Volgren adopts AI-driven CRM to boost sales & forecasting
Volgren, the largest manufacturer of bus bodies in Australia, has adopted a new customer relationship management (CRM) platform designed to transform its sales, forecasting, and customer service operations. The move comes as manufacturers across the sector strive to adapt to shifting customer expectations and intensified competition.
Platform adoption
The company has implemented the SugarCRM Precision Selling Platform, which leverages artificial intelligence (AI) and automation to streamline complex sales processes. The move is designed to provide Volgren's sales team with real-time visibility across sales pipelines, improve forecasting accuracy and reduce the time required to progress from quoting to closing deals.
Volgren's adoption includes the Sugar Sell Premier sales force automation tool, alongside integrated modules for advanced forecasting, analytics, productivity features, and data enrichment. The company has also incorporated Mobileforce CPQ, a tool that automates and accelerates the quoting process directly within the CRM environment. The new system is integrated with Volgren's Epicor enterprise resource planning (ERP) platform, enabling a comprehensive flow of information between functions.
Operational efficiency
Volgren reports measurable improvements since implementing the new platform. Early indications suggest that sales and finance teams have achieved significant time savings. Enhanced forecasting and the management of lead times, particularly in parts supply, are among the benefits cited by the company.
With its updated system, Volgren has improved its ability to manage customer cases and monitor its sales pipeline. The company sees this as central to building stronger customer relationships and supporting revenue growth amid increasingly complex B2B sales scenarios.
Sales process changes
Precision selling, as defined by SugarCRM, involves providing sales staff with data-driven recommendations for the next best action in any sales context. This reduces reliance on manual data entry and guesswork, supporting clearer prioritisation of sales opportunities and helping to mitigate customer churn risks.
"By helping Volgren improve RFP readiness and responsiveness, margin control, and customer satisfaction - Sugar is helping us in areas that will drive significant revenue opportunities and competitive advantage - well beyond mere incremental process improvements," said Yuri Tessari, Chief Customer Officer and Head of Strategy, Volgren. "We consider Sugar a true partner in our long-term growth strategy."
AI and automation
The manufacturer's shift to an AI-supported sales environment reflects a broader trend within the industrial sector. Many organisations have continued to rely on outdated CRM systems and manual forecasting methods, but a shift is underway towards digital transformation and connected customer experiences.
"Sales and service leaders need solutions that bring clarity, not complexity, to their jobs," said Adam Frank, Senior Vice President and General Manager for APAC, Sugar. "With smart AI tools designed to supercharge the seller experience with improved prioritization and productivity, Sugar is helping Volgren sales and service reps to be more confident and capable of taking the next best action at any given moment."
