Case Study: GECO and Super General achieve streamlined field service and improved customer experience with SugarCRM (Sugar Serve)

Enhancing the Customer Experience at GECO and Super General through Process Automation and Optimisation with Sugar Serve, SugarCRM´s Service Solution

GECO and Super General, part of the Albatha Retail & Home Products Group, are leading UAE distributors of consumer electronics and home appliances that share a nationwide service network. Rapid growth exposed weaknesses in their hybrid setup—robust back-end ERP but a largely manual front-end—resulting in fragmented customer records, slow information flow to field technicians and customers, and an inability to treat customers as ongoing relationships rather than one-off cases.

To address this they implemented SugarCRM’s Sugar Serve with Ambit Software’s Field Service add-on, integrated with their legacy ERP and rolled out with strong change management support. The cloud solution delivered single-screen case visibility, automated call logging and smarter dispatching, faster case resolution and a significant reduction in backlog and open calls, while providing richer product and failure insights to drive future improvements and scalable after-sales transformation.

GECO and Super General

Natarajan Arunachalam

Head of Service