How Two Australian Companies Revamped Their Operations With SugarCRM
Jayco Corporation and Jayco Adelaide are two companies operating in RV manufacturing and dealership industry, respectively. With a long history behind and serving the Australian market, both companies found themselves forced to change the approach they had to business operations at the beginning of the COVID-19 pandemic. With areas they wanted to improve in ranging from Sales, Marketing, and Customer Experience (CX), and after extensive research, they decided to opt for SugarCRM’s solutions: Sugar Sell, Sugar Serve, Sugar Market, and Sugar Automate.
Let’s see how Andrew Fogarty, Data Analytics Manager at Jayco Corp and Jade Walsh, Marketing and IT Manager at Jayco Adelaide describe their pain point and implementation journey, as well as results with SugarCRM.
What we'll Cover:
Jayco Corporation: Pioneering Innovation in Australia’s RV Industry
In 1975, by Gerry Ryan OAM, Jayco Corporation began in a small suburban shed and has grown into Australia’s largest RV manufacturer, producing over 200,000 RVs to date. The company remains family-run, embodying a legacy of quality, innovation, and people-centered values.
Adapting to Surging Demand
The COVID-19 pandemic led to a significant increase in RV sales, revealing the limitations of Jayco’s outdated CRM systems. The surge highlighted the need for a more robust, integrated solution to manage growing demands across manufacturing, sales, and customer service.
Strategic CRM Transformation
Jayco Corporation undertook a comprehensive evaluation process, led by Andrew Fogarty and his leadership team, to select SugarCRM as the unified platform for integrating data across its 29 dealerships. This decision was driven by the need to centralise data, enhance visibility, and enable seamless communication across all departments.
Empowering Dealerships through Customisation
The implementation of SugarCRM was managed by CRM Strategy. The SugarCRM partner tailored the implementation solution to meet the unique needs of each Jayco dealership, allowing them to retain their operational autonomy while benefiting from a unified data platform. This flexibility was crucial for ensuring the system’s adoption across Jayco’s diverse 29 dealerships network.
Enhanced Data Integration
The integration of SugarCRM enabled Jayco Corporation to consolidate data from marketing, sales, and after-sales teams, providing a 360-degree view of customer interactions. This transformation facilitated smarter decision-making, improved product placement, and more effective marketing campaigns.
Optimised Marketing and Sales Processes
With access to detailed web activity and sales funnel data, Jayco’s marketing teams can now create highly targeted campaigns, while sales reps can engage more effectively with leads. Sales teams can see which vehicles are trending nationwide, and view customer histories to see what products customers have been viewing online. Sales reps now enter conversations with more knowledge; this has resulted in a seven percent improvement in win rate. The system also empowers Dealer Development Managers to provide data-driven recommendations to enhance dealer performance.
Revolutionised After-Sales Support
The new CRM system allows service agents to access comprehensive customer histories, leading to more personalised and efficient support. Future plans include developing a customer portal for even greater transparency and customer satisfaction.
Commitment to Continuous Innovation
Jayco Corporation remains focused on further optimising its processes, leveraging the full capabilities of SugarCRM to drive better business outcomes and maintain its leadership in the Australian RV market.
Jayco Adelaide’s Strategic Evolution: Transforming Customer Experience Through Technology and Innovation
Jayco Adelaide, a cornerstone in South Australia’s RV market for over 40 years, transitioned from the Australian Caravan Co (ACC) to Jayco Adelaide in 2019, reinforcing its strong partnership with Jayco Corporation while operating independently.
Adaptation Amidst Crisis
Facing the dual challenges of the COVID-19 pandemic and evolving customer expectations, Jayco Adelaide embraced digital transformation to maintain and enhance customer engagement despite supply chain disruptions and lockdowns.
Pioneering CRM Integration
Collaborating closely with Jayco Corporation, Jayco Adelaide played a key role in selecting and implementing SugarCRM across the entire 29-dealer network. This move from paper-based processes to a unified digital system streamlined operations and empowered teams with real-time customer insights.
Customer-Centric Innovation
The adoption of Sugar Automate revolutionised the dealership’s approach to customer journey management, enabling personalised experiences while preserving the unique operational styles of individual dealers. This flexibility was critcal in maintaining a consistent yet tailored customer experience.
From Paper-Based Contract to CRM
With CRM Strategy’s guidance, Jayco Adelaide successfully digitised customer data, integrated their CRM with the company’s ERP system, and trained a multi-generational workforce, embedding the new system into the company culture. This transformation led to boosting operational efficiency.
Marketing and Sales Synergy: Marketing Gains Real-Time Insights
The new CRM platform allowed for highly targeted marketing campaigns, resulting in email click-through rates that exceeded industry standards, with general campaigns achieving 32% and targeted campaigns reaching 50%. Enhanced data integration empowered sales reps to engage in more informed and effective customer interactions.
Enhanced Customer Service
The CRM system improved customer service efficiency, enabling proactive communication regarding RV deliveries and optimising team workloads, which facilitated team expansion and improved customer satisfaction.
Future-Focused Growth
Jayco Adelaide is committed to continuous innovation, aiming to further personalise customer interactions by matching leads with the most compatible sales representatives, ensuring a tailored and effective sales approach for each customer.
Read our case studies to learn more about Jayco Corporation’s and Jayco Adelaide’s journeys with SugarCRM.
