CASF Handles 400 Per Cent More Projects After Switching To Zoho From Salesforce

For more than two decades, CASF Australia has supplied premium surface materials used in some of the country’s most recognisable commercial spaces.

The name might not ring a bell, but you’ve likely seen CASF Australia’s work up close. The polished service counters at McDonald’s, the tech-forward Qantas check-in counters, the customer service desks at Woolworths and the front desk at KPMG all carry the CASF touch. Across Sydney Airport to Westmead Private Hospital, CASF’s surface solutions help shape the look and function of spaces people use every day.

Behind those installations, however, sits a complex sales and supply operation. CASF works with architects and designers across long project cycles while also fulfilling direct customer orders, creating an additional layer of complexity.

From Basic Spreadsheets To Automation

As the business grew, the team recognised that their existing systems were not keeping pace with the demands of a fast-moving construction and design market. That’s when they decided to make a transition to Zoho, which has significantly expanded the scale at which its teams can operate. Where sales representatives previously managed between 10 and 20 projects at a time, they can now handle up to 50 (2.5x) simultaneously with the support of automated workflows and structured pipelines.

When exploring how to expand their existing CRM, CASF found the implementation cost prohibitively high. That’s when they began searching for an alternative and found Zoho CRM, implemented with the support of Zoho Advanced Partner ASN Business Solutions.

Working with ASN, CASF automated lead capture from its website by connecting Zoho Forms with Zoho CRM. Enquiries, whether for samples, quotes or general information, are now entered into the system automatically and are assigned to the right team. From there, confirmed orders trigger notifications to the merchandise team and inventory checks, packing and shipping follow a structured workflow. Customers receive real-time shipping updates throughout.

Getting Operational Insight From Raw Data

The platform also gave CASF something it had been lacking: meaningful data. Sales dashboards now provide live insight into pipelines, purchasing patterns and deal values. When one popular product colour began losing ground to an emerging trend, it showed up in a CRM report, giving the team time to adjust stock levels before it became a problem.

“With Zoho CRM and Analytics, we have real-time visibility into our data,” says Smith. “I spotted a shift in product demand through a CRM report. One of our popular colours was being replaced by a new trend, so I immediately informed our inventory team to adjust stock levels.”

An overnight ERP integration keeps customer sales histories current inside Zoho, so sales staff can walk into any meeting with a complete picture of the relationship.

Building A Foundation For Future Growth

CASF’s transition to Zoho has significantly expanded the scale at which its teams can operate. Where sales representatives previously managed between 10 and 20 projects at a time, they can now handle up to 50 simultaneously with the support of automated workflows and structured pipelines.

Zoho CRM’s accessibility via mobile apps, tablets and laptops has also improved how the sales team works in the field. Sales teams can access CRM data, update records and capture notes during customer meetings, ensuring information flows back into the system immediately.

Since then, CASF has continued to deepen its use of the Zoho ecosystem, rolling out Zoho Desk in August 2025 for customer service management. Moving the team away from fragmented inboxes and email threads has given everyone greater visibility and helped deliver customer solutions faster and more reliably.

For Smith, the platform has already delivered a clear transformation.

“Zoho has been a game changer,” he says. “Data at our fingertips, seamless communication and better decision-making, all leading to stronger customer relationships and business success.”

Last Updated on May 27, 2026 by Nick Ross