Case Study: Signify ( Philips Lighting)

Signify Case Study

Signify keep ahead of the competition with a swift, agile, and efficient sales team powered by Opmetrix

Signify is the new company name of Philips lighting and is a global leader in efficient lighting products for professionals and consumers, continues to pioneer the LED lighting systems and services industry.

Signify provide lighting systems for interiors, offices and outdoor settings. They have completed the air traffic control tower of Christchurch Airport and Auckland’s ferry building. They have a comprehensive lighting portfolio with an expert team across residential, commercial industry, public, retail, and hospitality.


With 1,000 store visits completed by the Signify team every month, cutting through the volume of field data to produce effective reporting was a major challenge. Prior to Opmetrix, Signify had limited ability to capture customer data, monitor competitor activity, use real-time sales reports, and team member collaboration was difficult. 

Signify have two main teams; an internal field team and an external team. The external sales team from Long White Cloud Consultancy are specially trained to support Signify’s brand and merchandising activities. Signify had no prior CRM in place, so holistic transparency into customer data proved challenging and adversely affected customer response times.   

The two teams operate as one, with the same objectives and targets. However, management identified the need for increased unity and transparency between the two teams, including improved reporting capabilities to track objectives. 

Monitoring both teams to ensure a seamless customer experience, have more consistent customer service, increase agility, flexibility and responsiveness and ensure they have all access to the right data, were critical components which led to the decision to consider Opmetrix.


Having identified their issues Signify evaluated the capacity needs of the business and seized the opportunity to improve performance across the board by adopting Opmetrix.

Signify’s National Sales Manager, Daniel O’Brien said, “Not being able to accurately capture the data our field teams required was causing a strain on the business. Without a CRM, our team were restricted with the kind of data they needed to collect and to have on hand when dealing with a customer. The volume of store visits our team were completing was compounding the problem, limiting important customer information, hindering team collaboration and resulting in inefficient processes.”

Opmetrix provides automated reporting for enhanced insights daily, weekly and monthly. Signify have been able to centralise many of the sales functions specific to each store or staff member, with management able to use these insights to forecast more accurately on targets and keep up-to-date with marketplace data in real-time.

The field teams can now reduce the amount of data handling and improve efficiencies, with functions such as “Workday”, allowing for easy start and end time reporting, and vehicle logs.

Since adopting Opmetrix in 2018, Signify have dramatically improved transparency, enhanced field team efficiencies, and management reporting capabilities. O’Brien adds, “Being able to see how much your team is spending at each store, analysing customer spend against this and responding quickly when opportunities arise, has made a huge impact on our business. We typically use the 80/20 rule and find that if the team are spending the right amount of time in store and doing quality calls, then we see better sales results.”

Ross Berry, Director of Long White Cloud Consultancy has seen improved collaboration between team members, and significant performance efficiencies since Opmetrix was adopted.


One of the biggest business benefits for the Signify team has been a significant reduction in the time spent dealing with customer issues. The ease in which Opmetrix manages customer data has provided significant benefits. The field team can upload images during each store visit, capturing key information with regards to stocks, promotional activity, share of shelf, and competitor information.

The mobile CRM has also driven team collaboration and enhanced communication, with the team able to quickly contact each other and share their wins and opportunities. The team have been able to exchange successful sales strategies ideas, while driving a healthy competition.  

Opmetrix has delivered significant improvements to the day-to-day running of Signify, with the ability to monitor marketplace data, improve responsiveness, agility, flexibility and has driven sales performance to new heights.