Henco Industries is a hidden champion. The Belgian company in Herentals is little known to the general public, but its pipes and fittings are an essential component of many plumbing and heating systems. Each year, Henco produces over 130 million meters of pipe and more than 11 million couplings.
Founded in 1992 by entrepreneur Louis Hendrickx, the company has steadily expanded both its product line and its international presence over the past three decades. Its multilayer pipes and fittings for heating, plumbing, and sprinkler systems are now sold in 80 countries. “Our success is due to our continuous commitment to quality, innovation, and customer focus,” says Jill Gielis, Head of Product Management & Pricing. “Our ambition is to always work with our customers to find the right solutions to the challenges they face.”
To support and accelerate its rapid growth, Henco is therefore focusing on digital transformation. In this effort, it can count on advice and practical support from Alistar (formerly the GMI Group).
We are confident that, thanks to our digital transformation, we will be able to achieve our growth plans sooner.
Jill Gielis, Head of Product Management & Pricing
The Need for Efficient Sales Processes
As a result of that strong growth, the sales and marketing team also expanded. The team now includes more than 70 client advisors and marketers. “Because of this growth—including internationally—we need more structured processes and procedures. We want our salespeople to be able to work as efficiently as possible so they can focus fully on their role as advisors to our customers.”
“In addition, we want to adopt an even more customer-focused approach throughout the organization. We want to create positive experiences for our customers across all the products and services Henco offers. But to do that, we need a deeper understanding of our customers” needs,” Jill explains.
Advice and Tailored Solutions
Henco partnered with Alistar, an IT service provider with extensive experience in digitizing and automating processes in the manufacturing industry. Lode Bogemans, Product Manager: “Alistar is a local partner with extensive expertise that perfectly understands and anticipates our needs. Drawing on their expertise, they advise us on the best way to approach our digitization efforts and also provide suitable solutions. In the first phase, we worked with them to implement a new CRM system: Microsoft Dynamics 365 Customer Engagement. This serves as the foundation for improving our business processes and working more efficiently.”
The new application digitized customer relationship management. Through the implementation of Dynamics 365 Sales, the processes for sales, marketing, and customer service were mapped out, optimized, and then digitally structured.
Our colleagues view the new CRM system as a positive change. Thanks to the training sessions we’ve provided, they recognize its added value and understand that we have forward-looking platforms that will support our continued growth and changes.
More insights for management
The initial results of the new applications are therefore positive: “Thanks to the extensive digitization of our processes, we can connect with our potential and current customers more quickly. Opportunities are identified faster, and day-to-day sales operations run more smoothly. Management also gains much greater and clearer insight into the results. We’re convinced that this will enable us to realize our growth plans sooner,” Jill adds.
A flexible approach to projects
The project was carried out using an agile project approach. This ensures that implementation takes place step by step and that Henco Industries can continue to expand its digitalization projects in a flexible manner.
Alistar remains closely involved even after the initial implementation. They are always quick to share their expertise with us and provide advice.
Lode Bogemans, Product Manager
“Thanks to the opportunities that Microsoft and the GMI Group offer us, we have concrete plans to further streamline and optimize our business processes. The next step is to MyHenco, ”, an online platform for professional clients, into the CRM system so that we can respond more quickly and effectively to their needs here as well,“ adds Jill Gielis. ”And next, we plan to digitize our entire operation, from forecasting through operations.”
An educational experience
For Alistar, this was yet another valuable learning experience. Koen Bauwens, Sales Manager for Customer Engagement, confirms: “This is a close-knit and enjoyable partnership. Henco Industries is an organization that’s far ahead in marketing and sales, and has therefore rightly set the bar high.”
“Our professional partnership with Henco challenges us to give our very best, both in terms of consulting and implementation. I always leave here feeling satisfied.”
