How CRM systems strengthen the links of a multi-site business

Aegg Creative Packaging manufactures packaging for global food and drink markets; offering design and manufacturing services as well as ‘off the shelf’ table presentable items suitable for restaurant or casual dining.

Since then, the company has been supplying its customers, ranging from large food manufacturers to small independents both in the UK and worldwide, with premium table presentable packaging.

Aegg Creative Packaging’s managing director, Jamie Gorman, explained: “Data has enabled the business to become more connected with our clients and to provide more joined-up data services.”

Most companies communicate with clients by exchanging a vast amount of data every second. Joining and exchanging data through a shared database has become daily routine for many businesses.

Statistics indicate that in 2018, 91% of companies with more than 11 employees use CRM software, and the vital question for businesses remains, ‘how to exchange data in the safest and fastest way possible?’

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The EU’s General Data Protection Regulation (GDPR) was set to raise the bar internationally for data protection and its advocates argue that the GDPR will mainly boost the companies’ competitiveness.

Gorman said: “We have implemented a new GDPR-compliant customer relationship management (CRM) system, enhancing our customer service and engagement as well as productivity within the business.”

The company, Gorman added, is also looking to implement a new management information system (MIS), which will further strengthen the links between the multi-site business as the company continues to grow.

The main purpose of the MIS is basically to give managers feedback about their own performance; top management can monitor the company as a whole.

Information displayed by the MIS typically shows ‘actual’ data over against ‘planned’ results and results from a year before; thus, it measures progress against goals.

Usually, the MIS receives data from company units and functions; whereas some of the data are collected automatically from computer-linked check-out counters, others are keyed in at periodic intervals.

Many sophisticated systems also monitor and display the performance of the company’s stock. However, both software systems enable companies to feed information to people in business to help them manage.

Gorman said: “Connectivity to Aegg means being ‘engaged’ with all aspects of our business, so that they are all joined-up.  Our MIS and CRM systems connect between each level of the business and inform us on client and wider community communications.

“To further ensure we are ‘engaged’, we actively encourage our team to get out into the market to learn new information, whether it is from tradeshows, conferences or speaking to clients, suppliers and likeminded individuals who are willing to debate with us.”

A new UK facility – built from scratch

Aegg Creative Packaging is implementing increased digital technology throughout the business, Gorman stated, from machinery and business processes right through to the way the company communicates with the wider community.

“As we are building our new UK manufacturing from scratch, we don’t have legacy systems in place, so we are able to choose from and implement new technology going forward.

“In addition, we are further investing in our website, social media, online PR and email systems this year as these tools continue to be an effective way of getting our message out,” Gorman said.

He concluded that Aegg’s recruiting is now carried out online on various platforms, including social media.

The company, he said, has found this to be a more effective method than the traditional process as it has enabled Aegg to be more specific in the targeting and recently resulted in employing several senior members within the team.