MCZ - Lead Management

Lead Management: warm contacts for targeted sales

The implementation of an innovative Lead Management project, which incorporates an advanced product configurator at its core, has equipped MCZ with advanced processes and tools designed to enhance sales and service performance. These include the collection of important qualitative customer data, the generation of highly qualified leads, and the increase of retailer and installer loyalty.

MCZ is a leading European group in the biomass heating sector, with a comprehensive product range spanning different brands from fireplaces to stoves, from cookers to barbecues. The company is present in 40 different countries with outlets, retailers, and distribution networks. MCZ was founded in 1975 in Vigonovo di Fontanafredda in the province of Pordenone, where it is still headquartered today. The company began as a manufacturer of cement products. The company's mission is based on customer focus, quality, design, and environmental sustainability. Its research activities are aimed at innovation, energy efficiency, the use of renewable sources, and products with low environmental impact. These represent a strategic commitment for the brand.

NSP2024_Case History_General Fittings_Azienda


Attracting customers with retailer and installer loyalty

MCZ had set the goal of increasing the profitability of its sales channels by improving the customer experience offered to its customers and increasing the loyalty of the installer and retailer channel. To achieve this, the company needed to:

  • develop a more nuanced understanding of its audience, including their behavioral patterns;
  • deepen the relationship with customers by introducing an emotional dimension to the digital navigation experience;
  • enhance the quantity and quality of contacts generated;
  • initiate a dedicated lead generation program for the retailer/installer channel.


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