--- title: "MCZ Lead Management: Innovation in Sales Processes" description: Learn how we equipped MCZ with an innovative digital tool aimed at generating qualified leads and improving retailer and installer retention image: https://www.neosperience.com/hubfs/00_NSP2024_Website/03_Case%20Histories/Loghi%20Clienti/Logo_MCZ.png --- - [ Applied AI ](https://www.neosperience.com/applied-ai?hsLang=en) - [ Digital Enablement ](https://www.neosperience.com/digital-enablement?hsLang=en) - [Success stories](https://www.neosperience.com/en/success-stories) - About     [en](https://www.neosperience.com/en/success-stories/mcz-lead-management)   |   [it](https://www.neosperience.com/successi/mcz-lead-management) ** ### [Applied AI](https://www.neosperience.com/applied-ai?hsLang=en) [Applied AI Neosperience's Applied AI transforms innovation into tangible business impact by extending human capabilities and making processes smarter, more agile and future-ready. ](https://www.neosperience.com/en/applied-ai?hsLang=en) [Declaro The AI configurator that turns managing complex products into a powerful planning and sales tool. ](https://www.neosperience.com/en/applied-ai/declaro?hsLang=en) [Bleen The AI-powered Intelligent Insight Engine that simplifies and improves search through semantic algorithms, data augmentation, and an intuitive interface. ](https://www.neosperience.com/en/applied-ai/bleen?hsLang=en) [Automate The AI Intelligent Document Processing (IDP) solution that automates the management and extraction of information from any kind of document. ](https://www.neosperience.com/en/applied-ai/automate?hsLang=en) [Pulse The AI platform that creates a Digital Twin for process monitoring, optimization, and predictive analytics. ](https://www.neosperience.com/en/applied-ai/pulse?hsLang=en) [Lead Champion The B2B lead generation platform that identifies the companies visiting your website with AI. ](https://www.neosperience.com/en/applied-ai/lead-champion?hsLang=en) [Neosperience Health Patient Relationship Management solutions that combine the power of AI with empathy in an omnichannel support suite throughout the patient journey. ](https://www.neosperience.com/en/applied-ai/health-tech?hsLang=en) [Agile Development Services Experience and expertise in development and Cloud to design complex digital solutions for your business. ](https://www.neosperience.com/en/applied-ai/agile-development?hsLang=en) [Custom Solution Engineering Development of customized solutions to enhance processes, decisions, and interactions. ](https://www.neosperience.com/en/applied-ai/custom-solution?hsLang=en) ### [Digital Enablement](https://www.neosperience.com/digital-enablement?hsLang=en) [Digital Enablement Solutions that intelligently connect data, processes, and systems to build the digital architecture that underpins today's business and enables tomorrow's business. ](https://www.neosperience.com/en/digital-enablement/erp?hsLang=en) [ERP Soluzioni di Enterprise Resource Planning su misura per ogni azienda: personalizzate, efficienti, flessibili, scalate e integrate. ](https://www.neosperience.com/en/digital-enablement/erp?hsLang=en) [Business Intelligence Advanced services and platforms to digitize management and control processes and obtain aggregated, usable and integrated data. ](https://www.neosperience.com/en/digital-enablement/business-intelligence?hsLang=en) [CRM HubSpot-based Customer Relationship Management solutions that increase the profitability of sales and contact channels. ](https://www.neosperience.com/en/digital-enablement/crm?hsLang=en) [Digital Experience B2B websites, applications, and omnichannel experiences based on an evolving, reliable, and measurable structure. ](https://www.neosperience.com/en/digital-enablement/digital-experience?hsLang=en) [E-Commerce Modular, flexible, and high-performance e-commerce solutions: customizable to suit your business needs. ](https://www.neosperience.com/en/digital-enablement/e-commerce?hsLang=en) [Retail Revolution Our cloud-based clienteling suite that digitizes the in-store shopping experience and helps you overcome checkout line limitations. ](https://www.neosperience.com/en/digital-enablement/retail-revolution?hsLang=en) [Agile Cloud Services Experience and expertise in development and Cloud to design complex digital solutions for your business. ](https://www.neosperience.com/en/agile-cloud-development?hsLang=en) [Custom Solution Engineering Development of customized solutions to enhance processes, decisions, and interactions. ](https://www.neosperience.com/en/contact-us?hsLang=en) ### About [Work with us Innovation is an ongoing challenge. 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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](https://www.neosperience.com/hs-fs/hubfs/NSP-sito-2024/01_Digital%20Commerce/02_Case%20Histories/01_General%20Fittings_B2B/02_Azienda/NSP2024_Case%20History_General%20Fittings_Azienda.jpg?width=568&height=390&name=NSP2024_Case%20History_General%20Fittings_Azienda.jpg) #### Challenge ## 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. ![MCZ_Case](https://www.neosperience.com/hs-fs/hubfs/00_NSP2024_Website/03_Case%20Histories/02_CRM/07_MCZ/MCZ_Case.png?width=1920&height=1280&name=MCZ_Case.png) #### Proposed Solution ## Connecting configuration and automation We assisted MCZ in meeting its needs by identifying a product configurator as the primary tool. This configurator was developed on the CMS combined with the CRM platform and integrated into MCZ's website. In line with the company's strategy of seizing the opportunities of digital transformation and differentiating itself through superior customer experience, this tool enables users to request a personalized quote by inputting a series of parameters related to both the heating environment and product features, such as self-cleaning brazier or control via app. To ensure an engaging experience for all parties involved, we have designed the data entry process to mirror that of the interview conducted by MCZ retailers/installers with their first customers. This process is designed to gather the information needed to define which products to offer. Once the parameters have been entered and the customer has completed the special form, they will receive a quote via email. This quote will be navigable and will allow the customer to experience the product through photos, videos and environmental simulators. They will also be able to check the quote and contact the nearest specialist retailer. The configurator has been designed to offer content in different languages and to geolocate the nearest retailer, creating a match with the customer's location. The integration of the configurator with the CRM platform enables the data entered to be used to create or update the customer profile. This data is then automatically entered into the sales pipeline, with the retailer responsible for closing the deal and the marketing and sales team acting as supervisors of the entire process. The processes are fully automated, allowing MCZ to manage the first part of the pipeline without the intervention of the sales network. This significantly reduces the time required for the purchase path, as it eliminates the time typically spent by the retailer contacting the potential customer. This makes it easier to capitalize on impulse buying opportunities. Finally, the configurator we developed is capable of automatically generating hundreds of different bid combinations based on the following inputs: - customer data; - chosen product; - price list; - geographic location. The serverless architecture of the CMS connected to the CRM platform enables direct interface with the company's management systems and automatic retrieval of the information and documents needed to prepare the quote. This is a significant advantage for the company, as it avoids the need to statically implement hundreds of quote pages. #### Results ## Increase the efficiency of the value chain This advanced lead management project has brought important results, including: - increased lead generation rate; - direct generation of the highest quality leads; - important acquisition of qualitative data on the end consumer (type of home, size, etc.); - increased retailer channel loyalty.   **Image Credits: © 2024 [MCZ Group S.p.A.](https://www.mcz.it/it)* #### DID YOU APPRECIATE THIS SUCCESS STORY? ## Contact us to find out what we can do for your company. Contact us ## How can we empower your business? ![Copertina Webinar](https://www.neosperience.com/hs-fs/hubfs/Copertina%20Webinar.webp?width=2000&name=Copertina%20Webinar.webp) #### vuoi saperne di più? ## Rendi la tua azienda a prova di futuro con Neosperience. Contattaci ### Rendi la tua azienda a prova di futuro con Neosperience. 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