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Customer Story : Centralising Sales & Service Operations with Zoho CRM

Published at 26/12/2025

Company : Nexus Analytics Pte Ltd

Industry : Scientific Instrumentation & Laboratory Solutions

Nexus Analytics Pte Ltd is a regional distributor and service provider of advanced analytical and scientific instruments across Southeast Asia. Established as a dedicated Nexus Analytics entity in 2016, the organisation has expanded steadily through strategic acquisitions and partnerships. With decades of combined industry experience, the group serves a diverse customer base including universities, government research institutions, and private-sector laboratories across Singapore and Malaysia. In addition to equipment sales, Nexus Analytics provides ongoing maintenance, warranty support, and service contracts to making both sales execution and post-sales service critical to business success.

This case study highlights how Nexus Analytics leveraged Zoho CRM to centralise sales and service operations, improve visibility across the customer lifecycle, and strengthen post-sales support through automation and structured workflows.

Business Challenges

Before engaging Firstlink Technology, Nexus Analytics relied heavily on manual processes and Excel spreadsheets to manage sales, customer follow-ups, and service operations. Although an ERP system was in place, it functioned mainly as a back-end accounting system and was only updated after deals were closed.

In 2019, the Sales Team implemented Zoho CRM to digitize sales activities, significantly improving pipeline visibility and deal management. Following the success of the sales implementation, Zoho CRM was extended to the Service Team in 2025, unifying sales and service data on a single platform to improve service efficiency, collaboration, and after-sales support while reducing reliance on manual processes.

This approach led to several operational challenges :

1. Fragmented and Scattered Data

Sales progress, customer interactions, and service records were stored across multiple Excel files managed by different team members.
Data accuracy and consistency were difficult to maintain due to multiple versions of the same information.
Collaboration between Sales teams and Service Engineers was slow and reactive without a shared platform.

2. Limited Management Visibility

Management lacked real-time visibility into sales pipelines, follow-up activities, and service performance.
Sales and service reports were prepared manually, consuming time and delaying decision-making.

3. Lack of Automation

No automated reminders for service contract renewals, warranty expiries, or maintenance schedules.
Service teams relied on manual spreadsheet filtering to identify upcoming renewals.
This occasionally resulted in missed renewal opportunities, causing revenue leakage and customer dissatisfaction.

The Solution : Zoho CRM Implementation

Nexus Analytics engaged Firstlink Technology, an authorized Zoho Partner, to evaluate its business processes and recommend a scalable solution. After a detailed requirement analysis and workflow mapping exercise, Zoho CRM was proposed as a centralized platform to :

Unify Sales and Service operations
Improve visibility across the customer lifecycle
Introduce automation for follow-ups, renewals, and reporting
Support mobile access for Sales Team and Service Engineers Team

Rather than a standard out-of-the-box deployment, the solution was tailored to Nexus Analytics’ sales model, service workflows, and reporting requirements.

Key Usage Areas

1. Sales & Opportunity Management

All potential business opportunities are now managed centrally in Zoho CRM.
Sales teams can analyse deal probability, expected closure timelines, and forecast revenue by quarter.
Management gains full visibility into sales progress, pipeline health, and revenue projections.
Service-related opportunities and service contracts are also tracked within the system, enabling teams to monitor contract periods and service activities efficiently.

2. Service & Instrument Management

Service Engineers record and track all maintenance and service activities directly in Zoho CRM.
Instrument details—including warranty period, service history, and installation location—are maintained in a single, up-to-date database.
Engineers can update service records on-site using mobile devices and generate service reports immediately.
Service reports can be sent to customers immediately, improving response time and professionalism.

3. Dashboards & Reporting

Custom real time dashboards and reports for sales performance, pipeline analysis, and sales activities are automatically generated.
Scheduled reports are distributed via email to internal teams and external stakeholders on a periodic basis.
Service-related dashboards enable management to monitor service workload, response times, and team performance in real time.

Implementation Results & Business Impact

Since going live with Zoho CRM, Nexus Analytics has transitioned from fragmented manual tracking to a centralised, data-driven operating model.

Key outcomes include :

1. Single Source of Truth :

All sales, service, instrument, and customer data is now maintained in one unified system.

2. Improved Cross-Team Collaboration :

Sales and Service teams operate on the same platform, reducing handover delays and miscommunication.

3. Faster Service Activation :

Once a deal is marked as Closed Won, the Service team is immediately notified to schedule installation or service jobs.

4. Reduced Administrative Work :

Weekly and monthly reporting time has been significantly reduced through automated dashboards and reports.

5. Better Customer Experience :

Timely follow-ups, accurate service records, and faster response times contribute to higher customer satisfaction.

Conclusion

By implementing Zoho CRM, Nexus Analytics has strengthened operational efficiency, improved cross-team collaboration, and gained greater control over both sales and post-sales service processes. The platform now serves as a single source of truth, supporting sustainable growth while enhancing service quality and management oversight. It helps growing organizations scale efficiently while maintaining high service standards.

Why Firstlink CRM Is the Smart Choice

At Firstlink, we help Malaysian businesses succeed by implementing and customizing Zoho CRM—one of the most trusted CRM platforms globally. With the Zoho CRM mobile app (free access for all Zoho CRM paid users), your team can log calls, check in at client visits, and manage leads on the go—all from an easy-to-use interface.

Whether you’re an SME or a large enterprise, we tailor your CRM system to align with your specific goals and processes, helping you unlock the full potential of your CRM investment.

If you’re ready to empower your team with real-time access, smarter workflows, and better customer engagement, now is the time to experience the difference with Firstlink CRM. Let’s future-proof your business together—reach out today for a personalized demo.