Brigade Plus achieves 4X RoI with Zoho CRM

Brigade Plus, a subsidiary of Brigade Group specialising in home interiors, has experienced significant growth and customer satisfaction since implementing Zoho CRM. In less than 24 months, the company achieved a 4x return on investment (ROI), according to Ponappa PM, Head of Brigade Plus, expressed their satisfaction with Zoho CRM, who added that it has allowed them to excel as one of the largest full-service stores for interiors in the real estate industry. 

Within just six months, Brigade Plus successfully streamlined their sales operations and simplified customer journeys using Zoho CRM. This CRM solution, provided by Chennai-based firm Zoho, is trusted by over 250,000 businesses across 150 countries. 

Brigade Plus faced operational challenges due to outdated legacy tools that hindered both efficiency and strategic growth. Recognising the need for a transformation in their customer experience stack, Brigade Plus sought a strategic CRM platform. After careful evaluation, they chose Zoho CRM as their preferred platform for customer experience transformation. 

Zoho CRM's user-friendly interface, robust integration capabilities, and customisable features aligned perfectly with Brigade Plus's expectations for customer experience and growth. By combining Zoho CRM with Zoho Creator, Brigade Plus created a simplified system that provided a comprehensive view of customer context, enabling better decision-making at all levels of the organisation, the company said in a statement. 

After a brief initial phase of exploration, a cross-functional team from Zoho took charge of and successfully executed the implementation process, which included integrating both Zoho and third-party systems, all within a concise time-frame of four months. 

According to the company, the integration with Zoho CRM has brought about numerous transformative advantages for the Bengaluru-based company. One notable example is the transition from legacy applications to Zoho CRM, which focused on creating a system that is user-friendly, reducing the learning curve, and encouraging widespread adoption. As a result, the company achieved an impressive 100% adoption rate, which is commendable. Additionally, Brigade Plus experienced a remarkable cost-to-benefit ratio of 1:4, with 70% of the benefits being direct and 30% being indirect. This translates to significant savings and improved operational efficiency, as Ponappa said, "Zoho's 360-degree view has allowed us to provide great value and experiences to our customers." 

The new CRM seamlessly integrated with various software systems, such as SAP Cloud, Razorpay payment gateway, a leading telephony system, team collaboration tools, and customer support platforms. This integration created a unified data ecosystem that is centered around customer operations and facilitated streamlined data management. 

Furthermore, the implementation of the new CRM resulted in the tracking and saving of over 35 hours of routine tasks for each team, leading to substantial time savings. The design team, for instance, saved an average of 4 hours per week on report creation, while the sales team saved 36 hours per month on creating sales reports. The company also highlighted the provision of over 40 interactive dashboards, which provided actionable insights and reshaped sales strategies, ultimately driving revenue generation and supporting data-informed decision-making. 

Despite the complexity of the project, which involved intricate customisations and integrations, the team managed to complete it within a mere four months. This achievement demonstrates the team's agility and scalability. Mani Vembu, the chief operating officer at Zoho Corp., said that the partnership combines technological innovation and strategic thinking, ultimately championing customer-centricity through operational excellence. “It sets a new benchmark, reaffirming our commitment to user-friendly solutions that empower our customers,” he said. 

Going ahead, Brigade Plus aims to fully transition their business operations to Zoho, encompassing all facets from quotation generation and invoicing to payment collection and accounting. Their objective remains centered on delivering a seamless customer journey throughout every operational stage.