Company Profile
BGI Genomics is a global leader in gene technology and precision medicine, founded with the mission of using genomics to benefit humanity. Through over 20 years of talent, research, and industrial accumulation, BGI has built a comprehensive marketing and service network spanning more than 100 countries and all provinces in China. The company provides multi-omics research services and precision medical testing solutions to scientific institutions, enterprises, hospitals, and public health organizations worldwide.
Industry
Healthcare & Life Sciences
Company Size
3,000-4,000
HQ Location
China
Business Challenge
1. Inconsistent Marketing Service Master Data
Customer rules varied across business units, leading to duplicated data, incomplete equipment and asset records, and inaccurate information. This made it difficult to maintain a single, reliable customer view and hindered effective marketing and service operations.
2. Offline Sales Process Management with Scattered Data
Most sales activities were managed through offline spreadsheets and emails, lacking systematic tools for tracking and analysis. This resulted in poor visibility, duplicated efforts, and challenges in meeting performance KPIs for lead conversion and market activity outcomes.
3. Disconnected Pre-Sales, In-Sales, and After-Sales Operations
Business processes were fragmented across different systems with only partial integration, creating gaps between pre-sales, in-sales, and after-sales stages. This caused heavy duplication of work, low efficiency, and difficulties in maintaining a seamless customer experience.
Neocrm Solution
1. Unified Marketing Service Master Data Center
Neocrm built a centralized platform centered on customers, joint laboratories, and assets. This eliminated data duplication, improved information accuracy, and provided a single source of truth for all marketing and service activities.
2. Refined Sales Process Management Online
Sales Cloud from Neocrm digitized the entire sales workflow with systematic lead import, allocation, and conversion tracking. Sales teams gained mobile support for daily operations, enabling faster execution, better performance monitoring, and clear ROI analysis for market activities.
3. Unified Sales-Service Automation Platform
Neocrm bridged pre-sales, in-sales, and after-sales processes into a single automated system. This eliminated silos, reduced duplicated work, and enabled seamless data flow and collaboration across departments for faster, more efficient end-to-end operations.
4. Unified Dealer Collaboration Portal
A dedicated partner portal was established with standardized account and permission management. Dealers gained self-service capabilities for information inquiry, order submission, and updates, while headquarters strengthened communication, target setting, and performance oversight.
Result
Since implementing Neocrm platform, BGI has successfully transformed its global sales and service operations into a highly efficient, integrated digital ecosystem. Fragmented data and offline processes have been replaced by a unified Customer 360 platform and automated workflows that deliver real-time visibility and seamless collaboration across marketing, sales, service, and partner teams.
Market activities now benefit from systematic lead tracking, automated conversion monitoring, and clear ROI control, while sales-service gaps have been eliminated through end-to-end automation. Dealer collaboration has become far more efficient with self-service portals and standardized processes, significantly reducing manual communication and improving partner engagement.
By choosing Neocrm’s flexible and scalable CRM solution, BGI has made breakthroughs in many aspects. In the channel business, the number of manual account applications in OA (previously over 7,500) has been greatly reduced; contract-account matching has cut errors by over 50%; and dealer order submissions (average 3,000+ per year) now save an estimated 18.75 person-days. In service operations, integration with Neocrm has streamlined 6,000+ work orders per year, saving approximately 25 person-days through automated processing and reduced manual entry.
