In the manufacturing sector, effectively tracking and managing interactions with customers, suppliers, and business partners is crucial to maintaining sustainable growth.

A CRM (Customer Relationship Management, or Customer Relationship Management System) centralizes data and manages the details of current and potential customers. This system makes it possible to organize all the information relating to customers, sales and opportunities, thus making it easy to follow the journey of the buyer with whom we interact. CRM improves communication with consumers, strengthens customer service, and manages data for sales, marketing, and customer service teams. It is therefore your best ally to manage these numerous interactions.

The advantages of CRM

Like any system, a CRM can offer positive or negative results depending on the user experience. However, most users are not taking full advantage of this powerful tool. The manufacturing industry is vast and encompasses a variety of sectors and business models. A CRM can adapt to each of these models, whether based on a network of distributors, on direct sales to businesses, or on a mixture of both. HubSpot CRM, for example, perfectly meets the needs of these different models.

Here's why manufacturing businesses should consider adopting a CRM:

• Optimizing sales management: CRM makes it possible to monitor the evolution of sales and business opportunities, providing real-time information on current activities, forecasts, and opportunity pipelines. This allows sales teams to better understand customer needs, respond to requests quickly, and seize sales opportunities more easily.
• ‍Ensure follow-ups with customers: CRM makes it possible to track the history of interactions with customers, to know their preferences and to maintain regular communication with them. Often, we send a quote, but we forget to follow up. Imagine the number of missed opportunities!
• ‍Optimizing operational efficiency: CRM centralizes customer and sales data, facilitating collaboration between the various departments of the company. It also reduces manual tasks and errors by automating customer relationship management processes.
• ‍Ensure a follow-up of production and logistics: The CRM can track the status of production and logistics, providing information on inventory levels, delivery times, and pending orders. This makes it possible to better manage the supply chain, minimize delays, and meet customer demands in a timely manner.

Collaborating with technology

‍In manufacturing, it's important for front office teams to communicate easily and centralize data in one place. This is possible thanks to modern technologies.

We are in the 21st century, and while the Excel file has been useful, it is time to use technologies that really make life easier. Limit redundant tasks and avoid the frustration of not finding the information you're looking for. Include dynamic dashboards to make better business decisions based on your customer and operational data.

Marketing, sales, and customer service teams need to function as a cohesive unit. Working in silos no longer has a place today. Standardize internal processes and adopt new technologies to improve efficiency and communication, while mobilizing the humans behind these transformations.

Different manufacturing models and the usefulness of a CRM

The manufacturing industry includes several business models, each with specific needs. Here are some common models and how a CRM can support them:

Engineering to Order (ETO):

In this model, products are designed and manufactured according to the customer's unique specifications. A CRM helps manage complex communications and customer expectations throughout the development cycle, from initial design to final delivery. It also helps keep track of order changes and ensures that all stakeholders are notified of updates.

Another crucial aspect for ETO businesses is the integration of CRM with operational systems such as ERP (Enterprise Resource Planning), MRP (Material Requirements Planning), and CPQ (Configure, Price, Quote). These integrations allow you to:

• Simplifying complex submissions: The CPQ helps generate accurate and detailed quotes taking into account the customer's unique specifications. By integrating CPQ with CRM, customer information and quotes are synchronized, reducing errors and speeding up the submission process.
• ‍Optimizing resource planning: Integration with an ERP makes it possible to centralize financial, logistical and production data, facilitating an overview of operations. CRM provides essential customer data for more accurate planning and better follow-ups.
• ‍Improving material management: With MRP integration, material needs are aligned with customer orders, ensuring that the right materials are available at the right time. CRM provides information on orders and deadlines, improving coordination between departments and a better customer experience through rigorous and automated follow-ups.
  

These integrations create a harmonious technology ecosystem that supports the complexity of ETO projects, thereby increasing operational efficiency and customer satisfaction.

Make to Order (MTO)

‍The products are manufactured once the order is placed. A CRM makes it possible to track each order from receipt to delivery, ensuring that deadlines are respected and that customers are informed of the status of their order.

• Manage production deadlines: Integrating with an ERP helps plan and track production deadlines, ensuring that products are delivered on time.
• ‍Track customer preferences: CRM centralizes information on the preferences and specific requirements of customers, facilitating product customization.
• ‍Optimizing communication: CRM improves communication between customers and internal teams, ensuring that customer expectations are well understood and respected.

Make to Stock (MTS)‍

The products are manufactured and stored before being sold. A CRM can help predict customer demands by analyzing sales trends, which helps to better manage inventory and avoid shortages or surpluses.

• Expect demand: Through the analysis of historical data and trends, CRM helps to anticipate customer needs, allowing inventory levels to be optimized.
• ‍Improving inventory management: Integrating with an ERP and MRP makes it possible to track stock levels in real time and automate restocks, thus reducing storage costs and stockouts.
• ‍Personalize customer interactions: CRM centralizes customer information, allowing for personalized communication and targeted offers, thus increasing customer loyalty and repeat sales.

Assemble to Order (ATO)

‍The components are manufactured in advance and assembled at the customer's request. A CRM makes it easy to manage custom orders, by ensuring that the right parts are available for each order and by coordinating assembly and delivery times.

• Manage configurations: The CPQ integrated into the CRM makes it easy to manage complex product configurations based on customer specifications.
• ‍Improving coordination between departments: Integration with ERP and MRP ensures that all necessary components are available and that the assembly process is optimized.
• ‍Track orders in real time: The CRM provides an overview of current orders, allowing them to track their progress and inform customers of the status of their order.

Mass Customization

‍This model combines aspects of mass manufacturing and customization. A CRM makes it possible to manage the individual preferences of customers and to coordinate production to offer personalized products on a large scale.

• Manage individual preferences: CRM collects and centralizes information on customer preferences, allowing products to be customized based on this data.
• ‍Automate the personalization process: Integration with CPQ makes it possible to automate the configuration of custom products, reducing errors and delays.
• ‍Ensuring consistency and quality: Integration with an ERP makes it possible to monitor production and ensure that customized products meet quality standards.

An integrated CRM with operational systems like ERP, MRP, and CPQ offers a comprehensive solution for managing the various requirements of manufacturing models, thus improving efficiency, communication, and customer satisfaction.

Finally, the customer is often attached to his supplier. With the expansion of virtual business development, a CRM that answers the main prospecting and production questions makes it possible to maintain, organize and centralize information, constituting a significant part of the value of your business.