TREET - Case Study

Wed, 10 Dec 2025 13:27:03 +0530

Streamlining and automating business with Zoho CRM

Overview

Treet is a leading brand in the Indian sawn timber market, specialising in both importedand domestic timber. Based out of Kerala, the company is committed to delivering quality by sourcing premium timber and ensuring it is expertly treated and processed to withstand the Indian climate.As the scale of operations increased, managing these leads across different platforms became challenging and inefficient. To streamline lead handling, enhance customer engagement, and strengthen dealer coordination, Treet required a robust CRM system. This centralised platform would serve as the backbone for capturing inquiries, tracking interactions, monitoring sales activities, and supporting back-office processes

Executive Summary

Treet, headquartered in Kerala, is a trusted brand in the Indian sawn timber industry, specialising in both imported and domestic timber products. Renowned for its commitment to quality, the company sources premium timber and processes it to with stand India’s diverse climatic conditions.

With a strong and growing dealer network, Treet generates leads through digital channels and direct inquiries. These leads are then distributed either to authorised dealers or managed internally by Treet’s sales team. While this model helped scale their reach, it also created operational complexities due to the reliance on scattered tools and manual tracking.

Recognising the need for centralised visibility and structured processes, Treet identified the importance of deploying a comprehensive CRM solution. This system would unify lead data, strengthen dealer coordination, improve sales monitoring, and support efficient customer engagement throughout the buying journey.

Problem Statement & Key Challenges
Despite its strong market position, Treet faced significant inefficiencies in managing its growing volume of leads and dealer interactions. Multiple digital channels generated inquiries, but the absence of a centralised tracking system resulted in inconsistent follow-ups, limited visibility, and fragmented communication.
Key challenges:
Unstructured Lead Management A lack of a centralised database, causing delays, missed opportunities, and difficulty in maintaining follow-up discipline.
Limited Transparency in Dealer Interactions Lead allocation to dealers had no clear tracking mechanism, making it difficult to monitor dealer responsiveness, conversion performance, and customer updates.
Inefficient Sales Activity Monitoring Without a unified system, Treet lacked real-time visibility into the pipeline, followup progress, and sales team performance.
Disjointed Customer Engagement & Support Customer queries and service requests were not logged centrally, leading to slower responses and gaps in accountability.
Lack of Actionable Insights Fragmented data prevented leadership from analysing trends, assessing channel effectiveness, and making informed decisions to improve operations.
These challenges collectively hindered productivity, reduced lead conversion efficiency, and created inconsistencies in customer experience, highlighting the need for a robust, scalable CRM solution.

Evaluation of the Problem

To thoroughly understand Treet’s operational challenges and define a solution aligned with their business goals, our team conducted multiple discovery sessions with key stakeholders from both the internal sales team and dealer management network. These discussions helped uncover gaps in lead handling, follow-up processes, dealer coordination, and data visibility.

During these sessions, we analysed the existing workflows, the tools being used, and the pain points experienced by both front-end and back-office teams. Several rounds of meetings were held to refine the understanding of the problem areas and validate the information gathered. As the complexity of the requirements became clearer, multiple iterations of the Scope of Work (SOW) were created to ensure that every functional need was accurately captured and addressed.

This thorough evaluation process allowed us to map the operational bottlenecks clearly, identify the missing system capabilities, and design a CRM solution that fit Treet’s business model, dealer ecosystem, and long-term scalability needs.

Proposed Solution

The proposed solution is a Centralized CRM System designed to address Treet's key challenges by providing a single source of truth for all leads, dealer interactions, and sales activities, ensuring transparency, accountability, and ease of use.

1. Unified Lead Management (The Starting Point)

The system begins with the 'Lead' module, which serves as the central database for all incoming inquiries from multiple channels (website, digital ads, WhatsApp, etc.).

● Centralized Intake: All inquiries are logged here, eliminating fragmented data storage.

● Source Tracking: Each lead is marked with its individual source for effective channel performance analysis.

● Easy Segregation: Leads are easily classified and marked as Customer, Dealer, or Influencer for tailored follow-up strategies.

● Follow-up Discipline: Users can create follow-up tasks directly within the lead record and receive automatic notifications to ensure timely engagement.

2. Lead Nurture and Sales Pipeline Tracking

The CRM is designed to track the entire lead nurture process and manage business proceedings through dedicated records.

● Conversion to Records: Interested prospects are converted into two distinct records:

■ Contact Record: Stores individual contact details.

■ Deal Record: This is the core record for tracking all business proceedings and is used to manage the sales pipeline.

● Dealer Allocation & Tracking:

■ The system pre-stores Dealer information(with the option to add more Dealers).

■ Deals can be easily marked against a specific dealer (in required cases), providing immediate and clear accountability for monitoring their responsiveness and performance.

3. Comprehensive Sales Activity Monitoring

All critical stages of the sales cycle are tracked within the 'Deal' record, providing realtime visibility into the pipeline.

● Quotation Creation: The system provides the facility to create Quotations directly against a Deal record.

● End-to-End Tracking: All stages, from Quotation Negotiation through to Sales Order creation, are comprehensively tracked within the Deal record.

● Conversion Flexibility: Quotations can be easily converted into a Sales Order or an Invoice as required.

● Follow-up Tasks: Users can create follow-up tasks with ease at any point within the sales cycle tracking process.

4. Seamless Digital Channel Integration

The CRM is built for connectivity, ensuring that lead data and communication from key digital channels are captured directly within the system.

● Social Media Integration (via Zoho Leadchain): The CRM can be connected with Zoho Leadchain to automatically enable the collection of lead inquiries generated from social media forms.

