Founded in Trento, Italy, in 1994, Vetri Speciali is a global leader in glass containers for the food and beverage industry. The company has 800+ employees, over €227 million in revenue, and customers in 52 countries.
“Our production combines traditional craftsmanship with innovative technology,” says Marco Guarascio, ICT Manager. “This has made us a trusted partner for leading wine, champagne, and food brands in Italy and around the world.”
The challenge
Behind Vetri Speciali’s success was an outdated CRM built in the early 2000s. It was slow, hard to update, not built to manage relationships, and poorly integrated with other systems. Lead management was almost nonexistent, and even processes like product development had been added to the CRM.
“There was no real logic to our processes in the CRM,” says Guarascio. “Every change became a technical challenge. The CRM had turned into a bottleneck rather than a support tool.”
At the same time, the business environment was shifting: energy costs were rising, overseas competitors were more aggressive, and once-loyal customers were beginning to move. In this context, digitalizing processes became a strategic priority.
The solution
To make the change, Vetri Speciali chose Impresoft Engage as its technology partner and SugarCRM as its new platform. The choice wasn’t just about technology – it was about finding a partner with experience in tailoring solutions to the company’s unique processes, especially product development.
“Our goal is to maintain global leadership in an increasingly competitive, complex market,” says Guarascio. “In this sense, the new SugarCRM platform is a strategic ally: it supports our international growth with scalable solutions and improves the customer journey by offering a complete, integrated view. It’s an investment that has already brought tangible results and prepares us for the challenges of tomorrow.”
The project
The project was a company-wide effort involving sales, customer service, administration, product development, and production.
The result was a fully customized CRM with advanced functions across three main areas:
- Sales: Lead management, product catalog, quotes, shipping slips, and contacts.
- Customer service: Nonconformities, lot management, credit notes, and stock levels.
- Product development: Seven types of requests handled through automated workflows involving packaging and production teams.
The new system integrates seamlessly with the company’s ERP, ensuring smooth and reliable data exchange. It has a user-friendly interface for quick adoption, advanced customization, and Outlook synchronization to simplify daily work.
The results
The benefits of SugarCRM are clear. Data quality has improved dramatically, giving Vetri Speciali precise visibility into workflows and helping spot bottlenecks that previously went unnoticed. Vetri Speciali achieved:
- 40% less manual work
- 30% boost in productivity
- Faster customer response times
- Higher lead conversion rates
The CRM project was designed to evolve over time. Looking ahead, Vetri Speciali plans to build more structured marketing campaigns, expand automation, strengthen analytics, and explore self-service and AI-based solutions.
“We weren’t just looking for a technology provider,” says Guarascio. “We needed someone with experience and adaptability who would support us after go-live. The project is only half the work. The other half is ongoing support and collaboration.”
Sugar PARTNER
Impresoft Engage, a SugarCRM Elite Reseller in Italy, specializes in CRM, CDP, and marketing automation projects that help businesses increase engagement and build strong customer relationships.
