Pivotal CRM Case Study - Mold Masters

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Turning Up the Heat:
Mold-Masters extends its global reach with Pivotal CRM

    Customer Details
    • Undisputed leader in “hot runner” molding technology for more than 40 years

    • Manufacturing

    • Needed to improve customer relationships, sales and marketing efficiency
    • Solution had to provide a single set of customer information available to everyone in the company

    • Increased sales without adding new resources
    • Improved accuracy of customer information
    • Reduction in overhead maintenance

    CDC Pivotal CRM

CDC Software | The Customer-Driven Company™                                              CRM Case Study | 1
                 Plastic is everywhere. Through a process known            and cost effectively,” explains Jonathon Fischer,
                 as injection molding, plastic is used to manufacture      Mold-Master’s President.
                 countless different products—from automotive
                                                                           Before Mold-Masters implemented a Pivotal
                 components, medical devices, and electronics to
                                                                           CRM system in the late 1990s, the company had
                 packaging and housewares. The secret behind
                                                                           developed a homegrown database of customer
                 injection molding is heat. Heating plastic is the most
                                                                           contacts. But the solution wasn’t easy for the field
                 common way to mold it into any imaginable shape.
                                                                           sales reps to access because it was located at the
                 But it wasn’t always this way.
                                                                           Mold-Masters headquarters. Business growth during
                 Headquartered in Georgetown, Canada, Mold-                this period made it obvious to sales management
                 Masters employs approximately 1,000 people globally,      that the company needed a central repository for
                 serving customers in more than 40 countries. With         all of its customer contacts and related customer
                                            over 1,600 active patents,     information—a system that could also be accessed
                                            Mold-Masters has been          easily by remote users.
With Pivotal                                the undisputed leader in
                                                                           “We struggled for years trying to make customer
CRM we can                                  “hot runner” technology
                                                                           information accessible to users in the field. We made
                                            for more than 40 years.
handle any of our                           Internationally, Mold-
                                                                           the move to a CRM system because our development
                                                                           costs were getting unreasonable,” explains Fischer.
business processes,                         Masters continues to grow,
                                                                           At the time, the company switched to a contact
                                            building new facilities in
workflows, and                              Asia, collaborating with new
                                                                           management tool to deal with the situation. But
                                                                           it wasn’t really a CRM system that would give
data integration.                           partners, and extending its
                                                                           salespeople the ability to collaborate; it was
                                            reach into new markets.
From a business                             And it relies on Pivotal CRM
                                                                           a stand-alone contact management tool. It wasn’t
                                                                           what they needed.
perspective, users                          to manage its customer
can ask for new                                                            Maintaining a Leading Edge
functionality in the                        Responding                     Mold-Masters wanted to implement a CRM system
                                                                           that would improve customer relationships and
software and we                             Decisively
                                                                           improve sales and marketing efficiency. “We needed
can give it to                              to Change                      something that would enable our field sales reps,
                                                                           sales management, and headquarters staff to work
them quickly. This                          As the plastics
                                                                           from a single set of customer information so they
                                            manufacturing industry
is one of Pivotal                           becomes more global,
                                                                           could support one another,” explains Fischer. “This
                                                                           drove us to look for a better solution. We investigated
CRM’s strengths.                            Mold-Masters’ presence
                                                                           a number of alternatives; Pivotal CRM proved to be
                                            around the world is
Dario Vettor, Director of IT,
                                                                           the most dynamic and flexible solution for us.” Sales
Mold-Masters                                increasing—especially in
                                                                           management and marketing management were
                                            Asia. The use of plastic and
                                                                           both involved in choosing the CRM system; the final
                 engineered materials is increasing around the world,
                                                                           decision to implement Pivotal CRM was made after all
                 which factors into the company’s sales growth. The
                                                                           major CRM packages were reviewed by Fischer and
                 demand for Mold-Masters’ products is driven by the
                                                                           Mold-Masters’ Director of IT, Dario Vettor.
                 fact that they produce plastic parts faster. “Shorter
                 cycle times and reduced waste mean our customers          Mold-Masters is seen as a technology leader in
                 can manufacture injection-molded parts more quickly       the way it supports its customers. “The fact that we
                                                                           implement world-leading technology like Pivotal CRM

