Zoho CRM reimagines sales for Guocera's 50-year tile craftsmanship legacy
"Zoho CRM has streamlined our sales and data management, enhanced efficiency, project tracking, and decision-making across teams, and driven operational excellence at Guocera."
The company
Guocera, a member of the prestigious Hong Leong Manufacturing Group, boasts over 50 years of manufacturing expertise and is a leading tile brand in more than 50 countries across the Asia-Pacific region, the Middle East, Europe, and the Americas. Renowned for quality and innovation, Guocera transforms residential, commercial, and public spaces with world-class tiles designed to meet local and global demand.
As one of Malaysia's largest tile manufacturers and exporters, Guocera operates state-of-the-art facilities and the region's only ISO-IEC 17025:2017-accredited R&D centre, which ensures exceptional product quality. Supported by over 400 employees, Guocera remains committed to delivering premium products and services worldwide.
With the Hong Leong Group's brand strength and commitment to innovation, Guocera continues to lead the industry by setting benchmarks for excellence and reliability.
The challenge
As a leading player in the competitive porcelain tile industry, the teams at Guocera recognized the need to digitize their business operations to maintain and enhance their competitive edge. Traditionally reliant on manual processes, the company identified significant opportunities to modernize its operations and serve its customers more effectively.
By focusing on key areas like process efficiency and data management, Guocera aimed to streamline workflows, enhance collaboration, and deliver an improved customer experience.
Their key challenges included the following:
- Manual processes: Paper-based workflows created inefficiencies in order processing and slowed customer response times.
- Decentralized data: Customer information was scattered across individual records, making it difficult to maintain consistency and gain a unified view.
- Limited real-time insights: Without centralized analytics, the company was unable to make informed decisions and track projects effectively.
- Operational continuity: Data gaps often emerged during employee transitions, which impacted project and customer management.
The solution
In the pursuit of digitalizing their business operations, Guocera adopted Zoho CRM for its ability to streamline sales, improve data accuracy, and automate routine tasks. The company sought a one-stop solution for tracking leads, managing customer relationships, and ensuring smooth collaboration across teams. After evaluating the available options, Zoho CRM emerged as the ideal choice due to its user-friendly interface, low-code development capabilities, frequent updates, and competitive pricing.
Further, Guocera, partnered with Binary Nexus, one of Zoho's authorized partner from Malaysia to implement the solution for the business.
Centralized sales pipeline management
Zoho CRM has enabled Guocera to centralize the complete sales pipeline management. The commercial sales, technical, and interior design teams now work in the same system, ensuring that customer data is easily accessible and up to date. This has enhanced communication and collaboration between departments and improved sales tracking and forecasting.
User-friendly dashboards
Guocera's team finds Zoho CRM's dashboards especially valuable for monitoring sales activities and operations across departments. The customizable dashboards provide a comprehensive view of key performance indicators (KPIs) essential to their business, enabling decision-makers to stay aligned with strategic goals.
Sales analytics and data insights
Zoho CRM's built-in analytics module has empowered Guocera to monitor the sales process closely, identify trends, and optimize sales strategies.
Benefits and ROI
- Improved efficiency and productivity - by eliminating manual tracking and reporting, Zoho CRM has supported Guocera's team in saving time, reducing errors, and enabling them to focus on higher-value activities. Automating routine tasks has also led to improved time management across departments.
- Enhanced collaboration - Zoho CRM's centralized system enables seamless collaboration across teams, ensuring that everyone is working from the same data set and aligned on project goals and timelines.
- Better decision-making - real-time data and analytics have empowered Guocera's leadership to make informed decisions that align with business objectives.
- Scalability and future growth - with its customizable features and low-code platform, Zoho CRM has supported Guocera for future growth. As the company expands its operations globally and diversifies its customer base, the platform offers the flexibility needed to scale and adapt to evolving business needs.
- Industry typeManufacturing
- EmployeesAbove 500
- Type of businessB2B, B2C
Looking forward
With over 50 years of expertise and a strong global presence in the porcelain tile industry, Guocera is well-positioned to continue its growth trajectory. Their implementation of Zoho CRM has laid a solid foundation for operational efficiency and enabled smarter decision-making and more effective customer relationship management.
In the next five years, Guocera aims to expand its market reach further, focusing on both domestic and international growth. As part of this plan, the digitalization of sales processes through Zoho CRM will enhance speed, accuracy, and data-driven decision-making. Its ability to streamline data, support collaboration, and provide customizable insights will help guide future planning.
Guocera also plans to deepen its commitment to innovation and sustainability. Through ongoing investment in cutting-edge technology and eco-friendly practices, the company aspires to set new benchmarks in the industry while aligning with global sustainability goals. Zoho CRM will remain a vital partner in supporting these initiatives by supporting Guocera track their progress, and respond quickly to market changes.
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