“We are really enjoying using the system. I feel it has shaped our company very well as we grow.”
– Alan Irvine, Broadley James
Introduction to Broadley James
For a growing specialist distributor, having the right systems in place can make a noticeable difference to how the business runs day to day. Broadley‑James reached a point where improving visibility, communication, and control over customer interactions became an important step in supporting their continued growth.
Quick Links
About the Client
Broadley‑James Ltd is 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, they provide both sales and service support within a highly regulated environment.
The Challenge
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.
The Solution
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.
The system was configured to align with how the business operates. 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. The helpdesk functionality enabled the team to track service enquiries alongside sales interactions, helping create a more joined‑up view.
Integration with Sage 50 was also introduced, reducing the need for duplicate data entry by linking customer, product, and sales information between systems.
The Outcome
With OpenCRM in place, Broadley‑James gained better control over both sales and service processes.
Customer communications are now captured in a single system, improving visibility across the team.
Sales and quoting activities are managed more consistently, reducing reliance on separate tools.
Service enquiries are tracked alongside customer records, giving a clearer overall picture.
Integration with accounting has helped minimise manual data entry and reduce errors.
Overall, the team now works with more confidence in the accuracy and accessibility of their information.
Why It Worked
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.
Closing
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.
