system and synchronised with Sage CRM, enabling service engineers to find the precise location and respond to callouts more quickly. Some customers have multiple sites so it can save time and confusion when it comes to preparing the route. “We are expanding our utilisation of the functionality in Sage CRM all the time, and will use it in as many ways as we can to influence how the business goes forward,” said Chakri Wicharn.

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


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Sage CRM success story - Fuji Xerox  

In this success story, you can find out how Fuji Xerox transformed its sales processes.