To support its success and future growth plans, Boningale Ltd in Albrighton, Shropshire, has invested in a new CRM (Customer Relationship Management) system that has been designed to centralise processes and streamline communications.

Ian Wright, sales manager at Boningale Nurseries, one of the UK’s leading horticultural suppliers to the landscaping market, explains the reasoning behind the investment, “We had been using a manual customer database for some time. However, with the success and growth of the business came the pressing need for a comprehensive CRM system that could improve efficiencies and enhance customer service.”

After a lengthy consultation process with leading Sage Business Partner CPiO and a full 360º appraisal of the business, Boningale opted for Sage CRM which CPiO could provide with full Sage 50 integration for real time data views.

Since the system went live in February 2016, Ian confirmed that the company has seen immediate benefits. He said: “The sales order handling system has been completely streamlined and at the touch of a button we can now clearly see the status of all customer quotations, orders or queries logged in real time.

Having this information clearly visible means we are able to further improve our service to customers. It gives us the tools to work efficiently as a team and more proactively with customers from wherever we are in the country.”

Frank Sandford, Boningale’s sales and marketing director, added: “We are confident that we have a CRM solution that will truly add value to our business, as well as help support the synergies between the company’s divisions, most notably the Nursery and Boningale GreenSky. Plus, we have only really scratched the surface of the system’s full capability and we know there are more ways it can be utilised to further enhance the customer experience.”