In 2011, the Brillen-Profi-Contact GmbH implemented SMARTCRM. The goal of the CRM launch was to make communication between all members more transparent and thereby to optimize ultimately the quality of services. The user-friendly interface of SMARTCRM was determining for Brillen-Profi’s decision. The company saw also another advantage in the modular design of the software as well as in the many configuration options. This flexibility allowed it to completely customize the CRM system to the needs of Brillen-Profi.
- Central access for the employees to all customer information
- Standard interface to abas ERP
- CTI Function
- Separate sales evaluation of own-brand products and central settlements
- Free definable features for selections and targeting specific customer groups
Minimal configuration effort thanks to the Standard Interface
The company has been using the ERP system abas in addition to SMARTCRM. The CRM manufacturer, as a longtime partner of abas Software AG, had been able to already largely cover the requirements of Brillen-Profi with the standard interface between CRM and ERP. Thus, a few adjustments were necessary for the domain of centralized settlements. SMARTCRM imports customers, prospects, suppliers, contacts, relationships, features as well as figures – sales revenue, order backlog and open positions – over the interface from the ERP software.
- A central system for data storage instead of several databases
- Complete overview of all information per member
- Clearer communication with the members
- Optimization of the quality of services
- Targeted customer approach for marketing campaigns
Up-to-date and complete information at any time
The employees experience sustainable support over the centralized database made possible by SMARTCRM. All information concerning the many members of the purchasing and marketing group for the optical stores is available at any time in just one system. Thanks SMARTCRM and to the CTI function, the employee is provided with the name of the member calling, the moment the phone rings. With a click, he opens the corresponding customer file and sees the complete activity history, with which colleague and why the caller communicated previously. With this knowledge, all employees of Brillen-Profi can answer requests quickly and competently.
As a result, the processes are more efficient and the service is optimized. Since Brillen-Profi categorizes the request in SMARTCRM, they can be also evaluated there. So the company can at any time recognize which processes must be improved or how many responses there were to a certain action. The selection of a target group for a marketing campaign has been optimized, since user-defined features allow Brillen-Profi a targeted address of its members and therefore a reduction in spreading loss. In order to even more adapt to the needs of its members, Brillen-Profi would like to use the feature function more intensely for further evaluations.
Separated Sales Evaluations of two Areas
The comprehensive evaluation possibilities of the sales figures in SMARTCRM are for Brillen-Profi a great advantage. The CRM system imports figures from the sales of own-brand products and from the centralized settlements over the interface. Using a filter, custom-configured for the company, the employees can select the area for which the evaluation should be displayed. Thus, Brillen-Profi receives, for instance, with a click, current collection evaluations up to the document level per member or sales with a given own-brand product in yearly comparison.
Prior to the CRM implementation, the staff had no full access to all current information, since it was stored and managed in different databases. A complete overview of all information per member was not available.
The use of SMARTCRM solved this problem. All information and activities with the members are documented in the CRM system and therefore always available to the employees, establishing this way a basis for excellent and fast customer service. Brillen-Profi plans to introduce an additional interface to a document management system. Here again, the CRM manufactu-rer can offer standard interfaces to diverse systems.
The acceptance of SMARTCRM is really high in our company. Previously, customer information was only in partial areas accessible to everyone. This may have led that important information was not always available while in contact with the members. With SMARTCRM, we have access to all data at any time.Stefan Sirch, IT, Organization, Accounting at Brillen-Profi-Contact GmbH