How Marine Instruments unified Sales and Service with redk

Marine Instruments partnered with redk to centralise customer data and streamline operations with SugarCRM, achieving stronger interdepartmental collaboration, proactive service, and the ability to sustain its 25% annual growth trajectory.

Objetivos

Marine Instruments set out to strengthen growth in a stable and sustained manner while maintaining its leadership position in marine-adapted electronics and sustainable fishing solutions. The project aimed to overcome data silos, improve operational visibility, and align customer service with sales to deliver excellence in both product and support.

Centralised customer data

Create a unified structure to replace fragmented Excel sheets and manual processes.

Cross-departmental coordination

Enable sales and service teams to share customer insights and work as a single unit.

Improved case management

Introduce tools to monitor, categorise, and prioritise service requests.

Proactive sales enablement

Transform support cases and customer requests into business opportunities.

Sustained growth support

Ensure processes and systems could adapt to Marine Instruments’ 25% annual growth rate.

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Desafíos y soluciones

Marine Instruments faced clear barriers that prevented efficient operations and customer-centric service. With redk’s support, these challenges were addressed through a structured CRM transformation.

Desafío

Solución

Desafio

Customer data stored in isolated silos, managed manually in Excel, making it difficult to share or maintain.

Sales had no visibility of incidents in their portfolios, leading to missed business opportunities.

Customer service lacked contextual information to categorise and prioritise requests.

Lack of coordination between sales and service created inefficiencies and reduced quality standards.

Difficulty planning and monitoring commercial activity to the company’s high-quality standards.

Solución

Implemented Sugar Sell and Sugar Serve to centralise customer data, creating real-time access and transparency across departments.
Introduced account segmentation and customer journey modelling to align sales with service insights and identify new opportunities.
Standardised service processes with Sugar Serve, enabling case monitoring, SLA management, and better prioritisation.
Designed a unified commercial operation with integrated workflows and notifications for quotations and order processing.
Developed dashboards, real-time reporting, and analytical control tools to support both short-term and long-term planning.

Resultados

Through close collaboration with redk and the implementation of SugarCRM solutions, Marine Instruments achieved a step-change in customer operations and sales effectiveness. This transformation has enabled Marine Instruments to match its service excellence with the quality of its products, ensuring sustainable growth and global competitiveness.

Enhanced case control

Customer service now monitors open cases in real time, with greater ease in scaling, assigning, and tracking requests.

Increased efficiency

Ticket resolution times were reduced, driving measurable gains in productivity.

Proactive sales enablement

Sales teams now convert support cases into business opportunities, supported by a transparent, centralised customer portfolio.

Improved collaboration

Departments now operate as a single unit, sharing information seamlessly and aligning processes around the customer lifecycle.

Flexible growth support

SugarCRM’s configurability ensures the system adapts to Marine Instruments’ innovation-driven growth and diversification strategy.

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Sobre la compañía

Marine Instruments

Industria

Manufacturing and distribution

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How Marine Instruments unified Sales and Service with redk

Objetivos

Centralised customer data

Cross-departmental coordination

Improved case management

Proactive sales enablement

Sustained growth support

‍

Desafíos y soluciones

Resultados

Enhanced case control

Increased efficiency

Proactive sales enablement

Improved collaboration

Flexible growth support

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