Case Study

Aligning the Business with the Current Market

Hub Le Bas is the leading supplier of steel tubing in the United Kingdom. With five locations across the UK, Hub Le Bas provides steel tubing and accessories to customers with short lead times and consistent, quality service that sets Hub Le Bas apart from its competition.

  • Headquarters: Bilston, West Midlands UK
  • Website: http://www.nublebas.co.uk
                     http://www.steeltubedirect.co.uk
                     http://www.caparo.com

Challenge

Hub Le Bas prided itself on strong customer service, and wanted to know its customers better from an individual relationship perspective. Given the highly competitive steel tubing market, the business knew it needed to increase the effectiveness of existing relationships, while also adding tools to identify and convert new business.

Solution

When the time came to look for tools to enhance its customer-facing processes, Hub Le Bas executives took advice from their parent company and current ERP provider. They also reviewed numerous CRM solutions in the market, many of which were either too costly or too inflexible. Hub Le Bas selected Sugar Professional for its flexibility, seamless compatibility with the existing ERP system, and superior value. The company connected with SugarCRM partner SouthwestCRM to implement their deployment of Sugar.

Results

  • Created team-wide visibility through inclusive customer data view across sales and support organizations
  • Increased efficiency in customer communications and support
  • Improved sales effectiveness through shortened response times

Finding the right tool for the job

When the time came to look for tools to enhance its customer-facing processes, Hub Le Bas’ executives took advice from their parent company and current ERP provider. They also reviewed other CRM solutions in the market, which were either too costly or too inflexible.

“We wanted a tool that was cost-effective, had a strong degree of flexibility, and could be deployed in a very short time frame,” Benbow says. Hub Le Bas connected with SugarCRM partner SouthwestCRM and began planning out their deployment.

“We are confident in the fact that Sugar is future proof - and will integrate ERP system as seamlessly as it did with our present version.”

Martin Benbow, Managing Director
Hub Le Bas

An integration as strong as steel

Working with SouthwestCRM for its Sugar deployment, Hub Le Bas specified a cloud-based solution, one that could meet its unique integration needs. The company relied heavily on its ERP system, which consisted of five discrete instances – all rolling up data for an aggregated view on a daily basis. However, Hub Le Bas knew it wanted to not only link all of these ERP instances with Sugar, but also provide even more up-to-date information around orders and inquiries to its users inside Sugar. The choice to deploy on a partner cloud gave the business not only greater, localized performance but also a solid, deep integration framework between Sugar and its core ERP system.

Martin Benbow notes: “Data from inquires coming from the ERP system is uploaded into Sugar every few minutes, giving our sales personnel the ability to quickly create customized quotes or order acknowledgments right from Sugar. Doing this at the click of a button has greatly increased our sales productivity.”

Empowered users equal increased opportunities

One of the greatest benefits of Sugar has been getting to know each customer much better. The combination of user- friendly, powerful software and the deep integration with existing systems has given Hub Le Bas the ability to connect with more customers, faster, and enhanced its ability to present itself as a company in line with the modern pace of business. “Our customers have recognized the increased sophistication of our service which is due to our new CRM solution,” Benbow comments. “As Sugar updates inquires in minutes, we are able to respond faster and close deals we might not have won before.”

Benbow notes that the adoption of Sugar was also a quick, seamless process. “Thanks to the look and feel of Sugar, being a modern, intuitive and user-friendly application, our sales people are confident just pitching in and using it,” he says. The application centralizes data that was normally held in various offline systems, which is why the Hub Le Bas sales teams now have a more inclusive view into the complete customer base, not simply those who have placed an order.

“We are confident in the fact that Sugar is future proof – and will integrate with our updated ERP system as seamlessly as it did with our present version.”

Martin Benbow, Managing Director
Hub Le Bas

Looking down the (steel) pipe to even more growth

Following on from the implementation of Sugar, Hub Le Bas is now aiming to further increase its sales effectiveness. The business plans to use the system to ensure customers are contacted with optimal frequency, as well as create targeted campaigns to grow the overall customer base, and learn more about market conditions. “We now have the power to target leads by industry sector, by type of product or by geographical region,” Martin Benbow notes. “We can also record the names of companies we are losing business to, and analyze this data to form an appropriate response.”

Benbow believes that the next step for Hub Le Bas would be to integrate Sugar with its telephony system. Sales staff will then be able to call prospects fed into the system with a click of a mouse, further speeding response times and setting Hub le Bas apart in the market. In addition, the business is also investigating deploying Sugar on tablets to give its sales representatives the best tools to service new and existing customers.

But perhaps the biggest advantage of Sugar comes from its innate flexibility. Benbow notes that Hub Le Bas and its parent company are about to embark on a significant upgrade to its ERP system – but have little worry about its effect on its CRM initiative.

Integrations

  • Compatibility with existing core ERP system
  • Flexible, cost-effective solution
  • Ability to be deployed and adopted quickly by users

Solution Partner:
FibreCRM Limited