Transforming Field Service and Customer Experience with nexaFIELD powered by SugarCRM
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Headquarters
- Dubai, United Arab Emirates
Business Size
- Mid-to-Large Enterprise
Industry
- Consumer Appliances, Manufacturing, Distribution and Retail
Technologies
“Before using Sugar Serve our processes had gaps and information
delays. We have now been able to simplify our field service
operations and better serve our customers when it comes to
installation and repair services. Since implementing Sugar Serve
our maximum number of open calls has decreased significantly. We
are now able to close calls more quickly due to better insights and
data access, helping us to dramatically reduce the backlog.”
— NATARAJAN A.,
Head of Service, GECO and Super General
The Client
As demand for efficient service delivery surged in the competitive consumer electronics and appliance market, GECO and Super General—key entities under the Albatha Retail & Home Products Group—faced growing operational challenges. Manual workflows, disconnected systems, and a lack of real-time visibility hindered their ability to deliver seamless customer experiences. Recognizing the need for a comprehensive transformation, both brands partnered with Ambit Software to implement SugarCRM’s Sugar Serve, a robust and purpose-built platform for field service excellence.
Challenges Faced
As the businesses scaled, GECO and Super General encountered significant operational inefficiencies that impacted customer satisfaction and field service performance:
- Fragmented service processes: The backend was managed by an ERP system, but customer-facing processes were largely manual, leading to delays and inconsistencies.
- Lack of unified customer data: Disconnected records meant customers were treated as isolated cases rather than long-term relationships.
- Operational silos: Limited visibility across departments hindered collaboration and slowed issue resolution.
- Manual field service management: Dispatching technicians and updating case statuses involved time-consuming, error-prone steps.
- Customer dissatisfaction: Clients had no way to receive real-time updates on service status or technician ETA, eroding trust and transparency.
The leadership team recognized the need to adopt a comprehensive, digitized service management solution to keep up with growing market demands and customer expectations.
Ambit’s Solution
GECO and Super General partnered with Ambit Software to modernize their service management capabilities using Sugar Serve, the customer service platform from SugarCRM. Ambit led the project from strategy to execution with the following key initiatives:
- Implementation of nexaFIELD & Sugar Serve, Ambit’s custom-built Field Service add-on, enabling real-time technician tracking, location visibility, and faster case resolution.
- ERP integration to ensure seamless data flow across service orders, inventory, deliveries, and installation workflows.
- Unified dashboards and case management screens to provide agents and technicians with complete visibility into customer histories and open cases—all on a single interface.
- Automation of service workflows, including call logging, case creation, and technician dispatching, eliminating time-consuming manual processes.
- Custom reporting and analytics tools to monitor technician performance, service trends, and recurring product issues for proactive management.
- Training and change management, involving hands-on workshops and feedback loops to ensure user adoption across frontline and leadership teams.
Results Achieved
Within months of the platform going live in April 2023, GECO and Super General began seeing significant improvements:
- Reduced open service calls: Real-time insights and automation led to quicker resolution and lower backlogs.
- Streamlined operations: Automation eliminated manual logging and scheduling, freeing up teams for value-added tasks.
- Improved technician efficiency: Dispatching became more accurate and faster, thanks to visibility into technician location, workload, and skillsets.
- Customer self-service: Customers could now track their cases and receive real-time updates, reducing inbound calls and increasing transparency.
- Better decision-making: Access to unified data enabled the identification of product trends, service bottlenecks, and customer behavior patterns.
- Enhanced customer satisfaction: Real-time communication and faster service response led to measurable improvements in customer experience.
Conclusion
Ambit Software’s implementation of SugarCRM’s Sugar Serve platform delivered a robust, end-to-end service transformation for GECO and Super General. By bridging back-office operations with front-end customer interactions, Ambit enabled the brands to offer faster, smarter, and more personalized service.
Today, with the successful rollout of Phase 1, GECO and Super General continue to collaborate with Ambit to extract deeper value from the platform, scale their service capabilities, and drive long-term customer loyalty.