Nitrogénművek Vegyipari Zrt.: Enhancing Sales and Customer Experience with Salesforce CRM

Nitrogénművek Vegyipari Zrt. sought an integrated system to optimize sales operations and improve customer satisfaction. Their goal was to centralize market insights, customer data, contract management, complaints, and credit management in one platform while enabling real-time reporting.

“Accelerating information flow was our top priority, and Salesforce helped us achieve this efficiently,” states Zoltán Rácz, Deputy CEO. “Direct sales now account for over 80% of our total domestic revenue.”

As Hungary’s sole nitrogen fertilizer manufacturer, Nitrogénművek expanded its portfolio in 2014 to include crop protection, seeds, and grain trading. This strategic move required a robust CRM solution to support direct sales and business growth.

After evaluating multiple CRM systems, the company selected Salesforce, implementing it with Attention CRM Consulting. “Their proposal best matched our needs in terms of service quality and cost-effectiveness,” Rácz explains.

A Tailored CRM Implementation

The implementation process took approximately one year, ensuring all business units could utilize the system from day one. “We involved a wide range of colleagues to ensure adoption and customization,” says Judit Fekete, CRM Manager. “We deviated from Salesforce standards in many areas to create a system tailored to our needs.”

In September 2015, the company replaced its outdated 2009 in-house system with Salesforce Classic and the Sales Cloud module. “Previously, we managed contracts and basic transactions, but reporting was impossible,” recalls Rácz. “Now, we have all our sales data in one place, reducing reliance on Excel and increasing efficiency.”

Key Functionalities and Integrations

With over 100 users, the system centralizes customer databases, visit planning, contract management, and complaint handling. Since 2016, the marketing department has also utilized Salesforce for event management and basic marketing functions.

Salesforce is seamlessly integrated with several other systems, including:

• SAP ERP: Ensuring synchronized data across platforms for streamlined operations.
• Credit Rating System: Automating credit approvals, reducing turnaround time to just 8 hours.
• E-commerce Platform: Processing online customer registrations and orders directly through Salesforce.

Driving Business Efficiency

The implementation has significantly improved business operations:

• Sales representatives access all necessary documents in a central repository.
• Equipped with laptops and printers, they can generate contracts on-site without administrative delays.
• Real-time reporting enables leadership to monitor customer interactions and sales performance instantly.
• Automated contract approval processes enhance workflow efficiency.
• Internal communication is streamlined through Salesforce Chatter for collaboration and competitive analysis.
• Automated email workflows facilitate order confirmations and compliance documentation distribution.

A Competitive Advantage

According to Rácz, the biggest competitive edge is rapid access to critical information. “The ability to make quick, data-driven decisions is what sets us apart in the market,” he emphasizes.

Looking ahead, Nitrogénművek plans to further enhance its CRM capabilities, reinforcing its leadership in agricultural solutions and customer-centric sales processes.