Case Study: Sennheiser achieves global customer insights and expanded sales & service with SugarCRM

Sennheiser Electronic Hears the Sweet Sound of Sugar Success

Sennheiser, the German audio manufacturer behind microphones, headphones and wireless systems, faced growing pains as global expansion and diverse sales channels exposed the limits of its homegrown, siloed systems. Executives needed a robust, enterprise CRM that would give a globally distributed workforce a unified customer view, support both B2B and B2C channels, integrate with ERP/BI/social tools, expand into service and marketing, and meet data‑security requirements via on‑premise deployment.

Sennheiser selected Sugar and rolled it out to users in 40 countries, integrating with ERP, BI and collaboration platforms and extending use from B2B sales to retail, ecommerce and partner channels. The CRM enabled lifecycle tracking, customer service and marketing workflows, improved sales and cross‑sell opportunities, and delivered actionable insights via mobile access—accelerating results and supporting future social‑media lead generation.

Sennheiser