Burmax Resolves Customer Service Tickets 7X Faster with WPCRM 

Business Challenge

As a decades-old company, Burmax understood the importance of modernizing its business. Specifically, moving away from a pen-and-paper operation to a software-enabled approach that allowed executives, sales reps, and account managers to work more efficiently. They focused their CRM search on solving three key areas. 

Paper and Spreadsheet Reporting 

First, it was difficult to retrieve critical ERP data. They were forced to download reports from Infor ERP into spreadsheets and print them on paper just to get basic sales information. This time-consuming and inefficient process was challenge for the executive team, who needed to quickly see the state of the business daily, all the way through to sales reps and account managers. 

Bad Customer Service 

Secondly, they didn’t have a system to track, monitor and solve customer service tickets. When a customer complaint came in by phone, they used pen and paper, which was incredibly inefficient and often leaving them unaware if an issue was eventually resolved. Worse, it resulted in bad customer service. 

Underserved Accounts 

Lastly, Burmax wanted to ensure all customers were being served by sales reps. During customer visits, outside sales reps would only visit a few customers within a given area. They were unaware that there were other customers nearby they could have visited. Burmax needed better GPS tracking to ensure sales reps maximized each trip. 

The Solution

After evaluating five CRM software options, they partnered with WPCRM to solve their critical needs. 

Easy Access to Real-Time ERP Data  

Because WPCRM is fully integrated with Infor ERP, executives, sales reps, and account managers can immediately see sales data upon logging in each morning. Based on their role, Burmax has configured each team member’s dashboard to display pertinent information they need to see. 

From an executive perspective, Larry Lasher, VP of Implementation, said, “You log in every morning, and you see customers, product groups, categories, trends and how much money are we making. In five minutes, you can see what’s going on.” This has helped the executive team quickly see the information they want in an instant. 

Solving Customer Service Tickets 7X Faster 

By leveraging WPCRM’s Customer Service module, they have a standardized ticketing system, but most importantly, solve issues much faster. Describing the night-and-day difference, Larry said, “We used to spend three weeks to get a ticket resolved; with WPCRM, it only takes us two days.”  

They can now access all critical customer information in one place, see the notes on the ticket, and resolve the issue seven times faster than before. Explaining the feedback he’s received on this new process, Larry mentioned, “This has taken away some of the unbelievable frustration for customers.” 

In addition, by using WPCRM’s automated workflows, Burmax now sends confirmation and shipping notifications, reducing customer service calls by 20%. 

From Problem Solving to Selling 

With a robust ticketing system, Burmax has seen impressive behavioral changes from their workforce. Discussing the impact, President, Steve Scheff said, “Previously, outside sales reps were spending 80% of their time on customer service issues, and only 20% of their time selling. This has now flipped.”  

Burmax is also leveraging WPCRM’s Google Maps integration, which allows sales reps to pull up all their customer locations in one view. Reps can easily look up an account’s location and find other accounts nearby to make the most out of business trips. Explaining the efficiency this brings for reps, Larry said, “When you use the locator, all of a sudden, when you’re not even thinking of a customer, up they come. You can set up your routes and visit 15 to 20 customers instead of 3 or 4.” By using this feature, Burmax’s sales reps can serve 4X more customers on a single trip. 

Results

In addition to solving their three biggest challenges, Burmax also uses WPCRM’s easy-to-use quoting module. “We now have professional-looking quotes going out, and you can verify and modify. From an executive standpoint, we can see if the quote was approved or if it was a loss. We now have a win/loss statement on quotes—something we couldn’t do in the past,” Larry shared. 

With seamless ERP data integration, faster customer service, and efficient tools for sales reps and account managers, Burmax has strengthened both internal processes and customer satisfaction. Discussing how WPCRM can easily connect across all the various systems they use, Steve said, “WPCRM is the middleman and the brain between all of our systems.”