Cells4Life is a private UK company that provides umbilical stem cell collection and storage. They implemented Sugar CRM in 2012 to enable deeper cross-departmental collaboration, centralize customer documents, and manage the customer lifecycle and laboratory operations. Sugar CRM has helped automate marketing, sales, and laboratory processes. It has integrated with various systems like Google, Drupal, and DocuSign. This has created a frictionless customer experience from lead generation to payment. Sugar CRM has also helped recreate expensive laboratory information management systems at a fraction of the cost. It has increased conversions and allowed Cells4Life to grow without increasing staff. Going forward, Cells4Life aims to use Sugar CRM to support international growth

1. PUTTING LIFE
ON AUTOMATIC
John Millis
IT Development Director
Cells4Life
@Cells4Life #SugarCon

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3. Cells4Life and Sugar
• First private company in UK to provide umbilical
stem cell collection and storage
• Customers: Expectant parents
• Founded in 2002 by doctors and scientists
• Formerly used ACT for contact management
• Launched Sugar: February 2012
• More than 20,000 client contracts
• Partner: EnableIT Sugar UK Technologies Ltd
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4. Why did we need a CRM?
• To enable deeper cross-departmental
collaboration through process automation
• To centralize and secure customer-specific
documents
• To increase information access and sharing
while still complying with industry regulations
• To manage the customer lifecycle and laboratory
operations under a single platform to optimize
data collection and analysis
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5. i CRM TO…
“…to develop and integrate with new
systems far beyond CRM.”

6. Implementation
Marketing Automation
• Catalog digital interactions and calls
• Sends intro email & welcome pack
• Ongoing drip marketing campaigns
Sales Automation
• Keystroke/click tracking advises sales
• Opportunity management
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7. Many parts working together to power
our customer-centric culture
• Google: Adwords and
Remarketing
• Drupal: lead acquisition via
website…channel for CTA
• DCStorm: data analysis
• DocuSign: electronic
signature functionality
• Xero: invoicing
• Eway: online payment
gateway
• LSR Barcode: inventory
management using handheld
PC scanners that report to
Sugar
• DataLabel: printing bar codes,
text labels from Sugar records
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One Example:
DocuSign (Customers can eSign Docs)
+
Xero (Instant Invoicing of Customer)
+
Eway (Customer Pays Online)
+
Sugar (Tracking the Entire Process)
=
Frictionless Commerce!!!

8. Putting it all together
Laboratory Information Management System
– the envy of health-care institutions!
•Automated check-in process and separation of
sample and identity data complies with
government regulations
•Tracks samples and maintains records for 30
years after samples have been stored
•Monitors environmental conditions within the
laboratory
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9. Smart Investment
Salesforce/Laboratory Management System = up to $800k!
“We have recreated those expensive laboratory
information management systems with something
that was bespoke for us for a fraction of the cost. It
not only has more functions, but it is more
powerful. It is the best laboratory information
system I have ever seen, and we have
hospitals now asking us if they can use our
system.”
- Wayne Channon, Chairman
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10. Early impact
• Increased Conversions
“We convert 20 percent of those who request a
welcome pack and 80 percent of those who use the
„contact us‟ form. We have a huge conversion rate.”
• Staffing Smart
“The automated solution we now have in place has
enabled us to grow without having to invest in office
staff to manage documentation but instead invest in
our scientists and customer care team.”
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11. Moving forward with CRM
• International growth
– Foundation for the Accreditation of Cellular Therapy
• Increase conversions and sales wins
• Expand Laboratory Management Information
System
• Offload more regulatory compliance
• Improve processes – always look to automate!
• Real-time insurance reimbursement applications
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12. Ideas to Grow On
• Automate everything
• Pass information through the customer
lifecycle
• Compliance becomes standard when
integrated
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13. THANK YOU
@Cells4Life #SugarCon