The Challenge

Drova faced challenges in optimizing its sales and support processes due to fragmented tools and inefficient workflows. Specific pain points included:

Sales Process Challenges

Sales Inefficiencies: A lack of streamlined processes made it difficult to qualify and manage leads effectively
Disjointed Systems: Their CRM, financial tools (Xero), and customer engagement platform (Braze) were not seamlessly integrated, leading to manual data entry and delays.
Regional Data Silos: Both the UK and AU entities managed sales data separately, creating inefficiencies and a lack of visibility across regions.

Customer Support Challenges

• Customer Support Bottlenecks: Managing tickets without a centralized system limited their ability to provide timely resolutions and build a comprehensive knowledge base for customers.
• Limited Automation: Manual task assignments and follow-ups consumed valuable time, impacting team productivity.
• Scalability Concerns: As the customer base grew, the existing processes could not scale effectively to handle the increased volume of inquiries.

Data Challenges During Migration

• Inconsistent Data: Existing data in their legacy CRM was disorganized, with duplicate entries, incomplete records, and outdated information.
• Data Cleanup Needs: Significant effort was required to clean, validate, and standardize data before importing it into Zoho CRM.

The Solution

To address these challenges, we implemented and customized Zoho CRMPlus solutions tailored to Drova’s unique needs:

Zoho CRM for Sales Optimization

Lead Scoring Rules: Applied lead scoring rules based on the criteria provided by the client to evaluate and prioritize high-quality leads, improving the efficiency of the sales team.

Automation of Workflows: Automated task management and assignment rules, ensuring leads and opportunities were routed to the right team members promptly.

Enhanced Reporting: Created custom dashboards and reports, enabling Sales, Account and Customer Success Managers to monitor KPIs such as conversion rates, lead response times, agent performance and revenue forecasts.

Zoho Desk for Customer Support

• Deployed Zoho Desk to handle ticket management, centralizing all customer queries in one place for faster resolutions.
• Built a comprehensive knowledge base with categorized articles, empowering customers to find answers independently while reducing ticket volume.
• Set up automation for ticket prioritization, categorization, and assignment, allowing the support team to focus on high-impact issues.

Integration Support:

• Braze Integration: Integrated with Braze for customer engagement, enabling seamless data flow and reducing manual efforts.
• Xero Integration: Configured Zoho CRM to enable seamless Quote creation within the system. Automated the creation of Invoices in both Zoho CRM and Xero, ensuring real-time synchronization and error-free financial records.
• CDP Integration: The integration of thier Customer Data Platform (CDP) – Segment with Zoho CRM enabled a seamless flow of enriched customer data across systems. By consolidating data from multiple sources into the CDP and syncing it with Zoho CRM, Drova achieved a 360-degree view of customer interactions.

Data Cleanup and Migration

Data Cleanup: Cleaned, validated, and standardized data to ensure only accurate and relevant information was imported into Zoho CRM. This included:

• Merging duplicate records.
• Correcting incomplete or inaccurate entries.
• Standardizing formats for fields like contact information and deal statuses.

   

Implementation

The project was executed in a phased manner to minimize disruptions and ensure seamless adoption:

1. Requirement Analysis:
• Conducted detailed workshops with Drova’s sales and support teams to understand existing workflows, pain points, and goals.
• Mapped out integration points with Xero and Braze to ensure end-to-end connectivity.
2. Configuration & Customization:
• Configured Zoho CRM and Zoho Desk with regional customizations while maintaining global visibility.
• Built and tested integrations with Xero and Braze, ensuring real-time data flow and error-free synchronization.
3. Testing & Deployment:
• Conducted extensive testing to ensure all workflows, automations, and integrations worked seamlessly.
• Gradually rolled out the solutions, starting with a pilot group to gather feedback before a full-scale deployment.
4. Training & Support:
• Delivered tailored training sessions for sales and support teams, ensuring a smooth transition to the new systems.
• Provided ongoing support to address any post-deployment issues and refine the setup as needed.

Despite challenges such as ensuring data consistency during integrations and migrating existing data from the old CRM system, the project was delivered on time and exceeded expectations.

Sales Process:
Streamlined Regional Operations: Consolidation of sales data into a unified platform provided real-time visibility across AU and UK, enabling better collaboration.

Improved Lead Management: Product-specific lead scoring and automation improved lead quality and conversion rates in both regions.

Enhanced Productivity: Workflow automation reduced manual tasks by 60%, allowing sales teams to focus on closing deals.
Cross-sell / Up-sell: Opportunities that are won are pushed back to Braze for Cross-sell and Up-sell.

Customer Support:

• Faster Resolution Times: Reduced ticket resolution time with efficient automation and centralized management, improving customer satisfaction.
• Global Knowledge Base Utilization: Enhanced customer satisfaction through a well-structured knowledge base.
• Scalable Support Operations: Improved team productivity with automated ticket prioritization and routing.

Integration Enhancements:

• The integration with Segment CDP enhanced lead scoring, segmentation, and personalization efforts while streamlining sales and marketing strategies. The synergy between the CDP and Zoho CRM ensured that the teams have access to accurate, real-time data for efficient customer relationship management.

• The integration of the Marketing Automation suite with Zoho CRM enhanced customer engagement through personalized automation journeys. Sales pipeline progress and CRM data points are used by the Drova team to trigger tailored campaigns, improving communication relevance and conversion rates . The solution streamlined marketing efforts and aligned sales and marketing teams for better customer relationship management.

Faster Quote-to-Invoice Process: Automated workflows reduced processing time by 50%, ensuring accurate and timely invoicing.

Customer Testimony

The team at FI have been very helpful with helping us transition from Salesforce to Zoho CRM. They have helped with a lot of great automation functionality as well.