Johannesburg, 10 Sep 2009
Signage and wayfinding solutions provider Mgwezi Signs sums up successful customer relationship management (CRM) software as a tool that not only generates new business and retains existing business, but also boosts communication and productivity.
A Sage Accpac accounting software user for many years, Mgwezi Signs was offered a standard Accpac CRM solution by Lorge, a long-established supplier and implementer of Sage ERP X3 and Accpac business and technology solutions, when Lorge earlier this year took over support and services for Mgwezi's accounting and financial software systems.
The software has to cope with a massive inventory because, as Mgwezi Signs IT project manager Leon Nel points out, every sign made by the company is a customised item, and there are many different types of aluminium, steel and fasteners.
“An audit by Lorge demonstrated to us just what we had not been getting from our previous service provider. Their modular in-house training courses and facilities were also very cost-effective and made better use of our time, which was an enormous help to us.”
The CRM solution has been functional for eight months now and 60% of Mgwezi's customers are on board with it. Nel adds that because there are turnaround times of between six and 18 months on some of their projects, CRM is a highly effective way of always having a finger on the pulse.
“We now have a clearly definable pipeline of work and a system that tracks and highlights changes in sales staff, facilitating re-allocation of personal sales pipelines. We can see sales leads that have been successfully closed and compare quotations not closed against these successful sales, which provides useful insight.”
The system also eliminates duplication of sales effort, keeps sales people within the boundaries of their own pipeline allocation and reduces confusion while increasing focus. It is an efficient means of obtaining leads and contacts, providing quotations, closing the deal and invoicing.
Nel says Mgwezi imports some products, and these are tracked by the CRM program to ensure profitability. “The CRM provides business intelligence upon which decisions can be made. It also works directly with Accpac without the complications that arise when special interfaces are required.
“Accpac provided a readymade database with which to populate the CRM and this has allowed sales people to better understand the billing system, which makes life easier for everybody involved. CRM is a sales tool, not a manufacturing system, and it works well for us. Our experience is that it pays to stick to the knitting with CRM and use the module for what it is intended to do.”
The entire sales force at Mgwezi can now be mobile, access the system and work with it no matter where they are, through simple Internet connectivity. Nel says this mobility has been a “huge bonus” for the company.
“Lorge's audit of our Accpac installation was most important. It is rare to come across a company which people understand both the accounting requirements and the implications for the IT and finance operations - this is a great strength of Lorge.”
The black empowerment distribution point for Modulex in South Africa, Mgwezi is one of South Africa's fastest growing signage companies with expertise in the corporate and public sectors. Among the client base are top corporates, banks and major financial and public institutions. The service portfolio is extensive, ranging from signage design, manufacture and total project management and maintenance to colour-coded wayfinding solutions for large buildings and industrial operations.
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