PUTTING LIFE ON AUTOMATIC

John Millis

IT Development Director

Cells4Life

@Cells4Life #SugarCon

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Cells4Life and Sugar

• First private company in UK to provide umbilical stem cell collection and storage

• Customers: Expectant parents• Founded in 2002 by doctors and scientists• Formerly used ACT for contact management• Launched Sugar: February 2012• More than 20,000 client contracts • Partner: EnableIT Sugar UK Technologies Ltd

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Why did we need a CRM?

• To enable deeper cross-departmental collaboration through process automation

• To centralize and secure customer-specific documents

• To increase information access and sharing while still complying with industry regulations

• To manage the customer lifecycle and laboratory operations under a single platform to optimize data collection and analysis

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i CRM TO…

“…to develop and integrate with new systems far beyond CRM.”

Implementation

Marketing Automation• Catalog digital interactions and calls• Sends intro email & welcome pack• Ongoing drip marketing campaigns

Sales Automation• Keystroke/click tracking advises sales• Opportunity management

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Many parts working together to power our customer-centric culture• Google: Adwords and

Remarketing• Drupal: lead acquisition via

website…channel for CTA• DCStorm: data analysis• DocuSign: electronic

signature functionality• Xero: invoicing• Eway: online payment

gateway• LSR Barcode: inventory

management using handheld PC scanners that report to Sugar

• DataLabel: printing bar codes, text labels from Sugar records

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One Example:

DocuSign (Customers can eSign Docs)+ Xero (Instant Invoicing of Customer)+Eway (Customer Pays Online)+Sugar (Tracking the Entire Process)=Frictionless Commerce!!!

Putting it all together

Laboratory Information Management System – the envy of health-care institutions!•Automated check-in process and separation of sample and identity data complies with government regulations•Tracks samples and maintains records for 30 years after samples have been stored•Monitors environmental conditions within the laboratory

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Smart Investment

Salesforce/Laboratory Management System = up to $800k!

“We have recreated those expensive laboratory information management systems with something that was bespoke for us for a fraction of the cost. It not only has more functions, but it is more powerful. It is the best laboratory information system I have ever seen, and we have hospitals now asking us if they can use our system.”

- Wayne Channon, Chairman

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Early impact

• Increased Conversions “We convert 20 percent of those who request a welcome pack and 80 percent of those who use the ‘contact us’ form. We have a huge conversion rate.”

• Staffing Smart“The automated solution we now have in place has enabled us to grow without having to invest in office staff to manage documentation but instead invest in our scientists and customer care team.”

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Moving forward with CRM

• International growth– Foundation for the Accreditation of Cellular Therapy

• Increase conversions and sales wins• Expand Laboratory Management Information

System• Offload more regulatory compliance• Improve processes – always look to automate!• Real-time insurance reimbursement applications

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Ideas to Grow On

• Automate everything

• Pass information through the customer lifecycle

• Compliance becomes standard when integrated

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THANK YOU

@Cells4Life #SugarCon