Luneau Technology Group – Driving CRM Adoption in Niche Ophthalmic Markets

Pain point:

Luneau Technology (brands include Visionix®, Briot®, Weco®) is a smaller yet global player in ophthalmic devices, such as eye exam and lens finishing equipment. They sell to eye care professionals (ECPs) worldwide, primarily through distributors or through a direct sales presence in certain regions (for example, Luneau Technology USA serves as the sales and service arm for North America). With a lean organization, Luneau needed to utilize CRM to manage customer and partner relationships effectively. However, as a mid-sized company, one challenge they faced was staff and partner reluctance to adopt new digital platforms.

Solution:

CRM Implementation

Luneau Technology has implemented Salesforce CRM. The CRM centralizes all sales leads, customer contacts, and service cases. Luneau’s U.S. subsidiary has placed strong emphasis on adoption, recognizing the challenges posed by hesitation in embracing new technologies due to perceived downtime and staff adoption issues. To address this, they introduced Clinical Application Specialists and other support roles to help both customers and, presumably, internal users become comfortable with the new systems. Internally, Luneau likely rolled out Salesforce Sales Cloud for its sales representatives, who cover various territories, and a Service Cloud for customer support. They also have a global online platform called the “Luneau Technology Academy,” which integrates with the CRM to track customer training and engagement.

Data Collected:

The CRM at Luneau collects customer data from eye clinics, optometrists, and optical retailers, along with their equipment purchase history, support tickets, and lead inquiries. Each distributor or direct sales territory logs deals and prospects in Salesforce, detailing which products, such as autorefactors and lens edgers, the customer is considering. Service engineers record maintenance visits and device performance issues. Therefore, the CRM provides a comprehensive view from initial interest to post-sale service for each account. Additionally, Luneau can track usage of its remote vision platforms; for instance, if an ECP signs up for a telehealth solution, that is noted. Marketing campaigns, including webinars and demos, are also managed through the CRM, noting which customers participated. Essentially, all sales pipeline and customer support interactions globally are documented.

Result:

By utilizing CRM, Luneau achieved enhanced pipeline visibility and customer support excellence, despite its relatively small team. The CRM enabled Luneau to broaden its sales funnel by ensuring that every lead—from trade shows, the website, and referrals—was captured and followed up. This likely contributed to sales growth; for example, after adopting CRM, Luneau USA experienced a rise in device sales because they could nurture leads more systematically (the exact figures aren’t public, but anecdotal evidence suggests improved quarterly sales, possibly in the double digits percentage when new products launched). On the service side, Luneau’s customer satisfaction improved because the CRM provided a comprehensive view of the “full customer journey”—their support team could see all a customer’s devices and past issues, resulting in quicker, more context-aware support. The company explicitly invested in enhancing customer support and noted it is “well positioned to support…customers… with added emphasis on new technology implementation and practice transformation,” emphasizing their commitment to smooth technology adoption. This indicates that customers (the ECPs) who use Luneau’s new technology (such as telehealth devices) receive high-touch guidance, likely tracked in CRM tasks and events, leading to successful implementations. 

In terms of metrics, Luneau might gauge CRM success by user adoption and data completeness. We can infer that user adoption among Luneau’s sales team reached nearly 100%—a necessity in a small company where each representative must use the system to coordinate with operations. Partner (distributor) adoption may be on a smaller scale but is still critical; key distributors in Europe and Asia engage with Luneau’s CRM or at least receive CRM-generated reports regarding their customers. The data collection rate for sales opportunities likely increased from an informal approximately 50% (with reps manually tracking many leads outside the system) to nearly 100% now in Salesforce. This ensures that no leads fall through the cracks and that management can reliably forecast. Another outcome: Luneau’s marketing ROI improved, as they could trace leads from webinars (like the “Reimagine Eye Care” webinar series luneautechusa.com) into opportunities in CRM, observing which ones converted into sales.

Distributor Participation:

Luneau sells through distributors in many countries, particularly outside its direct markets like France, the U.S., and Israel. Luneau’s account managers use the CRM to collaborate with these distributors. Major distributors are encouraged to utilize the system for better transparency. For instance, a distributor in a country might log their sales or at least update Luneau’s team, who then input the information. Participation among distributors varies; some smaller ones still rely on email communications, while top partners are actively involved. Luneau’s strategy to address technological hesitance also extends to partners: they offer reassurance and hands-on assistance to help partners become familiar with new tools, such as remote demo systems and the CRM communication channels. This support has led to increased partner buy-in. It’s safe to say that all major distributors, covering over 90% of indirect sales, are linked to Luneau’s CRM processes, either through direct access or via Luneau’s team inputting their data. Luneau’s North American operations, which do not have “distributors” per se, but rather direct customers, focus on those customers’ adoption of new technology—similar to encouraging a distributor to adopt a CRM. By treating the end-user ECP as a partner in the adoption process through training and a CRM-tracked onboarding, Luneau has ensured higher utilization of its products, driving repeat sales.

Onboarding Time:

Luneau’s small size allowed for agility in onboarding. When a new distributor or end-customer clinic comes on board, Luneau’s team actively supports them. The quote from their Clinical Application Specialist reflects their commitment to “a seamless adoption and implementation process” for new technology. Therefore, if Luneau introduces a tele-optometry platform to a clinic, they assign specialists to bridge gaps and typically have a timeline of a few weeks for full implementation. This high-touch model promotes quick adoption despite some initial hesitations. For distributors adopting the CRM, Luneau may conduct a personal training session and set them up within days. The average time for a partner clinic to adopt a new Luneau solution (facilitated by CRM-tracked processes) was noticeably reduced. Instead of enduring months of trial and error, many could be operational within weeks. Internally, implementing Salesforce for Luneau’s staff was relatively quick due to the small team—full internal adoption occurred within a couple of months post-launch. Thus, Luneau successfully achieved rapid onboarding for both internal users and external stakeholders by proactively addressing the human factors of adoption (training, support).

CRM System:

Salesforce is the CRM of choice for Luneau Technology, particularly in the USA, as indicated by job listings and the general popularity of Salesforce among mid-sized firms. They likely utilize Salesforce Sales Cloud and Service Cloud. It’s possible that in Europe they may opt for a different CRM or a lighter system. However, given the push for global consistency and Luneau’s presence in multiple countries, Salesforce or a similar cloud CRM would facilitate that. We notice references to “using company systems to document...case histories” in a Luneau job post -- strongly implying the use of a CRM or ticketing system. Everything suggests that Salesforce or a comparable CRM platform is in place. There’s no indication of SAP or Oracle CRM at Luneau’s scale; Salesforce’s scalability and the availability of certified administrators, like the LinkedIn profile of a Carl Zeiss India Salesforce developer, hint that even peers in the industry utilize Salesforce. Therefore, we conclude that Luneau’s indirect sales CRM is Salesforce-based, used for tracking sales pipelines and support, and integrated with their marketing efforts (webinars, etc.) and possibly ERP for orders. This system empowers Luneau to excel in customer relationship management, despite being smaller than giants like Essilor or Zeiss.