Exceptional Complexity in the Automotive Industry

Attention CRM Consulting has implemented a fast, efficient, and self-service pricing system, an integrated customer portal, and a structured multi-level approval workflow for one of the world’s largest automotive suppliers. At SEWS-CE, the Hungarian subsidiary of Sumitomo, the project reduced the average quotation preparation time from 30-40 minutes to just 10 minutes, while also creating a user-friendly, dynamic customer portal capable of handling complex requests.

“We gained invaluable industry experience through this collaboration, unlocking new dimensions in automotive business processes,” says András Vadász, Managing Director of Attention CRM Consulting.

The Project

Sumitomo is one of the 15 largest automotive suppliers globally, serving not only major car manufacturers like Toyota, Volkswagen, and Ford but also their suppliers. SEWS-CE, part of Sumitomo’s Components and Electronics divisions, sought a solution beyond a traditional CRM—a system that could optimize their sales processes while providing an intuitive, flexible customer portal.

Their collaboration with Attention CRM Consulting began in November 2016, following a professional conference in Munich, where SEWS-CE representatives discovered the potential of Salesforce solutions. The key objectives were scalability, flexibility, and the creation of a decision-support and approval system that streamlined internal processes.

“After evaluating market solutions, we chose Salesforce due to its extensive functionality, flexibility, and efficiency in boosting our sales operations. Its adaptability exceeded our expectations throughout the implementation,” explains Gábor Dömötör, SEWS project lead.

Transforming Automotive Sales Processes

Before Salesforce, SEWS-CE’s sales system was highly professional but relied heavily on manual processes. Their team had to generate numerous quotations daily, considering fluctuating raw material costs, previous offers, and time-sensitive factors—requiring a rapid yet precise pricing mechanism.

“We needed an automated, self-service pricing solution,” says András Paksy, who later transitioned from SEWS-CE to Attention CRM Consulting. The new system automated quotation assembly and customer approvals, accelerating the process while ensuring accuracy.

Beyond pricing, the contract approval process involved multiple layers of validation from technical, manufacturing, and logistics teams—making Salesforce an ideal solution for managing these workflows.

A Complex Yet Scalable Implementation

“This project gave us an exclusive behind-the-scenes look at the automotive industry’s intricate sales and pricing mechanics. SEWS-CE prepares thousands of quotations annually, each factoring in constantly changing variables,” notes András Vadász.

The company serves both Tier 1 suppliers and Tier 2 manufacturers producing for major automakers. Their team must calculate unit prices for existing components and future parts to be delivered in 3-5 years, incorporating cost projections, production capacities, and competitive factors. The challenge was building a system that could process these variables dynamically and intelligently.

Salesforce implementation took place in two phases:

1. Automating the Pricing System – Streamlining the quotation process with automated recommendations.
2. Developing a User-Friendly Customer Portal – Ensuring seamless order management and approvals.

Originally planned as a nine-month project, the rollout extended to 13 months, delivering a fully integrated system with mobile-accessible features and intelligent pricing automation.

“Today, Salesforce not only recommends optimal pricing but also allows for real-time adjustments. Every step of the approval process is transparent and trackable, ensuring consistency and efficiency,” says Gábor Dömötör.

SEWS-CE’s pricing system now factors in 25 dynamic parameters, 15 of which can be toggled on/off, while 10 are adjustable—offering extensive flexibility in responding to market changes.

Mass Pricing Automation for the Automotive Industry

One of the most impactful developments was the Mass Price Change module, designed to handle bulk pricing adjustments efficiently. Automotive manufacturers frequently request annual price updates from Tier 1 suppliers, requiring rapid processing for hundreds of products and multiple clients simultaneously.

“We integrated an engine into Salesforce that tracks when and to whom new price quotations should be issued. It performs initial calculations based on existing data, enabling large-scale pricing updates within 30-60 minutes,” explains András Paksy.

The system also maintains detailed records of each client’s purchase history, recent orders, unit prices, and competitor transactions—enhancing strategic decision-making.

The SEWS-CE and Attention CRM Consulting partnership has set a new standard for pricing automation in the automotive industry, demonstrating how digital transformation can enhance efficiency, accuracy, and scalability in one of the world’s most complex supply chains.