FINAL WORD
The company needed a solution that would fit its unique way of attracting customers . Their Google Advertising generated two contacts : People who completed a form and those who called directly .
Standing out among the tough competition is not easy , and having a strategic vision is needed to find a disruptive factor . Over 10 years ago , Anura , an Argentine Telecom company , understood this and applied it by offering companies a cloud-based telephone central solution .
With this , they absorb maintenance and import costs , including the high dollar-to- Argentine peso exchange rate .
To put things in context , in 2011 , you could buy a Chevrolet car for ARS $ 46,000 ( Argentine pesos ). In 2021 , with that same amount of money , you could buy two pairs of Nike sneakers .
With this value offering and advertising strategy , Anura had a problem that many desired : They started to have more and more potential customers . But this caused their lead management methods to become difficult to track and affected their commission scheme .
To adapt to this change , Anura decided to implement tools that would fit their needs .
The beginnings
For Sol Maunier , Commercial Manager at Anura , the tools must adapt to the company ’ s needs . Her experience working in the commercial area of packaging and printing companies helped her form a clear conception of what she needs .
When she arrived at Anura , Maunier realized that she had to work with customers from scratch , both those who came through Google Advertising and those the company went out to find . It allowed them to work until they had almost 4,000 customers .
In the early days of Anura , customer inquiries were held in a shared Excel . Leads were assigned depending on each case , but this method became impossible to manage due to significant backlog prospects .
They endorse open source , so they tried a Customer Relationship Management ( CRM ) of that style . It was not the solution as they depended on the development area to implement new functions and reports . There was little independence .
The company needed a solution that would fit its unique way of attracting customers . Their Google Advertising generated two contacts : People who completed a form and those who called directly . The problem was that 60 % of people chose to call without completing the form , so salespeople had to fill in the information manually .
Customer follow-up was another big problem . They had no way to track the emails they sent so they lacked a record of calls , which affected their commission scheme . On top of this , there were incorrect calls and forms , either looking for another company or a different service . This information also had to be recorded , and it was not possible .
When the number of people calling grew to 80 %, they knew it was time to change .
The solutions to several problems
The first thing they looked for was an accessible CRM with integrated telephony . For Sol , it was urgent to see the record of the calls they exchanged with their customers .
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