How Port Container Services is finetuning lead management with CRM

Small Australian business invests in local customer relationship management platform

Newcastle-based company, Port Container Services, is proving you don’t need to be big to get value out of customer relationship management.

The 10-year-old company specialises in the conversion of old or decommissioned shipping containers, turning them into everything from site offices and accommodation to dangerous goods storage facilities, which are then sold or leased to a wide range of clients across Australia. The company employs 40 people.

According to Port Containers’ general manager, Steve Byrnes, the decision to invest in CRM was driven by a rise in customer inquiries digitally.

A search of available solutions led Byrnes to pass over more well-established competitors in favour of the small Australian company, Tall Emu.

“Because our industry is fairly niche, we’ve got a large product range, and we deal Australia-wide, I needed something that could be customised,” he said.

Tall Emu is a Sydney-based company that started in 2002 as a custom software developer before consolidating its knowledge into Tall Emu CRM.

According to chief executive and product manager, Mike Nash, Tall Emu’s experience of working with smaller businesses had shown that off-the-shelf CRM products were either too expensive or too basic for that market.

“If the system doesn’t do preciously what the customer wants, we found we were called in to do it for them,” Nash said. “We were extending more and more CRM systems, and after a while we thought we should write our own.

“We are trying to pull big corporate capabilities down into an off-the-shelf package. But the dirty little secret of CRM is unless it is properly implemented, it doesn’t actually work.”

How marketing automation, CRM upgrade is paying engagement dividends for ResMed
Nissan Motorsport revs up sponsorships with CRM

Byrnes said one of the original requirements for Port Containers was that the solution be able to integrate with its QuickBooks accounting solution (the company has since switched to MYOB), but its functionality has been extended significantly.

Byrnes said the partnership with Tall Emu has made a “massive difference” to his business. Nash added Port Containers is typical of many Tall Emu clients.

“A large bulk of our clients are in regional Australia,” he said. “They have never used CRM before, so they are typically using things like Excel spreadsheets and Outlook. But recently we have been winning business away from other CRM companies.”

Nash said Tall Emu integrates with accounting and other business systems, and can be pre-populated with customer data to determine where leads are coming from, making it useful from the outset.

“What our system tried to do is integrate in with all the business systems that people use and it tries to make business owners lives easier,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in