How Sugar Serve Transformed Customer Relations at Walker Fire

Walker Fire is a leading provider of fire and security system maintenance in the UK. As a nationwide operation, the company offers fire safety training and products to a wide variety of businesses, making the process of efficiently managing customer enquiries and customer relations a potentially challenging one. 

With new enquiries and sales increasing year on year, it soon became clear that the company’s existing system for managing new sales and current customer enquiries was no longer fit for purpose. 

The ‘traditional’ approach of communicating with clients – including handling every individual telephone call or email received as a separate entity – coupled with disorganised and cumbersome spreadsheets often led to delays in responding to customer queries. 

Simply put, the lack of a streamlined process to handle customer enquires made it incredibly difficult for the customer services team to monitor and improve response times. It was also hard to keep track of historical client requests. The team needed a centralised system for customer interactions, or risk facing significant inefficiencies in their operations. 

Adopting a Streamlined Approach 

To address the challenge and modernise how it managed customer interactions, Walker Fire collaborated with Provident CRM to implement SugarCRM’s Sugar Serve and Sugar Sell solutions.  

Sugar Serve has become the go-to platform for all Walker Fire’s customer communications. It has allowed the customer services team to transition from manual monitoring of emails and telephone calls to managing enquiries through a streamlined process. The team now has real-time insights and can view each customer request at a glance through a dedicated console. This includes tracing and analysing of all customer interactions – from online chats to support tickets. 

Sugar Sell delivers a smoother sales experience through a centralised hub. This helps Walker Fire consolidate sales generated from engineer service visits, office enquiries, and the field-based sales team. All three sales channels have been seamlessly integrated into a dedicated sales opportunities module within Sugar Sell. Now, the team has a comprehensive view of all sales activities.  

Responsive and Informed Customer Relations 

“We’re always trying to push for new levels of customer service. We want to get back to our customers in a certain time frame or deal with a number of customers within a certain KPI. There are a lot of things that we drive forward in terms of dealing with our customers. Sugar is very, very responsive to our requests, which is probably one of the key strengths of the platform.” 

                                                                                                                                – Mark Jones, Chief Operating Officer, Walker Fire 

 Thanks to a four year-long partnership with SugarCRM, the integration of Sugar Serve has significantly improved how Walker Fire handles customer enquiries. This has resulted in a more efficient and responsive customer service process. 

The introduction of dashboards that display all customer enquiries and conversations has allowed the company to monitor key metrics such as average resolution time on enquiries. It has also achieved a substantial reduction in response times. What’s more, the team now has a better understanding of customers’ needs. 

Future-Proofing for Success 

The adoption of Sugar Serve, in particular, has helped the company overcome the challenges that came from archaic methods of handling customer requests. Walker Fire now has a streamlined approach to customer relations and sales enquiries and is future-proofed for continued growth.  

If you would like to learn more about how SugarCRM can support your business, we can arrange a webinar to show you our services. Alternatively, one of our team would be more than happy to discuss how we can help. 

About the Contributor
Emily Jahn
Emily Jahn Emily is the Content Marketing Manager at SugarCRM with years of experience working in the SaaS industry. Her strong suits include long-form and short-form content creation, SEO-optimized writing, and editorial planning and promotion. When she's not reading, writing, or editing, Emily enjoys everything the outside world has to offer—hiking, camping, backpacking, and most importantly, skiing!