Hella went public in late 2014 but continues to be majority-owned by family interests (Photo: Hella)

In a bid to increase its operational efficiency, Hella has implemented a cloud-based CRM software platform built by Salesforce. The German automotive lighting specialist said in a press release that it had decided to implement the technology to speed up the time it takes to respond to customer requests.

Hella said the Salesforce platform, which will be available to its worldwide sales and service teams, will allow it respond to demands more flexibly and faster. Said Carsten Albrecht, managing director in charge of Hella's aftermarket business: "We are able to sustainably strengthen our customer relationship so that we can continue to experience organic growth."

Salesforce offers entirely cloud-based CRM software. The San-Francisco-based service provider has been growing its automotive business.

In the latest fiscal year, which ended May 31, 2014, Hella posted sales of 5.34 billion euros, up 11 pc from a year earlier. The company went public in late 2014 with a private placement of 11.1 million shares, which raised about 280 million euros.

The majority of Hella's shares continues to be family held.