Transforming Customer Service and Experience with SugarCRM at GECO and Super General
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Headquarters
- Dubai, United Arab Emirates
Business Size
- Mid-to-Large Enterprise
Industry
- 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
GECO is a prominent distributor in the UAE, representing a wide portfolio of consumer electronics and domestic appliances, including global brands such as Samsung, Westpoint, Akai, GLEMGAS, and AUX. It operates under the Albatha Retail & Home Products Group and boasts a robust logistics and service infrastructure.
Super General, also part of Albatha, is a UAE-based ‘own brand’ established in 1987. It offers an extensive range of home appliances and electronics characterized by efficient technologies and stringent quality control.
Both brands share service centers, creating a unified front for customer support and operations.
Challenges Faced
GECO and Super General were experiencing rapid market growth, which exposed limitations in their existing service systems. Key challenges included:
- A hybrid operational model: While backend processes were supported by a solid ERP system, the customer-facing journey remained largely manual.
- Lack of unified customer data: Customers were treated as one-time cases, making it difficult to build lasting relationships or extract actionable insights.
- Information delays and operational silos that hindered field service efficiency.
- Inability to provide real-time updates to customers about service technicians or product repairs/installations.
- Manual field processes that reduced transparency and increased resolution time.
The management team realized the urgent need to shift from fragmented operations to a fully digitized, end-to-end customer service model.
Ambit’s Solution
GECO and Super General partnered with Ambit Software to implement Sugar Serve, a modern CRM service platform tailored for field service management. Ambit played a central role in:
- Implementing Sugar Serve along with its custom Field Service add-on, enabling real-time tracking of technician activity and customer issue resolution.
- Seamless integration with the legacy ERP system, ensuring consistent data flow for service orders, product delivery, and installation records.
- Enabling centralized dashboards for case management, allowing field staff and support teams to access customer insights and case histories on a single screen.
- Providing custom configurations and reporting tools, making it easier to track service quality, common issues, and technician performance.
- Facilitating user training and change management, including workshops and feedback loops to ensure buy-in across field technicians and leadership.
Results Achieved
The deployment of Sugar Serve by Ambit Software delivered measurable improvements within a few months of go-live (April 2023):
- Significant reduction in open service calls, due to improved insights, transparency, and faster issue resolution.
- Automation of call logging and case registration, replacing previously manual and time-consuming processes.
- Reduction in call volumes through self-service capabilities for customers.
- Enhanced technician dispatching with visibility into location, availability, and workload.
- Better data-driven decision-making, including insights into product failure rates and service trends.
- Improved customer satisfaction and trust, thanks to real-time updates and streamlined communication.
Conclusion
GECO and Super General successfully transformed their field service and customer support operations by leveraging SugarCRM’s Sugar Serve platform with Ambit Software’s expertise. The solution bridged the gap between back-office efficiency and front-end customer satisfaction, delivering a scalable, future-ready service model.
With Phase 1 complete, GECO and Super General are now working with Ambit Software to extract more value from the platform and continue their journey toward deeper customer engagement and operational excellence.