Andau Medical turns to Zoho CRM to increase sales efficiency

The Company

Andau Medical, a Canadian and US-based medical and dental device company, is dedicated to providing quality technologies that improve patient outcomes and enhance the clinical experience. Seeking to optimize their sales processes and consolidate data management, Andau Medical turned to Zoho CRM.

Andau Medical is named after the Bridge at Andau which connects Hungary and Austria.  Many families were able to escape over this bridge in 1956 during the Hungarian Revolution to seek refuge and safety, including Sandi Wright’s family.  This historically significant bridge, which also inspired a novel titled “The Bridge at Andau” by James A. Michener, was destroyed in November 1956, just one day after Sandi’s family crossed safely.  The bridge was rebuilt in 1996 as a symbol of tolerance and helpfulness. Symbolically, Andau Medical was established under this name to signify the building of bridges between clinical needs and technologies.  

The challenge

Identifying the need for a CRM

Andau Medical recognized the need to identify bottlenecks and optimize their sales process. They sought a user-friendly CRM solution with an easy learning curve. As the business was outgrowing spreadsheets, a centralized data management system became crucial.

They are a multinational organization that focuses primarily on the North American markets. Their sales team is spread across Canada, as well as the United States. They have close to 60 sales representatives in the organization. It's a fairly large team and that number continues to grow, so they needed something that was scalable and able to relay, track, and measure their level of success from a lead's perspective.

The solution

Discovering Zoho CRM

During their search for a suitable CRM solution, Sandi Wright, founder of Andau Medical, connected with industry experts who recommended Zoho CRM. They had considered other CRM systems, like Salesforce, but found Zoho CRM to be user-friendly, well-designed, intuitive, and customizable. These factors led them to choose Zoho CRM as their preferred CRM solution. With a multinational sales team and a growing organization, scalability and the ability to track leads were paramount.

By optimizing their sales processes, tracking opportunities, and gaining valuable insights, Andau Medical continues to deliver exceptional patient care and achieve success in the medical device industry.

Onboarding and customization 

Sandi focused on training the team effectively to make full use of Zoho CRM. She attended Zoho user group sessions to learn about the tools. She only wishes she had used the onboarding services earlier.

Andau Medical recently started working with Zoho CRM's premium onboarding. Sandi received immense help from the team and specifically points to the timely guidance she received from Arun K. "Arun's expertise and support have been instrumental in setting up Zoho CRM according to our unique business needs," says Sandi. "The onboarding team was not only immensely knowledgeable about Zoho but they understood what we were trying to accomplish and helped us with that."

Enhancing sales performance

The primary goal of Andau was to support sales growth. To achieve this, they integrated the Leads feature in Zoho CRM with their website's contact form. When a customer fills out the form, the leads are automatically transferred to their Zoho CRM system, where territory managers are assigned to handle them. They can then track the progress of these leads as they move through the opportunity pipeline, converting them into opportunities and measuring success. Zoho CRM can assist them in managing their sales funnel effectively.

Sandi explains that their sales team converts leads into opportunities, and the opportunities go through various stages, such as pre-qualification, proposal development, and customer approval. They track and measure the progress of these opportunities, identifying bottlenecks and challenges faced by the sales team at each stage. This information helps them provide the necessary support to overcome these obstacles and move the sales forward effectively.

Through the CRM system, Andau Medical can identify challenges faced by their sales team, such as the need for product-specific information. This data enables the sales leadership team to provide necessary support, including marketing assistance, resulting in smoother sales progression.

Some of their most repeated daily tasks in the CRM include:

• Managing leads, contacts, and accounts.
• Generating quotes directly from Zoho CRM.
• Tracking all interactions and communication with the customers, including emails.

They also have a unique sales process where they take pictures of customers and store them in the CRM system to attach them to purchase orders. This ensures they manufacture products according to the specific needs of their customers.

Sandi emphasizes that Zoho CRM offers a wide range of functionality that they leverage in their organization. They create estimates in addition to quotes right within the CRM with the customer service team working behind the scenes. They immediately update the stages to the sales order stage after the territory managers enter the estimates in Zoho Books.

Andau Medical has recently implemented target meters within Zoho CRM, enabling territory managers to track their sales performance in real time. The targets set for each month depend on what the company aims to achieve. It integrates with the sales orders so they can see where they stand and how much more they have to complete to reach the target.

Reporting and analytics powering goal setting

Andau Medical finds Zoho CRM's reporting functionality indispensable. With help and support from the Zoho team, they have been able to refine and customize their reporting process, allowing them to pull detailed reports tailored to their CRM needs. The ability to generate reports has become an essential and highly valued aspect of their CRM usage. 

"It's one of our favorite features," notes Sandi. With support from the Zoho team, they have refined and customized their reports, gaining valuable insights into their CRM data. Analytics gives them a good pulse of the business and where they stand. They have a dashboard that shows all the KPIs in integration with Analytics in Zoho CRM.

This level of data-driven decision making empowers the sales leadership team to provide targeted support to the sales team, identify challenges, and optimize the sales funnel.

Integrations and support

Andau Medical has integrated Zoho CRM with Zoho Inventory and Zoho Books, streamlining the process of creating estimates and moving them to the sales order stage. They have also integrated webforms that allow website leads into Zoho CRM, allowing seamless tracking of leads and their progression through the sales pipeline.

Additionally, Zoho Desk helps the entire customer support team manage customer tickets like warranty related issues. "This integration has been a game changer. There are KPIs relating to the time flow of the tickets, so the customers feel fully supported," Wright mentioned. Zoho enables Andau Medical's large operations team to easily provide the backend support their territory managers and customers expect. They can track and measure timelines of lead followups in time to close any open tickets.

Benefits

"Having SOPs and visibility into our business to ensure operations are streamlined is one of the key benefits of the system. Therefore, the payback period is immediate," Wright stated.

Through the adoption of Zoho CRM, Andau Medical has witnessed remarkable improvements in their customer satisfaction rates.