Manufacturing CRM Case Study
About Nico Manufacturing
Nico Manufacturing Ltd is one of the world’s longest established manufacturers. Founded in Germany in 1870, the company produced quality metal hinges. In 1932, Nico moved its operations base to the United Kingdom. Since then the company has seen continuous growth, and development of their product range to include the furniture sector, window products and high-performance door hinges.
Today, Nico is a unique designer, manufacturer, and supplier of superior hinges and fittings which are widely used in the UK and exported all around the world.
Nico sells directly to manufacturers, relying on their regional sales managers to create new opportunities, promote the brand and drive sales.
The company’s goal is to become the UK’s leading manufacturer of window and hardware products. With a traditional sales cycle of sales visit, quotation, sampling and follow up, Nico is looking to expand its operations by consistently meeting legal requirements and exceeding customers’ expectations. However, previously, this objective was hindered by a bespoke, cumbersome CRM system that was difficult to access, did not allow shared access and required unnecessarily complicated updating.
As a result, staff was keeping customer information outside of the CRM, causing inconsistent data and difficult staff collaboration. The decision to implement a new CRM system was made.
Researching a New CRM
Before Nico started their search for a replacement CRM, management highlighted current challenges that needed rectifying. As the previous CRM system was difficult to use, it was important that the new system be simple, addressing the key criteria.
Nico searched for new CRM systems online and chose to implement Really Simple Systems due to its simplicity while also providing all the features required. As Really Simple Systems met Nico’s needs and provided great value for money, the company did not consider any other CRM systems.
Using Really Simple Systems CRM
During the onboarding process, Nico has found it easy to learn and manage the new system, using the online tutorials and support. The team found that if they had a specific technical enquiry, they always received a prompt and helpful response from Customer Support.
Really Simple Systems CRM is now used by the sales team to manage daily activities including identifying customers, opportunities, creating call plans, informing staff of activities, arranging tasks, reporting, and to make shared data easy to access.
Since implementation, Really Simple Systems has changed the way staff manages their daily lives. Sales and Marketing Director Ian Harrison explains, “External and Internal sales are now far more aware of each other’s activities and we are able to update information without endless phone calls and emails. Information is available to all and instantly accessible, so if a customer calls any member of staff can now assist.”
“The CRM has helped internal and external sales work together far more closely through the shared use of the system. Time management is now easier with no need for the Area Sales Managers to call the office before every appointment to check on customer information and recent communications. There’s no need for internal sales to check with a regional sales manager every time a customer calls as all details are logged on the CRM.”
Really Simple Systems has become essential to the day to day management of Nico Manufacturing. The company is very happy using the CRM system and plan to use it for the foreseeable future.
“The system is incredibly intuitive and straightforward. For our trade sales business, it is easy to use and manage, provides the information and reports we need, and is accessible from anywhere, on any device!”