Tailored CRM Solution for Rotowash

Rotowash, a global leader in floor cleaning machines for over 50 years, partnered with redk to modernise their operations. Previously, the company relied on outdated, paper-based systems that slowed processes and created inefficiencies.

After implementing SugarCRM with redk’s expert consultancy, Rotowash saw a 700% increase in cash flow availability, a twentyfold rise in cash reserves, and a 500% boost in EBITDA. The new system streamlined operations, improved customer service, and set the company up for long-term success.

We talked to Julian Stone, Managing Director at Rotowash, to further discuss the transformative impact that SugarCRM and redk had on their operations. Watch here.

Operational Hurdles: The Need for Digital Transformation

Before using SugarCRM, Rotowash struggled with slow and inefficient processes. The company depended on paper-based records, creating data silos and making it hard to track customer interactions.

“It would not have been possible without the team at redk. They challenged us to look at our processes, to think outside the box, and to make us consider what was truly possible.” – Julian Stone, Managing Director at Rotowash

Sales and service databases were separate, leading to outdated records and ineffective marketing.  Field employees lacked access to real-time customer data, limiting their ability to provide quick and informed service. Manual workflows for service reports and invoicing caused long delays, affecting cash flow and slowing revenue growth. Without a digital system, decision-making was slow, and the company missed opportunities for improvement.

redk’s Tailored CRM Solution: A Strategic Overhaul

redk introduced SugarCRM to unify sales, service, and administration. The first step was gathering all customer and machine data in one place to build a solid foundation. The system integrated sales and service processes, allowing all teams to access real-time information. 

“redk understood what our problem was and that we were almost two business streams, sales and service, which are completely different and have different processes. It gave me confidence that they could merge the processes so that everybody could work in one place.” – Julian Stone, Managing Director at Rotowash

Since many employees were unfamiliar with digital tools, redk ensured the system was simple and easy to use. We delivered extensive training and rolled out the SugarCRM system in phases to give employees time to adapt. This phased approach to implementation helped teams build confidence before moving to more advanced features.

Measurable Success and Business Impact

The transformation delivered immediate and measurable results. Customer service improved, as sales teams could access complete service histories before speaking with clients, allowing for more informed and personalised interactions. Service reports were digitised, cutting the billing process from weeks to hours. Sales quotes, which once took days, were now sent on the same day, making the sales process faster and more efficient.

The financial performance saw dramatic gains. Cash flow availability increased by 700% as invoicing and payments became faster, and cash reserves grew twentyfold due to these improvements. EBITDA rose by 500% as processes became more efficient and costs were reduced.

Rotowash maintained high productivity with a smaller team, increasing efficiency without sacrificing service quality. Digital marketing also improved, as better data segmentation led to more targeted and effective campaigns.

“I truly believe that we offer better customer service to our customers now because of the CRM system. The CRM system is now central to everything that goes on in the business. Everyone is a user, and everyone uses it every day.” – Julian Stone, Managing Director at Rotowash

Rotowash successfully transitioned to a digital-first business model with redk’s guidance. SugarCRM improved daily operations, positioned the company for sustained growth, and demonstrated the power of digital transformation. This case highlights how strategic planning, commitment to change, and the right technology partner can drive long-lasting business success.

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