Eurofins MWG Operon Success Story

Business Challenges

  • Replace existing ordering process with global integrated CRM.
  • Customize software to meet needs without paying for an expensive customized solution.
  • Automate orders to save time and provide more accurate data.
  • Find an effective solution that provided flexibility, customization, and robust features at a reasonable cost.


  • Increases customer information and access with one corporate-wide resource.
  • Reduces manual process, saves time.
  • Streamlines processes and improves workflow.
  • Compiles more accurate data for reporting and analysis.
  • Replaces the full-time equivalent of two people in order processing.
  • Saves approximately $100,000 per year.

Eurofins MWG Operon US is an international provider of genomic services established around the core business lines DNA sequencing and oligonucleotides. In 2007 MWG Biotech and Operon Biotechnologies built a joint venture to become Eurofins MWG Operon, the new global leader for oligos and sequencing. The company’s main mission is focused on customer convenience and high quality services in industrial scale for the life science industries and academic research institutions around the world.Since 2006 Soffront CRM has provided one of the companies in the group, Operon, with a complete CRM and order processing solution. Operon’s marketing, sales, and customer service departments are using the software for numerous global activities such as accessing comprehensive customer history records, integrating reports, exploring data mining possibilities, and implementing sales and marketing campaigns.


Choosing the best CRM solution

“After screening approximately ten CRM packages and implementing a detailed evaluation on our top five choices, we selected Soffront,” explained Martin Kunz Chief Technology Officer at Eurofins MWG Operon US. “Soffront fulfilled all of our requirements better than any other solution. Additionally, we enjoyed a pleasant, reliable relationship with Soffront support during the entire evaluation period.”

To provide a complete companywide solution, Operon purchased numerous modules of the Soffront CRM product suite. The modules included customer service, customer portal, marketing automation, direct mail campaign, sales force automation, employee helpdesk, and defect tracking.

According to Kunz, the biggest advantages of Soffront CRM over competing products were its price and flexibility. “Soffront CRM is priced within our budget and is extremely flexible. It provides us with all of the benefits of a standard software package, combined with the flexibility needed to implement all necessary customizations and specifications,” explained Kunz. “The possibilities of the product are amazing.”

Kunz continued, “At installation, we had high expectations for the software. We anticipated that Soffront CRM would have a positive impact on our churn rate, new customer growth rate, and total customer satisfaction. In addition the management and top management was anticipating a tremendously improved system for analysis and decision making.”


Cost saving results

Operon was not disappointed, as money and time saving results came quickly. “After just five months, we had automated 70% of all orders,” Kunz explained. “Previously, we manually mapped everything between our website and our order entry system, which wasted time and money.”

Kunz went on to say that they migrated thousands of accounts to the Soffront system. “We now have much cleaner data for reporting and analysis. The software allows us to save the full-time equivalent of two people in order processing. All total, I would estimate that Soffront saves us approximately $100,000 per year.”