Roofing solutions company uses Zoho Flow to optimize their business processes

About the company

For over two decades, Moriarty's Roofing has served Santa Cruz and its surrounding counties with roofing solutions. Their team of 40 members expertly handles everything from gutters and downspouts to skylights and beyond, for both residential and commercial properties. Over the years, they've proudly built a strong reputation in their community.

Bridging the gap between sales and accounting operations

When striving to offer an excellent customer experience, every gear in your operation needs to turn in sync. Moriarty's Roofing realized they could improve their customer service by syncing their sales and accounting operations. Despite having efficient CRM and accounting apps, significant delays and gaps in data sharing were experienced.

For instance, once a deal was marked as won in Zoho CRM, the sales team would manually share the customer's details with the accounting team to create a new customer in QuickBooks. This process was time-consuming, and not an optimal use of their team's resources. The process was repeated when a payment was received against an invoice, with data flowing from the accounting team to the sales team this time.

One possible solution could have been granting QuickBooks access to the sales team, and Zoho CRM access to the finance team. However, this wouldn't address their repeated data entry issue, and it risked unnecessary system access. In search of a more effective solution, Andy Etcheto, CEO of Blungo, and an authorized Zoho Partner, was approached by Moriarty's.

"Even though Zoho CRM and QuickBooks have native integration, the flexibility and robustness that we desired for our needs wasn't offered."

Briana MoriartyHead of HR and Operations at Moriarty's Roofing

Recognizing their need for a tailored, straightforward, and cost-effective integration, Etcheto introduced them to Zoho Flow. The first step involved linking Zoho CRM and QuickBooks, allowing for automatic contact creation in QuickBooks when a deal's status was updated in Zoho CRM. The next step was setting up a flow from QuickBooks to Zoho CRM, which automatically updated records in Zoho CRM when a payment was received in QuickBooks.

Elevating communication efficiency

Communication is key for any organization—especially so for a roofing company. For Moriarty's Roofing, communication is their USP, as it helps them maintain a higher level of customer engagement. From lead capture to solution implementation, they believe in constant updates and engagement.

"Most of our leads come from word of mouth. We need to keep them informed and engaged, from appointment confirmation to installation updates, via messages and emails."

Briana MoriartyHead of HR and Operations at Moriarty's Roofing

When a lead arrives, the team logs it in their CRM and sends a confirmation SMS for a site visit by a sales representative. The team stays in touch with the lead throughout their journey to becoming a customer, updating them via SMS on the progress of their project. This necessitated multiple manual SMS engagements based on the customer's stage.

Etcheto understood that integrating their CRM software (Zoho CRM) with their SMS service provider (RingCentral) would significantly improve their customer experience. He began by establishing a flow where an SMS was automatically sent to the lead via RingCentral, as their details were recorded in Zoho CRM. Subsequently, more flows were created to send SMS updates to the contacts at different stages of the sales funnel. As a result, the company could streamline and automate their SMS communication with their customers.

Computing commissions in real time

Moriarty's Roofing employs an internal sales team, along with sales agents who earn commission on each successful deal closure. The commission calculations were done manually in Google Sheets, using details from Zoho CRM.

Now, with the help of Zoho Flow, this process has been automated. Etcheto created an integration between Zoho CRM and Google Sheets that enables real-time calculation of commissions whenever a deal is won. This has tremendously helped their sales agents track their targets and earnings more efficiently.

Benefits and ROI

"Zoho Flow has been a game-changer for us, streamlining our communication and saving us from laborious manual work. With real-time data syncing, we've transformed our sales process and customer support experience. The time saved is now used to enhance our customer experience."

Briana MoriartyHead of HR and Operations at Moriarty's Roofing

By embracing Zoho Flow, Moriarty's Roofing has harmonized its communication and automated its data-sharing process. The team is now liberated from manual data entry and waiting on colleagues to share necessary information. This has saved them a full working day each week—time that is now devoted to enhancing customer experiences.

"Zoho Flow is a versatile, reliable platform for connecting apps. It has aided Moriarty's Roofing in syncing their apps and systems. Automating manual tasks using Zoho Flow has also ensured data uniformity. The availability of Deluge scripts further enhances the integration power, helping to build comprehensive workflows. These features, coupled with attractive pricing, made Moriarty's Roofing switch from Zapier to Zoho Flow.Zoho Flow has become a cornerstone of their business operations."

Andy EtchetoCEO, Blungo

Moving forward

Moriarty's Roofing utilizes over a dozen applications, like Zoho Desk, Zoho Cliq, Zoho Projects, and Google Calendar. They, along with Etcheto, are now identifying more manual tasks that can be automated using Zoho Flow. Their journey to further process optimization using Zoho Flow is just beginning.