Skip navigation

Greiner Bio-One is a global supplier of high-quality laboratory products with more than 1,800 employees and 23 subsidiaries, including production sites in Austria, Brazil, Germany, Hungary, the United States and Thailand. The company develops biotechnology, diagnostics and medical devices, and its BioScience division ranks among the leading providers of specialist products for the cultivation and analysis of cell and tissue cultures.

 

With such a large, diverse and dispersed business, it’s not easy to stay on top of individual customer relationships or manage every single lead, opportunity and interaction worldwide. That’s why Greiner Bio-One decided to adopt Aurea CRM’s comprehensive customer relationship management solution a few years ago.

 

We recently chatted with Ingrid Lamperstorfer, who manages the company’s CRM & EDI initiatives, to learn more about their experience in advance of her presentation at the upcoming Aurea Experience 18 conference in Munich.

 

 

Aurea: How long has Greiner Bio-One been using Aurea CRM?

 

Ingrid: Previously, we used two different CRM tools – eSales and SugarCRM – in just a few countries, so our sales teams were not well-connected. About four years ago, the managing director of our UK subsidiary, Tom Woods, initiated a project to look for a new CRM system that could span the entire organization. The team evaluated nine software vendors, looking for a CRM solution which would both meet all our key workflow scenarios and be configurable to facilitate local operational requirements. We chose Aurea CRM and are rolling it out across Greiner Bio-One.

 

Currently we have around 300 active users in the U.S., United Kingdom, Germany, Netherlands and Belgium, and are in the process of rolling out Aurea CRM to our operations in France and Austria this year. We’ll add eight more countries going forward, with our total user base anticipated to be around 500 people.

 

Aurea: How do your sales reps use Aurea on a daily basis?

 

Ingrid: Our representatives use Aurea CRM as the cornerstone of their day-to-day administration. They can do their activity planning and visit reporting, create new contacts and organizations, assign interests, as well as enter offers in the system and order product samples for customers. All of this relevant customer information is therefore captured in Aurea CRM, where it is then available to a range of interested colleagues, such as line management, product management and marketing departments.

 

Aurea: Do you use any other solutions from Aurea Software?

 

Ingrid: Yes, we started using Aurea Campaign Manager for our email marketing at the end of last year. So far, we’ve done the initial integration with Aurea CRM. Its new user interface is modern and up-to-date, and the product roadmaps both look very promising. We look forward to more seamlessly connecting the two systems as we continue expanding our marketing programs.

 

Aurea: What do your sales reps like best about the CRM software?

 

Ingrid:

For them, it provides high visibility of key information and easy access to everything they need to know in order to prepare for a meeting -- including current and historical pricing, invoice and customer support activity, status of sample requests and offers, etc. They also have access to the latest sales and support information, as well as helpful marketing information (such as conferences the customer recently attended), so they can follow up appropriately.

 

One Aurea CRM feature we use often is the opportunity module, which is especially helpful with all our public-sector contracts. We can create the appropriate offers in the system and track all the information we need for these proposals, including the customer’s pricing requirements. Aurea CRM enables our sales force to see far more customer information than they ever could in the past. 

 

Aurea: What kind of adoption and success are you seeing across the organization?

 

Ingrid: In addition to our sales teams, who make up the majority of our Aurea CRM users, our customer service, marketing, quality control and technical support teams are also now using the solution to both extract data and track and follow up on issues. We are expanding the range of users and user groups as more affiliates go live and we find new opportunities to benefit the business.

 

With our increasing user base, the Aurea CRM platform provides a management tool for the evaluation of either general activities or those of particular interest -- such as activities related to a priority product or campaign. We are currently developing and evaluating our metrics and reporting structures to provide relevant qualitative and quantitative data, as the system and the culture of CRM in this form is still relatively new to many users.

 

Does simultaneously increasing sales, aligning marketing campaigns and improving customer service sound like utopia? Synergy Consultants, a CRM project management consultancy based in Kelkheim and Lüneburg, Germany, achieves exactly this for its clients. Since its first projects dating back to 1999, Synergy Consultants has helped clients gain more customers and build strong relationships with existing ones. They’ve delivered more than 200 value-driven CRM projects and initiatives all channeled through Aurea CRM.

 

In fact, Synergy is hosting an event this week for their customers, and our own Michael Obermaier is honored to be sharing a presentation about use cases and future trends in CX management. If you’re planning to attend, please stop by and tell him hello! In the meantime, to find out more about what Synergy has learned over the years, we recently chatted with their managing partner, Klaus Eichhorn.

 

 

Mark: How long have you been an Aurea partner, and how would you describe your company’s offerings?

 

Klaus: We started as an implementation partner of update.crm back in 1999. When update.crm was acquired, Aurea’s strategy helped us grow our business and our offerings. We have deep expertise in all aspects of Aurea CRM, and we are able to deliver solutions from the earliest touchpoint of the customer journey to every following scenario.

 

Our CRM + Prozesse offerings align processes with efficient software solutions to benefit our customers. We help clients meet their customers’ needs by identifying and addressing relevant customer touchpoints. We provide expertise and tools that help our clients gain new customers and build up strong relationships within their existing customer base, whether through marketing, sales or service processes.

