An auto parts manufacturer found success adopting SugarCRM's cloud-based CRM solution. The company was struggling with data siloed across different legacy systems. The new cloud CRM consolidated all customer data, integrated various business processes, and allowed the company to offer new customer-facing features like online shopping and self-service support. SugarCRM provided flexibility, out-of-the-box integrations, and customizability to meet the company's needs. The implementation project involved migrating systems to the private cloud, building interfaces, and customizing SugarCRM for phone support, sales, and after-sales processes.

1. The Cloud and Distance Selling: How an Auto
Parts Manufacturer Found CRM Success in the
Cloud

2. Alexander Lott
CEO of Lott Autoteile
alex@lott.de
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3. Topics
 About Lott Carparts
 Project idea and setup
 Project realization
 Next Steps
 Questions
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4. About Lott
 Selling carparts to „do it yourself‘s“
 250,000 customers
 Based in Germany
 Customers all over Europe
 Industry: mail order business
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5. Basic situation and problems
 Data was held in different systems
 Systems where hosted externally or run local
 The local systems could not be reached externally
and could not be connected to the other systems
 Too less data from customers could be combined or
even be saved
 New processes could not be integrated
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6. Project goals
 A CRM-System is a must for combining data and
integration of new processes
 All data should be combined in the CRM-System
 All systems should be connected and hosted in an
flexible private cloud
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7. Approach system selection
 Definition project scope
 Pre selection of possible integration partners and
systems
 Short presentation of 5 crm vendors
 Detailed specification with one vendor (other for
backup)
 Decision and project start
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8. Why SugarCRM / Insignio
 Comprehensive range of functions
 Many existing integrations with other systems
 Flexible choice of hosting (public cloud, private cloud,
on demand)
 Very adaptable
 Pricing
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9. Main project topics
 Preparing the basic systems (ERP, VoIP Solution,
Mail Order, Online-Shop)
 Prepare the basic systems to be run in the private
cloud
 Generate Interfaces to be possible to connect to
Sugar
 Setup the systems to connect to external systems
like ebay
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10. Customizing Sugar
 Phone Integration
 Sales process (Quotation-, Shop- and Order
Systems)
 After sales process (car question tool)
 Support process (email integration)
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11. Phone Integration – Incoming Call
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12. Phone Integration – Call Assignment
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13. Phone Integration – Missed Calls
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14. Phone Integration – Outgoing Calls
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15. Phone Integration – Car Assignment (2)
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16. Sales process – Finding the right parts
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17. Sales process – Quote creation
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18. Sales process – Self service buying
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19. After sales – Self service car question tool
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20. Sales process – Self service buying (backend)
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21. Support – Ticketing
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22. Support – email speed integration
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23. Support – Ticket Dashboard
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24. Next steps
 Marketing integration
 Return management system
 Using the collected data for further improvements
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25. Questions
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26. Submit Session Feedback
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27. #SCON12
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