Group Bayport manages scale with a better helpdesk and CRM

Yard signs and convention booths have one thing in common: They need a reliable vendor to produce signage. Group Bayport provides signage and design services for residential and business clients, growing from a small startup to a multimillion-dollar business with over 10,000 products in its portfolio. Rapid growth made managing customer support inquiries across multiple channels increasingly complex. Relying on Excel to manage sales efforts had left the sales team without an efficient way to track and nurture leads across the company’s five global sales regions.

To streamline customer interactions across call, chat, and email—and improve productivity internally—Group Bayport needed to create a unified view of the customer for its sales and support teams. A centralized and complete view of the customer journey would not only strengthen support experiences but also provide greater visibility into new revenue opportunities.

To modernize the company’s CRM and helpdesk solutions, Group Bayport implemented Freshdesk and Freshsales, a move that has given support agents more visibility, expanded customer support channels with responsive chat and email, and increased the global sales pipeline to fuel the company’s growth trajectory.

The company

In 2010, Group Bayport, headquartered in Atlanta, launched as a small startup offering signage, design, and print services to residential and commercial clients online. By 2012, the company had expanded operations to Canada, Australia, New Zealand, and the U.K. Today, Group Bayport employs over 2,000 employees, serves over 1 million customers, and operates multiple print and design brands under one umbrella.

The challenge

With separate platforms to manage customer support inquiries from different channels—chat, email, and phone—Group Bayport struggled with fragmented interactions and limited visibility. This contributed to significant productivity gaps and an incomplete view when solving customer support requests. 

“Since we were on different platforms for chat, email, and phone, we didn’t have a holistic view of the customer,” says Tarang Desai, the company’s vice president of customer experience. “This prevented us from delivering a worry-free experience when customers had personalized requests, and it frustrated agents who had to toggle between multiple windows.”

As the organization expanded, it also became increasingly difficult to maintain efficiency across the growing sales team. Sales teams were stuck using manual Excel sheets to track sales activities, which led to leads falling through the cracks and made it difficult to optimize lead management.

With these challenges in mind, Group Bayport began its search for a modern CRM, helpdesk, and sales solutions that would provide an accurate, high-level view of customer requests and sales opportunities for growth.

The solution

After evaluating Zendesk, Zoho, and Salesforce, Desai chose Freshworks for its affordability, personalized support features, and ability to gain a complete view of customer journeys.

By integrating call, chat, and email support communications in Freshdesk, agents eliminated the need to toggle between different screens as they interacted with customers. This change resulted in an instant productivity boost and more accurate customer support responses.

With the Freshsales CRM solution, Group Bayport has improved disorganized lead-tracking activities across multiple sales regions. Not only did the move consolidate customer and sales operations on a single platform, but features like Freshsales’ automatic currency exchange rates have also given leaders a better view of company metrics, revenue growth, and pipeline. “As a B2B business, a trackable customer pipeline is critical,” says Desai. “Freshsales lets us visualize what’s in the pipeline for the entire company.” 

In addition to improving oversight, Group Bayport benefited from several of Freshworks’ AI capabilities, including Freddy AI Copilot’s Tone Enhancer and Summarizer. “With the AI capabilities of Freddy AI, our team has more time to spend on focused work that delivers value, rather than on manual efforts that drain resources,” says Desai. As a business that prioritizes personalization, these features also help Group Bayport maintain consistent brand messaging across all customer interactions.

Impact

Using Freshdesk to unify customer interactions across various support channels and Freshsales to simplify lead management, Group Bayport has significantly enhanced productivity and customer service delivery.

“Agent productivity has soared,” says Desai. “Our teams aren’t wasting time figuring out which channel a customer comes from because we have a complete and holistic view of customer conversations across every channel.”  

The efficiencies gained with Freshworks, built on Neo Platform and powered by AWS, have propelled the company into a new growth phase, enabling it to achieve $120 million in annual recurring revenue and serve over 1 million customers globally. By improving customer support and sales efficiency, Freshdesk and Freshsales have been instrumental in Group Bayport's exponential growth. These solutions have also inspired leaders to pursue additional mergers and acquisitions due to the increased visibility into customer journeys and sales performance.

“Freshdesk and Freshsales have played an enormous role in the upward climb of our company, and we look forward to a continued partnership of success,” adds Desai.