Award-winning injection molding solutions provider, RJG Inc., utilizes Zoho CRM to improve productivity and time management

Key results:

• Annual ROI776%
• Implementation time6 months

The company

RJG Inc. is a global training, consulting, and technology company that shares knowledge related to injection molding with customers in the medical and automotive sectors. RJG serves customers in these highly regulated sectors by delivering data that helps ensure the products its customers produce are of high quality. In doing so, the company also makes a positive impact on the environment, as it directly leads to less plastic wastage. RJG is fully committed to helping its customers make the world a better place.

The company was founded in 1985 by Rod Groleau—known for his brilliance behind various patented processes in the injection molding industry. Today, RJG has grown to 160 employees with operations in the USA, the UK, Singapore, Germany, France, and Mexico.

The challenge

In times past, RJG used SalesLogix, a server-based application now known as Infor CRM, which required several hours each time the sales team needed to generate a PDF for a customer quote. Operating and reporting were taxing and time-consuming activities because of the system's inefficient and frustrating user experience. Ultimately, SalesLogix was limiting the organization's growth.

The solution

RJG decided that if it were to evaluate new CRM tools, the company needed much more than what its previous system could offer. The primary goal was to implement an operational system that would afford the company better insights into the company's operations, improve customer service, boost team morale, and increase efficiency and productivity. Thus, RJG began its search for a system that could help the organization flourish.

Upon evaluating multiple cloud-based systems in the market, RJG narrowed its options down to Salesforce and Zoho. After six months of thorough evaluation of the two products, RJG recognized its need for a business solution that could effortlessly connect to other tools and thereby support multiple aspects of its business, and only Zoho CRM could meet these needs. Additionally, the fact that Zoho's core values aligned with RJG's values played a crucial role in the final decision.

Commencing the journey with Zoho's partner network

AspenTech CRM—a Zoho Advanced partner based in Michigan, USA—assisted RJG in understanding what the organization could achieve by implementing Zoho CRM. RJG still works closely with AspenTech, as the company is always looking to optimize its usage of Zoho CRM.

RJG also has an internal team it calls "The Zoholics"—a name inspired by Zoho's annual Zoholics user conference, which the team attended in 2019. RJG's Zoholics team is cross-departmental, with representatives from each part of the company that get together bi-weekly to review the continual work they've done to optimize the system and improve processes—all to meet their growing business needs and initiatives. This team utilizes Zoho Sprints to manage their work.

Interlinked modules for a clean and consolidated database

RJG's US sales team is divided into three pods: west, middle, and east, each of which consists of three levels of sales executives who work with different types of customers. The team has customized Zoho CRM to such an extent that the system is a one-stop shop for all customer information—not just for sales, but for the customer support and consulting/training teams. Zoho CRM unifies the company's different departmental activities in a single comprehensive product.

Most leads are generated from the contact form on the company's website. Via its integration with Zoho CRM, Zoho Forms captures these entries in the CRM. Leads are assigned to sales representatives based on region. After qualification and conversion, leads move to the Contacts or Accounts modules. While converting a lead, sales reps simultaneously start a deal within the Deals module, where they've set up different stages using Stage-Probability Mapping. The deal is complete when the purchase order is received.

As a niche business, the team notes that the timeline for each sale varies, which means that customer engagement is key to the organization's sales team. Accordingly, all customer touchpoints are logged in these modules and tightly integrated.

The team has established a set of workflow rules that keep their data clean. When a contact is created, it pulls in information from the account, but as the information changes or is updated, the system also keeps the other modules current. This is to ensure information is connected to different modules and available so that users can see and use it easily, rather than having to copy it or jump to and from different modules.

Zoho CRM's custom modules play a major role in facilitating RJG's management of various aspects of the business. To register training courses for the company's built-in products, they've created a custom module that integrates with LearnUpon, a learning management system. Interested individual can register on the company's website. This integration enables Zoho CRM to import the data whenever a customer registers for a self-paced learning course. Without this integration, the team would need to enter or import the data manually. They've also created another custom module to track serialized and non-serialized products, yet another for product logs and repairs, and more.

As sales representatives, RJG's team members often go on-site for customer and plant visits. In such cases, the Zoho CRM mobile app makes it extremely convenient to pull up customer information and update it on the go. "90% of my activity tracking is performed through the Zoho CRM mobile app," says Christine Case, Account Specialist at RJG.

RJG is committed to constantly improving its CRM usage by testing out various tools and features within the system until pain points are resolved. For instance, when RJG attended trade shows in the past, the team used Zoho Forms to capture prospect details—a process they found arduous and disruptive to their face-to-face interactions. To solve this, the team intends to utilize Zoho CRM's Mobile Card Scanner app to capture prospects' information directly in the CRM.

Improved CX and transparency achieved through integrations

With Zoho Creator, RJG built its own bespoke app to generate quotes and manage sales orders. By integrating it with Zoho CRM—specifically the Deals module—the company has enabled transparency into the sales process and the current state of any given deal.

Previously, the organization manually collected and collated data, created Excel spreadsheets, exported them as PDFs, and shared them internally via email. Now, by integrating Zoho Analytics with Zoho CRM, RJG is able to track KPIs effortlessly and automate a weekly email that contains weekly/monthly reports. Each individual on the sales team has their own dashboard to track their open and closed deals. Zoho Analytics also fetches data from Zoho CRM for company-wide dashboards. The team finds this integration with Zoho Analytics essential, as it helps them set goals annually and improve customer experience. Moreover, it offers leadership and the entire organization outstanding visibility into the company's health.

The integration with Zoho Desk is also valuable, as it enables users to view and access an account's tickets and work closely with the support team, meaning various teams can collaborate to provide support to customers.

The company can collaborate and track progress on certain active projects associated with customers—such as implementation or training—through Zoho CRM's integration with Zoho Projects.

To a great extent, the system's integrations and automations are made possible by how readily RJG leverages custom functions.

Benefits

RJG believes that switching from its old system to Zoho CRM is a huge boon, and that the two systems are incomparable. In terms of ROI, RJG observed an immediate benefit within months of implementing the product. The team has also attained a significant increase of over 50% in efficiency, productivity, and time management, and attributes these improvements to Zoho CRM's user-friendly UI. These factors have played a pivotal role in onboarding the company's personnel into the system and adopting it for their daily activities. Currently, RJG boasts an 80% CRM adoption rate.

Currently, RJG deploys the Zoho One business suite to run every core aspect of its business. With this powerhouse in place, the company notes a net annual benefit of $716,995 and an annual ROI of 776%.