● WhatsApp Communication Tracking: Integration with authorized WhatsApp vendors allows for tracking and managing WhatsApp communication directly from within the CRM, centralizing customer support and engagement history. This robust architecture ensures that Treet gains real-time visibility into its sales efforts, improves lead conversion efficiency, and establishes a foundation for actionable business insights.

Implementation

The Zoho CRM solution for Treet was implemented using a structured, phased approach to ensure accuracy, scalability, and smooth adoption across sales and dealer management teams. The entire implementation was completed within 8 weeks, covering requirement planning, solution design, development, integrations, testing, and training.

1. Requirement Planning

Following multiple discovery sessions with Treet’s sales team, telecallers, management, and dealer coordinators, the gathered requirements were consolidated and transformed into a detailed implementation plan.

This planning phase included:

● Translating business workflows (B2C, Dealer, and Internal Sales) into actionable CRM processes

● Defining lead source categorisation, qualification rules, and assignment logic

● Structuring quotation, deal sharing, and SO creation workflows

● Identifying operational inefficiencies caused by the absence of a prior CRM system

● Outlining approval hierarchies and data dependencies

Multiple iterations of the Scope of Work (SOW) were created, refined, and validated with stakeholders to ensure accurate planning and alignment with Treet’s operational realities.

2. Solution Design

A modular CRM architecture was designed to cover both Retail and Dealer operations. This included:

● A structured lead management framework

● Seamless dealer onboarding workflow

● Automated territory and lead assignment mechanisms

● Deal-sharing automation with assigned dealers

● Quotation and Sales Order workflows

● Inclusion of a Warranty Management module (introduced during deviation handling)

Clear role-based access, approval processes, and automation sequences were mapped to ensure scalability and compliance with Treet’s processes.

3. Development

The CRM was built using customised fields, layouts, automation, and workflows that fully digitised Treet’s sales and dealer management processes.

Development highlights:

● Automated lead assignment and follow-up reminders

● WhatsApp-based deal information sharing

● Quotation and Sales Order creation workflows

● Full-fledged Warranty Module

● Dashboards for lead performance, sales tracking, dealer activities, and warranty metrics

4. Integration To ensure seamless connectivity and lead capture:

● Facebook Lead Ads integration via Zoho Lead Chain

● WhatsApp integration through a third-party provider

● Website enquiry sync and Warranty Registration via Zoho Forms

5. Testing (UAT) Comprehensive User Acceptance Testing was carried out to validate:

● Lead assignment logic

● Dealer sharing workflows

● Quotation and SO processes

● Warranty Module performance Feedback from the UAT session were used to further optimise the system.

6. Training Team-wide training sessions were conducted, covering:

● Lead management

● Deal updates

● Quotation and SO handling

● Check-in management

● Warranty workflows

7. Deployment

Post-training, the CRM was deployed in a controlled, phased rollout. A 2-week hyper-care period was provided to support user adoption and resolve any issues encountered.

Additional Requirement / Deviation Handling

During implementation, a significant new requirement emerged:

Warranty Module Addition

A dedicated Warranty module was created to handle the warranties issued out for the purchases. Making use of Zoho Form, individual warranty registration process was handled. Warranty card creation was approved for approved warranty applications.

Implementation Summary

The structured approach ensured the successful rollout of a fully customised Zoho CRM for Treet.

The solution digitised:

● B2C and Dealer sales processes

● Lead management and follow-up

● Quotation and order workflows

● Warranty operations

● Multi-channel lead integrations

The project enabled Treet to shift from manual, disjointed operations to a robust, centralised system that strengthens sales efficiency, dealer coordination, and customer engagement.

Result

The implementation of the customised Zoho CRM solution brought significant improvements to Treet’s sales operations, dealer network management, and customer engagement. By moving from manual methods to a fully digital and centralised system, Treet experienced enhanced efficiency, transparency, and business control across all functions.

1. Strengthened Lead Management & Faster Engagement

With all inquiries consolidated into the Lead Module and automated assignment processes in place, Treet achieved:

● Faster and more disciplined lead engagement

● Improved follow-up consistency through automated reminders

● Higher-quality conversations driven by complete lead history visibility

● More effective telecaller productivity due to streamlined lead allocation

2. Improved Dealer Management & Accountability

The dedicated Dealer workflow brought clarity and structure to dealer coordination:

● Dealers received structured communication through automated deal sharing

● Management gained better visibility into dealer responsiveness and performance

3. Digitised Sales Process & Higher Closure Efficiency

Quotation creation, negotiation tracking, and Sales Order workflows became more seamless:

● The quotation cycle became faster and more standardised

● Sales executives could track and manage deals more effectively

● Management gained a unified view of all ongoing opportunities

● The overall sales pipeline became more predictable and transparent

4. Centralised Multi-Channel Lead Capture

Integrations with digital channels ensured every inquiry was captured accurately:

● Lead data became centralised, eliminating manual entry

● Marketing teams could finally track source effectiveness

● Customer inquiries from all platforms were handled promptly and uniformly

5. Streamlined Warranty Operations

The introduction of the Warranty Module brought structure to post-sales processes:

● Warranty registrations became digital and easier for customers

● Approval workflows ensured consistent back-office handling

● Treet gained visibility into product performance and customer service patterns

6. Enhanced Management Visibility & Reporting

With dashboards and automated reporting:

● Leadership could monitor sales, dealer activity, and performance trends instantly

● Teams developed stronger accountability due to transparent tracking

● Decision-making became more data-driven and less dependent on manual inputs

Overall Business Impact