MATelec Australia is a leading Australian provider of electrical and control solutions, known for its innovative approach and commitment to customer satisfaction. As the company scaled, it became evident that its existing customer management processes lacked efficiency and visibility, prompting the need for a modern CRM solution.
For years, MATelec Australia’s customer interactions were scattered across individual Outlook inboxes and unstructured phone call logs. This disjointed system required manual management, making it difficult for the team to scale for growth. As Michael Ritchie, Chief Financial Officer at MATelec Australia, said:
“Everything was hidden in Outlook inboxes or phone calls with no notes taken. If a customer called up and spoke to customer service, they would often have to go speak to the sales team to figure out what had happened, then get back to the customer. It was an inefficient and laborious system.”
The problems that MATelec Australia were dealing with went deeper on further investigation. The customer care team relied on a shared inbox, manually sorting inquiries and tasks, but that meant that important information was getting easily lost.
Meanwhile, the sales team, primarily based in Shepparton, was set to expand nationally, requiring a more structured and transparent system to manage a growing, remote workforce. With these roadblocks in place, scaling operations effectively was becoming a major challenge.
Recognising the need for a digital transformation, MATelec Australia partnered with Wild Tech to deploy Microsoft Dynamics 365 CRM. The implementation was strategically phased, ensuring that business operations could continue without disruption. The foundation was first established by upgrading the company’s ERP system to Microsoft Business Central, creating a stable base upon which the CRM could be built. Once this was in place, the CRM rollout began, first focusing on customer service before expanding to the sales teams.
One of the most innovative elements of the rollout was the introduction of a gamification strategy to drive adoption. Sales representatives were assigned scores based on CRM usage, with points awarded for activities such as logging customer interactions, following up on inquiries, and scheduling appointments. This approach not only encouraged engagement but also tied CRM usage directly to performance incentives, ensuring that employees saw tangible benefits from using the system.
“The system is finally starting to work for them instead of them having to put effort into learning it,” Ritchie said. “They can now see that the system is actually providing real benefits and making their lives easier.”
The customer care team saw immediate improvements. Previously, inquiries were manually assigned using a colour-coded folder system, making it difficult to track who was responsible for what. With the CRM, emails were automatically converted into cases, assigned to queues, and tracked through to resolution. This streamlined workflow reduced response times and ensured that every inquiry was handled efficiently.
For the sales team, the CRM provided a structured way to manage their interactions. Instead of loosely planning visits, sales representatives could now pre-schedule appointments, log detailed notes, and set automated reminders for follow-ups. This structure allowed managers to track team activities in real time, ensuring accountability across the board.
“Now they can book their visits, log notes, and next time they go back, they can see exactly what was discussed before,” Ritchie said. “It’s helping them be more structured, and they’re really seeing the benefits.”
With the company’s national expansion, the CRM became an essential tool for overseeing sales efforts and maintaining cohesion across a geographically dispersed team.
Having already undergone the significant challenge of implementing Business Central in collaboration with Wild Tech, MATelec Australia was pleasantly surprised by the smooth rollout of the CRM. Unlike the ERP transition, which required an immediate switch, the CRM allowed for a gradual adoption process. Customer care had to make a hard transition from their shared inbox, but for the sales team, the new system simply became an enhancement to their existing workflow. They were encouraged to explore and experiment with the CRM, making the transition feel more natural.
“With BC, we had to turn everything off and go live overnight. But with CRM, we could ease into it. Sales could just start using it, play around, and if something wasn’t right, it wasn’t a financial document – they could just fix it,” Ritchie explained.
MATelec Australia and Wild Tech used Microsoft Azure DevOps to manage the project, replacing cumbersome Excel spreadsheets with a more transparent and structured workflow. This provided clear visibility into each phase of the project, making it easier to track progress and address any challenges as they arose.
Beyond the operational benefits, the CRM has transformed how MATelec Australia makes strategic decisions. The company now has richer insights into customer interactions, team performance, and overall business trends. With advanced reporting capabilities, managers can analyse case volumes, track sales efforts, and measure customer engagement more effectively than ever before.
For the sales team, the CRM’s gamified approach provides a direct correlation between effort and results. By tracking performance metrics, managers can identify high performers, offer targeted training, and ensure that all team members are working effectively. Meanwhile, in customer care, detailed case tracking allows MATelec Australia to allocate resources more efficiently, ensuring that customer needs are met promptly and comprehensively.
“We’re already seeing richer insights,” Ritchie said. “Now we can track activities, see if they correlate with sales results, and adjust accordingly.”
With the CRM fully operational, MATelec Australia is now turning its attention to marketing automation. The marketing team is evaluating Microsoft Dynamics 365’s marketing capabilities, which would allow them to leverage customer insights for targeted campaigns. This next step aligns with MATelec Australia’s vision of creating a fully integrated customer management ecosystem, ensuring a seamless experience from initial contact through to post-sale support.
“We’re already in discussions with Wild Tech about what’s next,” said Ritchie. “We think Customer Insights is the way forward, but we want to let the marketing team do their due diligence to make sure it’s the right fit for us.”