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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

In 2019 Augmented Reality plays a vital role in marketing campaign its new way to engaged user with digital content. Try Augmented Realit...

hill william

Predictions: 9 digital marketing trends for 2019

Read more

We're going to have more agencies than audiences soon!

cartercarter.com.au

JWT's Mirum digital agency ramps up Australian push

Read more

I think the key word here is 'caution' do you really have anything valuable to add. If not silence is a smart approach. Clients are smart...

internetmarketingconsultant

What Australia Day advertising says about brand purpose and cultural leadership

Read more

Latest Podcast

More podcasts

Sign in