OP360 pursues data-driven growth powered by Zoho CRM

The company

"In a world of BPO Goliaths, we are proud to be David," reads the value statement of Office Partners 360—more commonly known as OP360—which is an emerging global leader in outsourcing solutions. Since its establishment in 2006, OP360 has become a trusted partner for companies seeking to optimize their operations while reducing costs and improving service quality. From customer experience, AI operations, and back office support, OP360 delivers tailored solutions that drive top-line growth and operational efficiency.

Founded with a mission to serve ambitious brands worldwide, OP360 caters to both medium-sized enterprises and Fortune 500 giants. With headquarters in the United States and operational offices across India, the Philippines, and Colombia—plus a number of independent contractors across Europe—the company has built a robust global presence. OP360 also supports its clients in multiple languages, including French, Italian, German, Polish, Mandarin, Japanese, Korean, and Vietnamese.

Employing over 5,000 professionals, OP360 is committed to fostering business agility, innovation, and competitive advantage across a diverse range of industries. 

The company's unwavering dedication and people-first philosophy has fueled an impressive 60% year-over-year growth, underscoring their success in a competitive marketplace. Today, the company serves some of the top brands across industries, including the largest personal injury law firm in the United States as well as the country's top e-commerce furniture retailer.

The challenge

OP360 initially relied on the Google Suite platform to manage operations across departments. However, as their customer base expanded, this setup quickly became unsustainable:

• Version control issues: Collaboration on Google Sheets often results in file conflicts and data corruption.
• Inefficient data analysis: Extracting insights from scattered data became increasingly time-consuming and burdensome.
• Fragmented ecosystem: The lack of a unified system made it difficult to streamline processes or access accurate, timely information to assess the company's competitive position.
• Operational delays: Retrieving necessary data was so slow that it significantly hindered overall operations.
   

The solution

Why Zoho was the perfect fit for OP360

Recognizing the need for a robust solution, OP360's SVP of Data Analytics and Science Josh Corson, along with other leaders, decided to adopt Zoho to address these challenges. These leaders had prior experience with Zoho dating back to 2011. Their familiarity with its capabilities played a pivotal role in selecting Zoho again.

"We love the customization capability of Zoho and the cost at which they offer this incredible business suite, especially when compared to other alternatives available in the market," Corson says.

Zoho has consistently demonstrated its ability to scale effectively for growing organizations, making it an ideal choice for OP360. Corson highlighted Zoho's standout advantages:

• Customization capabilities: Offers tailored solutions to meet OP360's unique needs
• Cost-effectiveness: Provides a comprehensive business suite at a competitive price
• Proven scalability: Supports rapid growth without compromising efficiency
• Diverse product range: The Zoho One suite offers a wide array of tools
• Seamless integrations: Ensures smooth workflows across the platform
• Minimal setup costs: Avoids heavy upfront expenses
• User-friendly interface: Provides a clean and intuitive design for easy adoption
   

Redefining BPO sales with Zoho CRM

OP360 prides itself on its lean and efficient sales team who manages the company's outbound and inbound sales, and who has leveraged the power of Zoho to build a well-integrated sales process.

Lead management

OP360 integrates Zoho CRM with all its lead generation sources, including its website, email, and social media platforms. This integration automates the inflow of leads directly into the CRM, ensuring that every lead visiting the official website is added to the system without any manual effort. By eliminating the manual task of adding leads to the follow-up chain, OP360 has significantly reduced the man-hours necessary to make sales.
Tradeshows are another crucial source of leads for OP360. The company utilizes the lead scanner available in Zoho CRM's mobile application to scan business cards and add leads directly into the CRM. This eliminates the need to import leads manually after attending events and streamlines the process even further.

