Jayco enhances RV operations through SugarCRM integration

Jayco, Australia's leading manufacturer of recreational vehicles (RVs), is streamlining its sales, marketing, and service operations across its corporate office and 29 dealerships using the SugarCRM platform.

SugarCRM, known for its intelligence-driven sales automation platform, has announced that Jayco is leveraging its technology to enhance relationships with dealers and customers. According to the press release, the comprehensive deployment aims to provide Jayco with robust data insights, improving customer experiences and lifetime customer cultivation.

Jayco, which has crafted over 200,000 Australian-made vehicles, supports its products with 100 authorised service agents nationwide. These agents are trained at Jayco's specialised academy and operate within an extensive network of 29 independent dealerships. The implementation of SugarCRM allows Jayco to capture and leverage customer information more effectively, supporting relationship building and upselling efforts.

To facilitate this transformation, Jayco engaged CRM Strategy to install and configure the Sugar Sell, Market, and Serve modules, which centralise data related to marketing, service, sales, and after-sales activities. This integration helps create a connected workplace and fosters information sharing between Jayco's head office and its dealer network. Paul Western, Director of Training and Change Management at CRM Strategy, commented on the complexity of the project: "Because we were deploying one CRM system across 30+ instances, the job of managing and synchronising data was complex, but easily handled with Sugar." He also noted that Sugar helped navigate additional complexities involving various Goods and Services Tax and sales tax rules for overseas dealers.

The real-time insights provided by SugarCRM benefit multiple departments. Marketing teams gain immediate insights on leads generated by campaigns, while sales teams can identify trending vehicles nationwide and view customers' online product histories. This has enabled sales representatives to approach conversations with greater knowledge, resulting in a seven percent improvement in win rates. After-sales teams also benefit from accessing unified customer histories through a comprehensive dashboard, allowing for more personalised and proactive service. Jayco's head office is further able to improve processes and conversion strategies through real-time insights into dealership pipelines.

Andrew Fogarty, Business Analytics Manager at Jayco, lauded the benefits of the Sugar platform, saying, "Sugar enables us to unify and share data across our networks, gain better insights, and ultimately, sell more caravans." One local dealership, Jayco Adelaide, experienced significant improvements due to the integration. Jade Walsh, Marketing and IT Manager at Jayco Adelaide, detailed the benefits: "Sugar eliminated the need for six different systems. As a result of integrated data, Jayco Adelaide has seen a 50 percent increase in email open rates due to more targeted campaigns."

James Frampton, Chief Revenue Officer at SugarCRM, explained how the platform enhances the overall efficiency of Jayco and its dealership network: "Sugar provides Jayco and its dealership network with complete interaction and purchasing history. This integrated approach ensures better follow-through on customer promises and enhances overall marketing, sales, and service efforts. The Sugar platform makes the hard things easier by improving collaboration among sales, marketing, and service teams to deliver exceptional customer experiences."

This strategic alignment between Jayco and SugarCRM aims to foster a more efficient and customer-centric approach to business operations, ultimately driving growth and customer satisfaction across the Australian RV market.