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CRM lets manufacturer manage multi-million dollar projects

Supplier: Maximizer Software
07 August, 2012

Thordon Bearings Inc. is the leading supplier of high performance, oil and grease-free bearing systems to the global marine, clean energy, pump and offshore markets.

Thordon systems and bearings are available worldwide through over 70 distributors in over 100 countries.

Solution description

For over 12 years, Thordon Bearings has deployed Maximizer® CRM across their organisation as a mission-critical tool to manage contacts and conduct marketing campaigns; to maintain and track projects and bids; and to provide superior customer service and product after care.


A longtime Maximizer CRM user, Thordon Bearings has upgraded to newer versions over the years as the software continues to provide a solution that meets the unique needs of its business.

Thordon Bearings upgraded to the latest version - Maximizer CRM 11 - in 2011, to help them manage the marketing, sales, customer service and after-sales service functions for their global manufacturing business.

Thordon Bearings' business challenges

  • Company manages large, multi-party sales opportunities
  • Company maintains diverse contacts worldwide; inc. integrators, end-users, and suppliers
  • Projects have a high volume of data that requires tracking and sharing
  • Complex products require specialised after sales service and care
  • Marketing and sales departments require a tool to support marketing campaigns and follow-up


  • Centralise customer and product information across the enterprise
  • Increase the accuracy and accessibility of customer information and opportunities,
  • Improve response time in closing customer service cases, and after-care issues
  • Gather feedback to improve product quality
  • Expand communication with clients and prospects


  • Opportunity tracking and all related data has improved sales efforts and the ability to close new business
  • Centralised tracking of end-user and product usage information has improved customer satisfaction and product quality
  • Direct e-mail campaign function has resulted in more efficient and effective marketing programs
  • Open architecture has enabled seamless integration with other in-house systems

Thordon Bearings – 12 years of leveraging the powerful functionality of Maximizer® CRM

Thordon Bearings designs and manufactures a complete range of high performance, non-metallic journal bearing solutions for marine, pump, hydro-turbine, offshore oil and other industrial markets.

From water lubricated stern tube and rudder bearings for ships to grease free wicket gate bearings for clean power generation, Thordon Bearings provides innovative non-polluting bearing solutions for its clients' applications.

Thordon Bearings exports the majority of its products through an extensive distribution network established in over 100 countries to service their global customer base.

A longtime Maximizer CRM user, Thordon Bearings manages and maintains a global database of projects and clients. Originally chosen for its contact management capabilities, Maximizer CRM is now pivotal to how Thordon Bearings manages its sales opportunities, markets to its target audience, and provides customer service and product after-care.

Maximizer CRM - customer service, contact management, and business performance

Over 12 years ago, Thordon Bearings originally selected Maximizer CRM to manage an online contact database that would serve the needs of their sales staff around the world.

The company did explore other CRM solutions, but ultimately chose Maximizer for its ability to work globally – both on and offline – and because of its rich features, low cost and open architecture.

Over the years, Thordon Bearings has continued to upgrade with each new release and utilise more of Maximizer CRM's functionality to run its sales, marketing, customer service and after-sales service departments.

Maximizer CRM has become mission-critical to Thordon Bearings' operations, and according to Craig Carter, Director of Marketing and Customer Service: "As a management tool, Maximizer is the lifeblood of our business."

Maximizer's contact management functionality is essential to Thordon Bearings' ability to track the worldwide network of distributors, end-users and integrators with whom they do business.

They maintain a centralised repository of contacts with related sales and service data, which is easily accessed by its global sales force.

The organisation also uses Maximizer's marketing module to deliver marketing campaigns to multiple target audiences. Leveraging Maximizer's ability to segment the database according to user defined fields applicable to a campaign, Thordon Bearings can target a specific sector or market where they want to concentrate their sales and marketing efforts.

As a significant component provider in the construction of large marine vessels, the quotation and sales process for Thordon Bearings interfaces with multiple parties including integrators and shipyards. This created unique requirements for effectively tracking opportunities and projects.

As a result of the flexibility built into Maximizer CRM, Thordon Bearings was able to develop a customised method of tracking all opportunities and managing all project and contact related data.

As part of the quotation process, Thordon Bearings' quotation system interfaces with Maximizer CRM, drawing on customer data to provide accurate quotes. To provide essential business intelligence, Thordon Bearings uses user-defined fields to run reports, which allows them to effectively manage their projects and quotes.

Carter explains: "The biggest impact Maximizer has had is on our ability to effectively manage these multi-million dollar projects. It has made us much more efficient."

Thordon Bearings' after-sales service team manages the client after-care relationship using Maximizer's Customer Service Module.

Customer complaints are recorded, assigned, prioritised and resolved using Maximizer, which has enabled Thordon Bearings to improve customer satisfaction levels and product quality. Carter calls Maximizer's Customer Service Module, "a great tool, especially from a quality management perspective".

Future plans – improving communication and marketing

Looking ahead, Thordon Bearings would like to use more of the functionality built into the Campaign Manager Module of Maximizer CRM to support their broad communications and marketing efforts.

Thordon is also in the process of implementing the Partner Portal to allow their distributors to create a customer service case directly in Maximizer, eliminating the need for telephone calls or e-mail, and saving time for all involved.