BRÜCKNER MASCHINENBAU is a leading company in the field of plant and machine engineering, which offers its customers not only innovative film stretching lines but also a long-term all-round service. The focus of BRÜCKNER MASCHINENBAU is the proximity to the user and the continuous optimization of processes – with the aim to establish long-term relationships with the customer, which are characterized by trust.

The complete, virtual reference interview with Manuel Keilich and Markus Wendlinger, IT and process management at BRÜCKNER MASCHINENBAU, can be viewed here (available only in German):

More than five years ago, the company began researching suitable CRM providers and in 2016 decided on the CRM solution from itmX GmbH (formerly ITML). In addition to the possibility of central data storage based on SAP, the option of integrating and implementing individual needs and requirements, especially from the sales and service area, were decisive. In addition, itmX GmbH’s expertise with regard to BRÜCKNER MASCHINENBAU’s core industry – plant and mechanical engineering – was also convincing.

In the sales process of BRÜCKNER MASCHINENBAU, an opportunity radar was integrated, which enables the sales force to evaluate the existing sales opportunities with the help of a scoring model and thus to identify the most promising ones. Corresponding classification features in CRM create a graphical presentation that provides a good overview of the likelihood of a contract being signed. At the same time, the opportunity radar also serves as a decision-making basis at management level for setting priorities.

Every change brings challenges in the company – in the end, a project stands and falls with the acceptance of those involved. For this reason, BRÜCKNER MASCHINENBAU attached great importance to involving all participants and taking their concerns seriously.

Among other things, the company relied on a gamification approach to convey the terminology and functions of CRM in a playful way and thus also increase acceptance. But other, smaller activities were also carried out in the course of the CRM introduction in order to involve all employees. During the entire introduction process, the constant and fast support from the specialist department was also the be-all and end-all.

In the future, BRÜCKNER MASCHINENBAU would like to further focus on the integration of Microsoft 365 and mobile applications in the context of CRM. But internationalization, especially the roll-out to China, is also on the company’s agenda.

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