                 CDC Software | The Customer-Driven Company™                                                 CRM Case Study | 2
                  simply confirms our commitment to innovation,” says        the Pivotal CRM system, but the company’s vision
                  Vettor. “It shows the industry that we intend to stay on   is to expand the system internationally. They are
                  the leading edge, not just in the technologies we use      currently in the midst of moving to the web-based
                  to build our products, but the technologies we rely on     “rich” client from the Windows client. “We now have
                  to service and support our customers.”                     a strong foundation for rolling out the CRM system
                                                                             to our global sales, service, and support staff, which
                                             Mold-Masters’ CRM
                                                                             includes about 10 other Mold-Masters entities and 30
The fact that we                             vision means making data
                                                                             Mold-Masters agents and representatives around the
                                             accessible so that everyone
implement world-                             can serve customers better,
                                                                             world,” explains Vettor.

leading technology                           whether customers are local     About 20 of the 90 people who access the Pivotal
                                             or in another country. “CRM     CRM system are remote users; they now use Pivotal
like Pivotal CRM                             enables our people to make      SyncStream to exchange customer information
simply confirms                              informed decisions because      with the central database. Data synchronization
                                             they understand the needs       used to be based on Microsoft® Exchange, which
our commitment                               of customers better,”           placed a substantial burden on the company’s
to innovation. It                            explains Vettor. “They know     Exchange server. It also made things difficult for
                                             where to look to understand     the remote sales reps, who sometimes lost data
shows the industry                           exactly what each customer      during exchanges. With the latest HTTP-based
that we intend to                            needs, what we have             synchronization, all remote users now log on to
                                             done with each customer         the company’s network through a VPN connection.
stay on the leading                          historically.”                  “Customer data is exchanged automatically,” notes
edge, not just in                                                            Vettor. “Remote users can even stop the transfer at
                                             Building on a New               any time. When they reconnect, Pivotal CRM picks up
the technologies                                                             where it left off—administration is much easier.”
we use to build our
                                             Mold-Masters has been           Expanding Beyond CRM
products, but the                            using Pivotal CRM since
                                                                             According to Vettor, implementing Pivotal CRM has
technologies we                              1998. When it came to
                                                                             improved the quality of Mold-Masters’ customer
                                             deploying the Pivotal
rely on to service                           CRM system, they were
                                                                             data and has reduced the maintenance overhead
                                                                             associated with managing data access and transfers.
and support                                  on budget; with respect to
                                                                             “With Pivotal CRM we can handle any of our business
                                             the consulting assistance
our customers.                               required, they came in
                                                                             processes, workflows, and data integration. From

Dario Vettor, Director of IT,
                                                                             a business perspective, users can ask for new
                                             slightly below budget.
Mold-Masters                                                                 functionality in the software and we can give it to them
                                             It took the team only 6         quickly. This is one of Pivotal CRM’s strengths.”
                  weeks to complete the upgrade project. “The rollout
                                                                             Beyond CRM, Mold-Masters has used the Pivotal
                  was very smooth; we’ve had very few issues, if any,”
                                                                             CRM system to build an entire corrective-action
                  recounts Vettor. “The day we went live, we chose to
                                                                             process to deal with any customer-raised concern—
                  do it during business hours; there was no negative
                                                                             before it becomes a problem. They log issues, track
                  impact on our users at all.”
                                                                             them, and report on them through Pivotal CRM. Vettor
                  In upgrading, Mold-Masters wanted to take                  considers the corrective-action process to be an
                  advantage of new capabilities, including the superior      excellent way of keeping the Mold-Masters sales reps
                  administration capabilities for synchronization. Today     informed of any concerns that customers may have.
                  all of Mold-Masters’ North American operations use

                  CDC Software | The Customer-Driven Company™                                                 CRM Case Study | 3
The orders that Mold-Masters is going after no longer                   We’re pleased with what we’ve done with our Pivotal
exist in a single market—they span countries and                        CRM system; I can’t even envision the impact on our
suppliers. Over the course of using Pivotal CRM                         business if we had not implemented such a solution.
at Mold-Masters, the company’s sales have grown                         I don’t think we would be able to service and support
consistently, and the CRM platform has grown with                       our customers without it, to be honest.”
them. “Although this sales growth is not the result
of Pivotal CRM alone,” says Vettor, “the product
has allowed us to expand without adding resources.

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CDC Software | The Customer-Driven Company™                                                                    CRM Case Study | 4

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Description: "Mold-Masters wanted to implement a CRM system. Pivotal CRM proved to be a best solution. Beyond CRM, Mold-Masters has used the Pivotal CRM system to build an entire corrective-action process to deal with any customer-raised concern— before it becomes a problem. They log issues, track them, and report on them through Pivotal CRM. the most dynamic and flexible solution. that would improve customer relationships and improve sales and marketing efficiency."