From Legacy Systems to Seamless Efficiency: Integrating Custom CRM and Financial Tools for a Medical Equipment Provider

Background

The company specializes in workplace drug and alcohol testing, along with hydration solutions, offering high-quality technology and services. Amid a management transition, the company turned to WebBee to modernize their operations by replacing legacy software primarily used for customer ticketing and request processing.

The system was designed over 20 years ago. While it had continued to meet operational demands, which remained largely unchanged for years, the change in ownership prompted management to reconsider the benefits of replacing it with a modern solution. The new system needed to not only efficiently replace the existing tools but also introduce powerful technologies to expand its usability for other business operations, such as marketing, customer relationship management, and the sales process.

Challenges

• Legacy Software Limitations: The existing system, developed more than 20 years ago, no longer provided the flexibility or advanced features needed to support modern business operations.
• Data Complexity: The business operates on a complex flow of information, and the legacy system struggled to manage the intricacies of this data effectively.
• Lack of Integration: There was no efficient link between its CRM and its financial platform, which led to data silos and inefficiencies.
• Operational Expansion: With plans to scale operations, the company needed a solution capable of supporting not just ticketing, but broader sales, marketing, and customer relationship functions.

Solution

• Customized CRM Solution: The new system was tailored to meet specific business needs, with multiple entities designed to support complex data flows.

• Enhanced Card Layout: The team reimagined the CRM card layout, organizing hundreds of fields efficiently and in a user-friendly way. The design included collapsible sections, color customization, and an intuitive hierarchy.
• Automation and Workflow Optimization: The team integrated automation across numerous CRM pipelines, reducing manual effort and improving efficiency in case handling and request processing.
• Financial Integration: The team seamlessly integrated Bitrix24 CRM with the MYOB financial platform, ensuring real-time data synchronization between financial and customer data.

• Enhanced CRM Functionality: The customized CRM enabled a more efficient, detailed, and secure management of data, which better supported complex business operations.
• Streamlined Data Flow: The unique card layout allowed the team to manage and access critical data without overwhelm, improving the accuracy and speed of decision-making.
• New Sales Operations Unit: With the enhanced system, a new business unit – sales operations – was introduced, enabling streamlined sales processes and improved cross-department collaboration.
• Unified Data Source: The integration between Bitrix24 and MYOB eliminated data silos, providing a single, unified source of truth for both customer and financial data, leading to more accurate reporting and analysis.

This implementation took the company’s operational efficiency and data management capabilities to a new level, positioning the business for a successful transition and continued growth under new management.

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