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?
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.