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Manufacturing CRM: Case Study of Warmex

How Warmex, Home Appliance Manufacturer is Managing Service & Tickets with Sangam CRM.

Delhi-based Warmex Home Appliances are manufacturers and exporters of Electronic Home Appliances.

With an extensive network of 12000 plus dealers and 100 plus after-sales service providers, Warmex provides quality Home Appliances and after-sales services to its customers nationwide.



Team Size

More than 100



Purpose of Using CRM

Service Management

Initially, Warmex was using excel to manage the majority of its business processes.

As the company’s customer base and product varieties grew, warmex faced difficulties managing services and tickets.

Soon they realised that the system they were using wasn’t enough to address their challenges. And that’s when they decided to switch to a Dedicated Solution to solve their challenges.

Challenges faced by Warmex

Warmex was majorly facing challenges with Service & Ticket Management. They were facing challenges at both Head office & service centre end.

  • The overall time for allocating the customer complaint received on call to the concerned Appliance team was high. This problem, though looks small but had a significant impact on customer satisfaction


  • The Warmex head office team also had difficulties verifying the Appliance’s Warranty for which the customer had raised the ticket.

    As the warranty had a direct impact on the overall service charge, they needed to identify the warranty. But back then, warmex did not had any system to cross-verify the warranties.

    This unavailability to cross-verify the warranty might have resulted in losses if the parts were provided for free even though they
    were not in warranties. 

  • Once the complaint was received, warmex also had trouble allocating the raised ticket to the concerned service centre. And even After allocating the ticket to the service engineer, warmex had no system to track whether a service engineer had responded to a raised ticket.

    As there was a delay in allocating tickets and as there was no system to track the status of tickets, it again impacted customer satisfaction when they did not receive timely service.

  • Now when the service engineer reaches to customer’s place, and if at all he finds any spare parts to be replaced, he had no formal system/means to request head office for the spare parts.

    If there were any system in place, the service engineer would have been able to order the spare parts easily, and this might have affected the overall service time.

  • The Head office had no system to check which spare parts and in what quantity had been requested by the Service Center/engineers.

    Additionally, warmex had No Tracking of whether the spare parts have been sent or are yet to be sent.

    Also, there was no tracking whether OLD Faulty Spare parts which were replaced by service engineers were returned to Head Office or not.

If the data of these things were tracked and available to them, warmex could have pre-stocked or Pre-ordered highly-demanded spare parts from their suppliers. or they might have arranged or made the highly demanding parts available to the respective service centres. This would have major impact on service delivery time.

Situation After Using Sangam CRM & Synapse Telephony

After understanding their key challenges and their implications, we deployed two of our solutions in Warmex. I.e. Synapse Telephony and Sangam CRM.

  • With Synapse’s IVR feature, WARMEX could automatically route the customer’s call easily to the concerned appliance team. This reduced the overall call duration time for ticket generation.

  • Because now Sangam had all the information related to the customer, the concerned Appliance team gets a pop-up of relevant information before/while addressing the customer call. 

  • The customer details available to call agents also include the Warranty details. This allowed agents to quickly verify the warranty status of the customer’s appliance for which the complaint is being raised. 

  • Now, since the HO team had all the data of service centres, they were able to allocate the ticket to the nearest service centre quickly.

  • With the help of Sangam’s OPR Dashboard, they can easily see the numbers of tickets raised customer-wise, area-wise, product wise and Month wise.

  • The HO team can also see the number of tickets allocated to each centre from the same Dashboard. 
  • With the help of Sangam’s report, they can easily identify the average time taken by the service centre to resolve the tickets (Customer complaints). 

  • Since the Service center/engineers also have access to Sangam, they can easily check the number of tickets allocated to them and their respective status. 

  • From the same ticket, service engineers can easily request spare parts. And the request gets reflected in HO’s CRM. This allows the HO team to quickly dispatch the spare parts to the service centre’s location.

  • Since the spare parts are requested from the CRM, service engineers can also check the status of each spare part they have requested, whether it has been dispatched or not. 

  • As the HO team now knows that the service team is requesting the new spare part, they know that the service team has faulty unworking spare parts. And this way, they can easily track the status of the return parts.

  • Apart from these, with the help of Sangam CRM, once the ticket gets assigned to service centres, Engineers immediately get all the information about the customer who has raised the ticket. 

And Customers who have raised the tickets get SMS alerts at different stages. They get SMS while Confirming the ticket, also when their ticket gets assigned to the service centre and also at the time when the service engineer is closing the ticket. 

And that’s how with the help of Sangam CRM and Synapse Telephony, enjay was able to help warmex address their challenges.

India's No 1 Manufacturing CRM

Sangam CRM is for your sales, distributors, and extended sales teams. The Sangam Helpdesk manages Customer Service and maintenance contracts.

Picture of Limesh Parekh
Limesh Parekh

CEO, Enjay IT Solutions

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