Broadley James
We are really enjoying using the system. I feel it has shaped our company very well as we grow.
— Alan Irvine, Broadley James
BioProcess Applications
Broadley-James is a trusted industry leader in pH and dissolved oxygen (DO) measurement technologies for bioprocessing, offering a comprehensive portfolio of sensors for both traditional and single-use systems — delivering reliability, quality, and performance across upstream and downstream workflows.
Their steam-sterilizable and autoclavable sensors are engineered for dependable operation in demanding production environments, while their SingleSense® single-use pH sensors provide a robust, gamma-sterilizable option with integrated buffer chambers for extended shelf life and immediate readiness.
From legacy stainless-steel systems to next-generation single-use platforms, Broadley-James delivers sensor solutions built for innovation, reliability, and long-term quality — as the UK and European distributor of sensors and bioreactor products, supporting customers in the pharmaceutical and biotechnology sectors, working closely with their US parent company and international partners.
Outgrowing a legacy, on-premises CRM
Before moving to OpenCRM, Broadley-James was working with a legacy on-premises CRM system. While it held a valuable history of customer and sales data, it no longer provided the flexibility or accessibility needed as the business evolved.
At the same time, key activities such as customer communications, quoting, and service tracking were spread across different tools. This made it harder to maintain a clear, consistent view of customer interactions and introduced unnecessary duplication of effort.
Historical data carried forward, cloud-based flexibility
OpenCRM provided a cloud-based platform that allowed Broadley-James to bring their existing data forward without starting again. Their historical CRM data was migrated into the new system, ensuring continuity while enabling a more flexible setup.
Email integration meant customer correspondence could be managed and recorded centrally, while customised templates supported consistent branding across communications. Quoting was brought directly into the CRM, allowing sales activity and customer data to be managed in one place, and the helpdesk functionality enabled the team to track service enquiries alongside sales interactions.
Integration with Sage 50 was also introduced, reducing the need for duplicate data entry by linking customer, product, and sales information between systems.
More confidence in the accuracy and accessibility of information
- Customer communications now captured in a single system, improving visibility across the team
- Sales and quoting activities managed more consistently, reducing reliance on separate tools
- Service enquiries tracked alongside customer records, giving a clearer overall picture
- Integration with accounting has helped minimise manual data entry and reduce errors
Continuity combined with flexibility
The transition was effective because it combined continuity with flexibility. Existing data was preserved, while the system itself was adapted to reflect how Broadley-James operates, rather than forcing a rigid structure.
For Broadley-James, the move to OpenCRM was less about replacing a system and more about creating a more practical and joined-up way of working. With the right information now easier to access and manage, the business is better positioned to support its customers as it continues to grow.
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