 

Mark: What is your favorite customer story?

 

Klaus: Let me pick out one example. We’ve worked with Stäubli, a robotics and mechatronics company, to improve the sales process. Stäubli is now able to offer specialized services to their customers based on Aurea CRM’s opportunity features. Because they can track the specific needs of each prospect in the opportunity record, their offerings fit much better than before, they’ve increased customer satisfaction and they’ve achieved higher closing rates. In another project, we brought their sales and services together in one system worldwide. This significantly improved cross-team collaboration, which even impacted revenue. Stäubli boosted service revenue with the help of proactive and preventive offerings at the end of machines’ lifecycles at customer sites.

 

We helped Stäubli deploy a global CRM system with Aurea CRM, replacing three different CRM systems in three different divisions. By using Aurea CRM worldwide, they’re experiencing heightened productivity and improved sales metrics. As a global leader in its industry, Stäubli is accelerating its entry into new markets and regions with structured processes and an efficient CRM tool.

 

On the marketing side, we’ve successfully implemented many marketing and promotion processes channeled through Aurea CRM workflows. As a result, our customers in the life sciences and consumer brand industries eliminated Excel work, significantly reduced manual entry and cut time spent on data handling. We also gave these companies better control over their campaign process with automated invitation and response handling. As one outcome, customer satisfaction increased significantly.

 

Mark: What customer experience best practices do you recommend to your clients, based on your extensive experience with our products?

 

Klaus: I always remind people that the more successful CRM implementations are the ones driven by the business. IT is important but cannot play the role of the business. CRM implementations where a C-level sponsor is on board (not all the time – but at a high level) have more speed. And most importantly, there is no successful CRM implementation in the sense of business value and increasing sales where there is no benefit for the user. Forget any initiative that’s all about results without offering real advantages for your day-to-day users.

 

Mark: What do you think are the most important trends enterprises should consider when it comes to digital transformation?

 

Klaus: I would separate between hype and concrete issues that help to improve and accelerate business. To see clearly about this, we recently asked 50 clients about their needs an where they want to concentrate efforts. Here’s what they voted to be their most important issues and interests:

 

Copyright SYNERGY, Lüneburg, Germany, Eichhorn - 2017

We are happy to share Aurea's first CMSwire thought leadership article by our very own Kosheno Moore! Her byline article covers why a company's culture has to be part of the fabric of everyday interactions among employees, and between employees and management.

 

Read The Article Here!

Thought Leadership: Transform Your Corporate Culture With These 5 Proven Steps | Jive Software

Hello!

 

Thank you so much to Kosheno Moore for the warm welcome and lovely introduction! Welcome Jessica Maxson - Customer Advocacy Manager AKA AureaWorks Community Manager

 

I'm so grateful to be part of this incredible team of social collaborators. This truly feels like I'm coming back home to family, as I am a former Jive Customer myself. My affinity for this industry, and most particularly our product, is a passionate one. I figuratively proposed marriage to Jive in my early days as a Community Manager and it seemed to go a bit viral within the community.

 

 

Ultimately, that is the passion that we will continue to harness and evolve into creating a better user experience and generating meaningful engagement within our entire AureaWorks community family.

 

This is an open letter to all customers, near and far - I am here for you! I have an "open-door" policy (or whatever the internet equivalent of that is). Please @mention me, direct message me, or email me with anything on your mind. Questions, comments, concerns, ideas - I want to hear all of it and do my absolute best to utilize that feedback to build a strong partnership with you and continue to evolve AureaWorks into the customer-loving informational experience that it is!

 

I hope very much to see you at Aurea Experience 2018! We'll grab a draft in Munich in November and then take it to the Big Easy in December! As a former Jive customer, to see that these conferences are now FREE TO REGISTER, I think it's an incredible added value from Aurea to our customers.

 

Thank you!

Jessica Maxson

Hello AureaWorks Community,

 

I am very pleased to introduce Jessica Maxson, who has joined our Aurea Marketing’s Communities Team as the Customer Advocacy Manager. We've brought Jessica on board to carry out our new vision of aligning AureaWorks community management with quality customer advocacy program. Jessica’s primary focus will be to work with you on AureaWorks and beyond to build strong working partnerships between you, your business and Aurea.  Jessica will also work closely with Aurea’s cross-functional team to drive relevant customer conversations and requirements internally.

 

Jessica is no stranger to Jive. As a passionate former customer at Bluegreen Vacations, she single handedly managed their internal community powered by Jive for 4-years with successful use case and adoption outcomes.  Jessica has spoken numerous times at JiveWorld, sharing how strong community practices can build meaningful and connected relationships that transcend platforms.  I recall Jessica calling Jive her “work husband” at JiveWorld16 and was very motivated by her infectious enthusiasm.  So it’s no surprise I am thrilled to have such a passionate and visionary individual join our team to manage AureaWorks and start building relationships with you. Please join me in welcoming Jessica!

 

Hello From New Customer Advocacy Manager, Jessica Maxson!

 

Kosheno Moore

Head of Communities

Filter Blog

By date: By tag: