Case Study: Rodobens achieves a unified 360° customer view across seven business units with SugarCRM

Rodobens Implements Sugar and IBM to See the Entire Customer Story

Rodobens is a Brazilian conglomerate with seven business units—automotive sales and services, farm equipment, insurance and banking among them—serving consumers and major corporate customers nationwide. Rapid growth left customer data siloed across thousands of touchpoints and more than 100 systems, preventing a true 360-degree view of customers and limiting cross‑sell and lifetime‑value strategies.

To solve this, Rodobens deployed Sugar Enterprise on‑site, integrated with IBM solutions (PureData, Cognos, SPSS, Unica, Silverpop, ODM) and implemented by partner Triscal. Although the project is early, the combined platform is already expected to replace legacy systems, provide a single customer lens for marketing automation and analytics, and unlock cross‑selling and improved margins by making Sugar the unified customer touchpoint.

Rodobens

Samara Brizante

CRM Director