SIGVARIS GROUP has been developing, producing, and distributing medical compression garments for more than 160 years. The company is known for its commitment to patient care and the strength of the medical evidence underpinning its products. To ensure its medical products fit correctly, SIGVARIS GROUP works both directly and indirectly with patients, supporting them through specialist stores, pharmacies, and hospitals.
In 2024, SIGVARIS GROUP launched its ONE CRM project to bring together operations across 12 markets. To enable this transformation, the choice was Salesforce. “With Consumer Goods Cloud as our ONE CRM platform, we can present a unified brand across regions and functions with consistency, trust, and collaboration,” explained Dr. Mahmoud Elghadban, Global Head Commercial Excellence & Medical at SIGVARIS GROUP. “Using Salesforce is helping us break down silos, make data-driven decisions, and improve customer experiences.”
Our Trailblazer Dr. Mahmoud Elghadban on how…
… removing friction to accelerate the ONE CRM transformation
“As a globally recognized brand, SIGVARIS GROUP serves diverse markets through a range of business models — from owned stores to distributors, pharmacies, and e-commerce. This flexibility allows us to respond to local market needs, insurance frameworks, and regulatory environments. As the business has grown, so has the opportunity to further connect systems and data to fully support a seamless, modern customer journey. The next step in our evolution is to reduce complexity, remove friction, and enable teams to work from a shared, customer-centric foundation. With ONE CRM driving this transformation, Salesforce is now our standard platform, bringing sales, medical, and customer care interactions together in one connected view. This unified approach strengthens collaboration, enhances consistency, and empowers us to deliver seamless, high-quality customer experiences in an increasingly digital world.”
…putting the customer at the center is transforming experiences
“Our first Salesforce implementation is now finalized in Switzerland, and we’re starting in Canada next – we’ll eventually roll out Salesforce in all 12 markets. It took just four months to implement, thanks to expertise from our Salesforce partner, Merkle, and the high level of commitment and adoption from our business teams. When choosing Salesforce, we asked each business team for their requirements and then demonstrated multiple solution options – most of them selected Salesforce as it helps them to be more efficient and achieve their goals. Including teams in the decision-making process ensured they were onboard, and as a result, Salesforce has quickly become far more than just a CRM; it’s now a catalyst for transformation, with growing demand from business teams for new automations.
Before adopting Salesforce, key customer insights such as product preferences, fitting considerations, or service requests were often addressed during in-person interactions and not visible to all stakeholders. Today, different teams (sales, medical, and quality management) receive this information in advance, enabling more informed, proactive, and personalized support with full continuity of care.
At the same time, customer care agents can immediately recognize customers when they get in touch, communicate in their preferred language, and access real-time order information. This enhanced visibility creates smoother interactions, elevates the customer experience, and empowers employees to engage with greater confidence and efficiency.
Field sales teams have also transformed their way of working with Salesforce. They will soon start using the Salesforce Mobile App to dictate notes directly into the system as they walk from store to care, and then use Salesforce Maps to find the fastest route to their next destination. It seems simple, but it’s been revolutionary.”
…connected data is driving continuous improvement
“We’re constantly refining our processes, looking at how we can reduce the number of clicks and interactions. For example, we’ve simplified the way we handle and verify measurements for custom-made products as well as in numerous other scenarios. By eliminating two steps from the process, we’ve cut processing time by an hour per person per week without compromising accuracy. With 500 people set to eventually use Salesforce, this time saving will rapidly scale up across the organization.
Data-driven insights are also helping us continuously improve sales efficiency while expanding options for our customers. With the Salesforce rollout, we gained clearer visibility into how orders are processed, allowing us to simplify and digitize the process. Now, with our online business portal, customers can enjoy a faster, more convenient ordering experience tailored to their needs. At the same time, this shift allows customer care teams to focus more on value-adding activities—such as proactive customer engagement and offering innovative solutions—rather than administrative order processing. The result is a win-win: increased internal productivity and a smoother, more flexible experience for our customers, with Salesforce as the foundation of ONE CRM and the ONE SIGVARIS GROUP transformation.
Our needs can change quickly with evolving compliance requirements, new data models, and different engagement channels, but with Salesforce, we can adapt without having to rebuild. This agility and the connections we’re making between people in different regions and functions with Salesforce will support SIGVARIS GROUP as we continue to improve and grow the business.”
