Case Study

CompuNet Clinical Laboratories

Based in southwestern Ohio, CompuNet Clinical Laboratories is a regional clinical diagnostic laboratory offering a wide array of laboratory testing, ranging from routine screenings to complex molecular diagnostics. CompuNet’s staff is directed by board-certified anatomic and clinical pathologists, and it employs multiple teams of clinical laboratory scientists, technicians, phlebotomists, specimen processors, and laboratory aides. The company serves a wide and diverse network of physicians, hospitals, patients, and insurers, and as a joint venture between Miami Valley Hospital Enterprises, Valley Pathologists, and Quest Diagnostics, CompuNet is also the nation’s largest reference laboratory.

While their testing facilities were among the best in the nation, development of CompuNet’s internal systems had lagged behind as the company grew. Their customer-facing departments — sales and marketing, transportation and courier services, customer service, and quality assurance — operated independently of each other, each with their own sets of customer data and internal workflows.

CompuNet’s line of business also required numerous points of contact with clients across several different departments, resulting in multiple informal and labor-intensive processes for tracking key customer interactions. Data was spread across multiple dedicated databases, with some departments even tracking their customers in Excel spreadsheets. This made it incredibly difficult for these departments to share essential information, a problem that only worsened as the company grew.

Business Objectives

It was clear to CompuNet’s management that the company needed to bring all of their customer-facing systems under a unified customer relationship management (CRM) solution. Given the unique nature of their business, however, a standard CRM implementation simply wouldn’t meet their needs. The new CRM would need to:

  • Automate and standardize their many manual workflows and processes, particularly those relating to sales requests and marketing.
  • Dramatically improve their customer service response times, which were becoming unmanageable due to inefficient — and sometimes even completely undefined — processes.
  • Efficiently manage a large user base of nearly 600 distinct partner and customer organizations, each with their own specific needs, requiring a high level of flexibility within the CRM.
  • Clean and consolidate data from multiple databases, spreadsheets, and other disparate applications into a single, customer-centric system.
  • Share key customer information across departments, providing a “360-degree view” of their customers’ needs.
  • Provide a unified and intuitive user experience, reducing training time while enabling the platform to scale smoothly as CompuNet’s business grew.

After reviewing several enterprise-level CRM platforms, and meeting with many potential implementation partners, CompuNet decided on Chicago-based CRM consulting group Intelestream to build their new system.

Solution

In order to gain a complete understanding of CompuNet’s needs, Intelestream engaged the company’s management and other stakeholders through a Business Process Workshop. This workshop outlined the many requirements and overall business objectives that needed to be addressed for each department.

One of the first challenges was finding the right CRM software to manage CompuNet’s large user base. The system needed to allow for a variety of user roles and levels of access, but also needed to fit within the company’s budget. Intelestream recommended utilizing the SugarCRM Community Edition™ application, a non-licensed, no-cost version of the software that could be inexpensively modified and customized.

The bulk of these customizations involved creating an end-to-end view of customer interactions. This approach would streamline many of CompuNet’s processes while providing new tools for managing sales contacts and accounts. Intelestream also incorporated new project management and support tools, including a customized case-approval process for CompuNet’s QA/Compliance Department that allowed members of the management team to easy approve proposed solutions.

CompuNet also needed access to advanced reporting tools. Instead of opting for an expensive enterprise-level solution, the company opted to use the Intelestream-developed iReports system, which allowed them to track key performance indicators and fulfill their unique analytics requirements.

With the implementation roadmap and design structure complete, Intelestream also assisted with the on-premise deployment of the CRM. This provided CompuNet with a hands-on partner to respond to technical challenges as they occurred.

Business Value Realized

After implementing their unified CRM solution, CompuNet was able to quickly see meaningful results. Key improvements included:

  • The new CRM made sharing data much easier across all departments, improving the sales and marketing team’s ability to follow-up on leads, prospects and customers.
  • The customized user interface gave employees an intuitive, easy-to-use application suitable for users in multiple departments.
  • The efficiency of CompuNet’s QA reporting and departmental workflow processes improved dramatically, switching from labor-intensive manual processes to automated ones.
  • The CRM’s new case management tools and streamlined workflows significantly reduced the time required to close open cases.

As CompuNet’s CRM matured, the company sought to increase and expand the system’s functionality, and wanted to roll the CRM out to more departments. With hundreds of users, however, the costs to transition to SugarCRM’s™ Professional or Enterprise platforms would have been staggering.

Instead, Intelestream proposed an alternative: Intelecrm. This Intelestream-developed product provided many advanced CRM tools at a lower cost, while also retaining the unlimited user model of SugarCRM’s Community Edition™. Further customization on the Intelecrm platform was supported within the product, allowing for extensive code-level development. This increased level of support and functionality made Intelecrm a perfect fit for CompuNet’s needs.

“There was going to be a company-wide initiative with many moving parts. Our primary concern with the implementation of the software was support, administration, and customization of the application. Open-source solutions are nice, but what happens when you get into a jam? Intelestream provided peace of mind that we could get through any challenge with the implementation.” — Allen May, Information Resources Developer at CompuNet

A CRM system can mean anything from a marketing-automation service to a back-end reporting tool. Learn your definition by checking out this informational white paper.