CRM system helps manufacturer attain insight into
sales, customers, and its injection-molding business
 Nypro,
Inc., a leading global provider of precision plastics
injection molding, design and engineering services and
related manufacturing solutions – has successfully
implemented a Customer Relationship Management (CRM)
system that gives the company unprecedented insight
into sales opportunities, customer and market trends,
and its own business.
The CRM system provides Nypro for the first time with
a single repository for customer information –
once dispersed across multiple systems and Excel spreadsheets.
“When you have 59 company locations and 43 manufacturing
sites across 15 countries, the need to coordinate information
becomes obvious and pressing,” explains Ken Branham,
Nypro’s Vice President of North American Sales.
As an injection-molding manufacturer with more than
75 Fortune 500 customers, Nypro must collect diverse
customer information from clients spread across many
vertical industries. “We had to pay a lot of attention
to how we would capture all this information to facilitate
reporting,” Branham says. “For example,
we need to record and know everything from precision-variance
allowances and clamping force used in manufacturing
and assembling Dell computer laptops to clean-room requirements
for making a myriad of medical devices.”
Driven by the need to consolidate information and better
understand customers, Nypro defined requirements for
a CRM system and researched possible solutions. After
an extensive review of possible software solutions and
integration vendors, the company opted for both SalesLogix
software and Compulan in Woburn, Mass. Compulan, a veteran
integrator of CRM systems, led the team in the definition
and documentation of the sales process that the system
would accommodate, implemented the software, converted
existing data, created numerous reports, and trained
the sales and marketing staff to enter information and
maximize use of the system. Nypro selected Compulan
for its experience at implementing Sales Force Automation
and CRM systems. “You want to have someone by
your side who understands the business processes and
the technology that make sales automation work.”
Today, the SalesLogix system enables Branham to expand
sales with existing customers. The Sales Vice President
regularly reviews and studies sales forecasts and sales-opportunities
reports generated by the software. “It’s
a lot easier now, with all the information in one place
and on a continuum, to identify and track sales opportunities
as they develop.”
Nypro sales and marketing personnel in North America
regularly enter sales and customer information in SalesLogix.
The system was designed for extensive data capture and
analysis, allowing management to monitor details of
sales people’s performance.
Branham relates that return on investment from the
system has been difficult to quantify, but holds obvious,
intrinsic value. “If we win one large new customer
through the system it’s more than worth the expense.”
Despite a weak economy, sales continue to grow for Nypro,
which reported $728 million in revenue for 2002. In
addition, Branham notes that the CRM system gives sales,
marketing and operational management an accurate, consolidated
“dashboard” into its business, which it
lacked before.
Nypro’s CRM system supports the company’s
formal mission statement: To be the best in the world
in precision injection molding and related manufacturing
solutions, creating value for our customers, employees
and communities. “You can’t get there without
sales,” says Ken Branham, “and the CRM system
makes it easier than ever for Nypro to fulfill its mission.”
For more information about this or other success stories,
contact Compulan.
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