Data enrichment powered by Zoho CRM and ZoomInfo

Traditional cold calling is a thing of the past; today's sales professionals must be smarter and more efficient. Zoho CRM's integration with ZoomInfo empowers OP360's sales team with all the essential information they need regarding a prospect before making a call. Detailed insights, such as company size, industry, and the prospect's title, are pulled into the CRM interface seamlessly. This enhanced data visibility ensures that valid leads are easily segregated from junk ones.

Zoho CRM's Lead Scoring feature further refines this process by ranking leads based on their likelihood of converting. This helps prioritize high-value opportunities over less-promising ones.

Once validated, leads are automatically assigned to sales representatives using assignment rules, which consider factors like geographic location, product interest, and other criteria to ensure each lead is directed to the most suitable representative.

Opportunity pipeline management

Once a lead is evaluated and identified as a valid prospect, it progresses through various stages of nurturing, such as needs analysis, proposal, and negotiation. Each of these stages is meticulously mapped within the CRM to provide clear visibility into the sales pipeline. This transparency enables OP360 to forecast opportunities for the coming months, broken down by individual sales team members, teams, and geographic regions. For OP360's sales team, this feature is particularly beloved, as it presents crucial insights through visually engaging and intuitive dashboards.

Efficient team collaboration

Sales processes are rarely a solo effort; they require input from multiple sources and seamless knowledge transfer as leads move between teams. With a global workforce spanning different time zones, OP360 needed a solution to foster better collaboration. Zoho CRM's Team Collaboration feature keeps their sales team connected with real-time updates while providing valuable context to sales records. One frequently used functionality at OP360 is the ability to tag specific team members for urgent tasks to ensure they prioritize them as soon as they log in. Additionally, the team leverages task assignments and reminders configured using Blueprint to guarantee timely completion of important activities and enhance their overall efficiency and coordination.

Enhanced communication with email integration

Email integration with Zoho CRM streamlines communication, improves tracking, and enhances team efficiency. Every interaction—whether with leads, clients, or internal stakeholders—is automatically logged within the CRM, ensuring a unified and easily accessible record of all conversations. This integration enables automated follow-ups, reminders, and notifications based on email activity, reducing manual work and ensuring timely responses. By linking emails to CRM records, teams gain valuable insights into response times, engagement levels, and customer interactions, empowering them to make data-driven decisions. 

Additionally, email conversations are seamlessly embedded within CRM records, eliminating the need to forward emails or manually search through inboxes, improving cross-departmental coordination.

Deal negotiation and closure made easy with automation

Once a lead reaches the proposal stage, the sales team generates and shares the proposal via Zoho Writer, which is seamlessly integrated with the CRM for efficient record-keeping. This interconnected system ensures all information related to the deal is stored in one place.

For deals that require management approval before closure, the CRM's approval process feature ensures that no deal proceeds without the necessary oversight.

Data-driven sales insights

Zoho CRM's integration with Zoho Analytics provides OP360 with reliable data, which enables faster, more accurate decision-making. Key metrics tracked through analytics include the following:

• Sales pipeline reports offer a clear view of opportunities at different stages.
• Performance metrics help monitor conversion rates, average deal sizes, and sales cycle length.
• Custom dashboards provide real-time insights into team and individual sales performance.
   

Benefits and ROI

OP360 has always been a data-driven company, but it needed the right set of business tools to align its operations, unify its data, and ensure a consistent narrative across the board. Zoho became the glue that held everything together, seamlessly integrating with OP360's business processes and creating a more cohesive and efficient operation across departments like HR, Finance, Sales, and Marketing.

As the saying goes, "A chain is only as strong as its weakest link"—and with Zoho, OP360 ensured every link was fortified for success.

Zoho's impact on OP360 is most evident in three key areas:

• Automating workflows to reduce manual effort and save valuable man-hours
• Enhancing individual productivity through streamlined processes
• Enabling seamless integrations for smarter, more efficient operations

Zoho's comprehensive tools have not only streamlined processes but also empowered OP360 to make faster, more informed decisions, fostering growth and delivering measurable returns on investment.