About Sonic Innovations

Sonic is recognised as a world leader in the technical development and supply of hearing devices and hearing diagnostic equipment. They are widely known for having developed patented digital signal processing (DSP) technologies and embedding them in the smallest single chip DSP platform ever installed in a hearing aid.

Visit: http://sonici.com.au/

Rapid growth

With product first shipped in 1998, Sonic has rapidly grown to over 700 employees worldwide with operations in thirty countries. HEARINGLife, the retail arm of Sonic Innovations was founded in Australia over 70 years ago and is now one of the fastest growing hearing provider networks in the world with clinics across Europe and the USA.

New business challenges needed new solutions

With over 48 retail branches and served by over 100 visiting sites throughout Australia, Sonic needed an integrated retail solution that would streamline their business operations.

ABT: “What were the major pitfalls of the old system?”
George D’Onofrio: “There were a number of problems with our old business processes.”

“Our retail branches were using a stand alone local database called ‘Hear-Aid’ located on their desktop PCs that had no integration with Sonic’s Pronto Xi ERP system running Inventory, Manufacturing, Financials and Distribution modules. At the end of the day branches had to upload a batch file with all sales from a ledger POV and it would then be loaded into Pronto – the whole operation was very cumbersome.”

“Our retail branches were using a stand alone local database called ‘Hear-Aid’ located on their desktop PCs that had no integration with Sonic’s Pronto Xi ERP system running Inventory, Manufacturing, Financials and Distribution modules. At the end of the day branches had to upload a batch file with all sales from a ledger POV and it would then be loaded into Pronto – the whole operation was very cumbersome.”

“The prompt settlement of these claims is a key business priority for Sonic. We need to make sure the claims are submitted and any errors are actioned very quickly, but we had no way of knowing if this was happening because they were all using their own localised little database… also a lot of valuable client information was being lost.”

ABT: “So what was the brief to ABT?”
George D’Onofrio: “Quite simply it was clear to us we needed to engage ABT to develop a ‘hearing retail system’. One that would bolt on to Pronto and seamlessly integrate with all of the backend inventory system, financial system, debtors system, etc.”

The ABT solution

Working closely with the Sonic team, ABT developed a customised ‘Hearing Retail System’ module that seamlessly integrates with Sonic’s Pronto ERP systems inventory, manufacturing, accounting, purchasing and sales order entry modules.

ABT used as much of the standard application as possible whilst leveraging product modifications to create competitive advantage for Sonic and solve critical business problems.

With the new HRS now successfully implemented, branch employees are now able to view and enter all customer data from a single screen.

There is now full visibility from branch and head office across branch inventory, stock, replenishment stock, and service calls. Also hearing aids fitted with a ‘satisfaction guaranteed’ trial basis, and retail battery sales, are now easily tracked.

Sales invoices, cash management and e-claims are now performed centrally and reconciled directly into Pronto, eliminating cumbersome manual processes which allow branches more time to focus on the customer and other core retail functions.

Overall the new system not only means more profitable operation for Sonic but also delivers on their promise of excellent customer service.

Recent developments

Sonic recently set up their own Customer Call Centre staffed by 20 agents. ABT implemented the total integration of Call Center customer information into Pronto to track any telemarketing Sales campaigns. This means fulfillment concerning maintenance and renewals are directed to the appropriate local branches automatically. Plus, all customer call histories and notes are easily visible in-branch as part of the single Customer Data screen.

ABT: “How would you describe the feedback from branches so far re the new system?
George D’Onofrio: “We’ve received nothing but positive feedback, especially about the ‘campaign link’. Customer Service Officers (CSOs) find this tool extremely beneficial, as it is easily accessible and enables them to see exactly what has occurred with the client.”

ABT: “Has the business experienced any noticeable benefits from the new system?”
George D’Onofrio: “Previously there was a real break-down in communication between Telemarketing and Branch staff, as CSOs were unable to identify the campaign that prompted clients to call the branches. Now they can easily access the information when required which assists them in providing the best customer service. This is particularly important given the age demographic of our clients, as they tend to ‘forget’ what was said in the letters we send to them.”

ABT: “How was your training experience with ABT?”
George D’Onofrio: “Overall the training was well managed and very comprehensive. We needed training performed one-on-one and to groups nationally, so ABT handled the training sessions via webex and/or Netmeeting.”

ABT: “How did you find the ABT team’s performance during the design and implementation stages?”
George D’Onofrio: “The team at ABT have always been very responsive – we couldn’t be happier with the service we’ve received both during the implementation and after.”

“We have a great relationship with ABT. I can talk about business strategy directly to Andrew Kunce, Technical Director, at ABT; and we can talk directly to the developers at ABT concerning any additions to the system we want included.”

ABT: “Would you recommend ABT to other organisations?”
George D’Onofrio: “Yes, without hesitation.”