Client
Minimax
Industry
Water / Consumer products
Company size
20+ employees
Services we provided
UI / UX Design
Mobile app development
Custom web development
Technologies
Laravel
Cordova
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The client
Minimax Water Softeners is a producer and distributor of water softeners that don't need electricity to run.
The challenge
After implementing their website, there was a need for a CRM system to collect, manage and organise their leads. This resulted in implementing a custom made CRM application which is accessible via the browser.
The wish of the company was to have a better overview of the status of all the leads, obtain statistics about which regions were performing better and an easy way of sharing customer information between different departments of the company.
Our solution
Our solution was to create a custom web application that could be accessed via the browser, with later on the development of a custom iPad app that was directly connected to the CRM via APIs.
The iPad application has been built in a modular way to show/hide certain features based on the user that is currently logged in. The connection with the CRM is realtime, to ensure no information on the iPad is outdated.
Custom web app to manage leads
The web application has been built from scratch. This allowed us to determine together with the customer the customer journey involved after a customer leaves his/her details via a form on the website.
After somebody fills in their details, a lead is created within the CRM. Some fields are populated automatically based on the behaviour of the customer on the website but also based on the pages that the user visited prior to filling in the form (think of fields like country, language, how interesting the lead is, etc).
The lead is then picked up by calling the customer and filling in the missing fields in the CRM. Communication with the customer can be registered in the customer screen and if necessary e-mails can be sent to the customer from the same screen. The design of the CRM is done in such a way that the operator can focus on 1 task at a time and having a complete overview of the customer one 1 screen without having to open multiple tabs or windows.
The operator also has the option to choose a sales person with which the customer can get an appointment with. The CRM is linked to the Google Calendars of each sales person allowing the operator to easily see which slots are available for an appointment. An appointment is then created from the CRM, creating an event in the respective Google Calendar and automatically also sends an e-mail to the customer with the information about the appointment (and an iCal file to save the appointment in their own calendar).
After this step, the sales person is able to complete the sale by using the iPad app.
No use of paper
The CRM has helped operators to store customer information in a central place allowing all team members to have up to date information about their customers.
Having integrations with third party software like Google Calendar and Google Maps has allowed employees to focus on managing their leads and spending more time with their customers on the phone to offer the extra service, instead of having to spend the time finding, modifying and inserting the correct piece of information.
Having this information online, allowed us to create sales dashboards to give the sales team and the owner more insights on where their customers are coming from, how they're performing financially, how their marketing initiatives are performing and which regions within Belgium need more attention to generate more leads.
iPad app linked to the CRM API
Once the sales person is logged in into the CRM App, he/she only has access to the customers linked to his/her (Google) calendar, this ensures that the sales person quickly finds the customers he/she needs to handle, speeds up the sales process and prevents any mistakes in modifying / entering information into the CRM.
In Belgium, not all regions have good (4G/5G) connection, so the app also supports offline mode. All the information that has been downloaded previously is still available via the app. Changes to the information can be done as if the app is still online. Once the app has connection again, the changes are submitted to the CRM to ensure that no data is lost and the information in the CRM is up to date.
Paperless proposals
The sales persons and the maintenance employees no longer have to print any forms when going to a customer. All the forms are available in the app and can be created via the app.
Is the customer interested in buying a water softener? Then the sales person can follow a couple of steps on the iPad and finish off by showing the proposal on the iPad.
If the customer approves the offer, a signature can be placed via the iPad and the definite proposal is immediately sent to the customer via e-mail in PDF form.
Does the customer need more time to think about it? A proposal link is sent to the customer's e-mail address. The customer can then view the proposal online via his/her own computer and sign the proposal online. Once this is done the proposal is then definite and the final version of the proposal is sent to the e-mail of the customer.
The result
Is very nicely and tightly integrated CRM system which is directly connected to the CMS-system of the website. No external tools are necessary to capture the leads.
Each lead and customer is available within the CRM and is manageable by all the employees that work at Minimax.
The iPad application allows sales persons and maintenance employees to easily retrieve the information they need to do their work, orders are created seamlessly via the app, and the customer always receives a digital version of what is agreed on in his/her e-mail.
This gives Minimax the USP towards its customers in offering them the best service they can in terms of customer support while not having to waste any time on unnecessary administrative tasks.
"The whole process of automating our process hasn't been easy, but the end result has helped us grow in the last couple of years. We can now hire people that improve our customer service, instead of having people do administrative tasks that don't give our customers any added value!"
- Owner
