Webbed feet, web strategy
A mobile CRM and accounting solution from Sage is the feather in Luv-a-Duck’s cap...
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Luv-a-Duck is the largest operational duck farm in the Southern Hemisphere. It has distribution centres throughout Australia and export customers in Asia, the Pacific Islands and the Middle East, serviced by 22 travelling salespeople. According to Luv-a-Duck financial controller Frank Pugliese, however, the company’s continued expansion was threatened by its inflexible desk-based computing system, which didn’t support the needs of its employees. Our mobile workforce and geographical spread meant employees couldn’t access up-to-date sales, accounts and inventory data,” he says, “and decision-making was hampered by our inability to easily share information inter-departmentally in real-time.” Luv-a-Duck needed a technology solution that would empower its staff to access and share data, and work as if they were at their desk - from anywhere in the world. And as is typical for an SME, Pugliese says the cost of delivering on this vision was top of mind when seeking a solution. “Private WANs are expensive and we needed to contain our overheads.” Flying to the rescue, Sage solution providers Accelerate Systems, installed the web-based Accpac ERP solution to handle all Luv-a-Duck’s core accounting operations. With its fleexible reporting capabilities, the Sage solution gives Luv-a-Duck decision-makers the ability to transform company-wide data into meaningful information for their individual operations. Information on the move The system’s CRM functionality is also highly valued. “As obvious as it sounds,” says Pugliese, “business growth is all about the customer. Yet in most businesses the focus is on the product and internal processes. We decided to harness the power of the internet to change all that.” Realising the competitive power of giving its salespeople real-time customer data, Luv-a-Duck wanted them to have the latest updates on the success (and specific offerings) of regional marketing campaigns. “It gives them the ability to share with customers their current account status, so they can discuss how best to tailor future strategies and offerings with them. We also needed the call centre and telemarketers to be able to provide more specific customer support and work more closely with the travelling sales teams.” As planning around the concept progressed, Pugliese says the significant benefits of Sage's integrated solution became clear. “It provided all departments – finance, distribution, production, marketing or sales – with critical information that might impact or influence their customer-related activities.” Productivity increase By web-deploying the solution, Luv-a-Duck’s mobile sales force is now able to access up-to-the-minute client records on the road – benefiting its customers by having instant purchasing history information at hand as they make their buying decisions. The company has also improved its telemarketing function, as telemarketers from all offices now have instant access to the central database. “We’re no longer restricted by an inaccessible database or information silos,” says Pugliese. “Sage has given our sales staff the tools to manage client requests quickly, with the confidence that the information they’re referring to is accurate and current.” The system has also delivered more flexibility in Luva-Duck’s decision-making, he says. “As all departments don’t have to be housed in the same building for common information to be shared, it means decisions can be made today rather than at next week’s meeting.” Easy integration For more information on L uv-a-Duck For more information on ACCPAC contact |
June 2004 Luv-a-Duck financial controller Frank Pugliese
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