Since 2014, SMARTCRM has been supporting the employees of the Carl Roth GmbH + Co. KG in sales, marketing, service and purchasing. The goal of the CRM implementation was a clear and customer-oriented internal and external communication. Furthermore, the CRM system should support the uncovering of sales potentials or their early detection.
- Bidirectional standard interface to abas ERP
- Deposit of sales targets and representation of the current target achievement
- Standard interface to abas DMS
- SRM functionalities in the CRM system
In addition to its headquarters, Roth runs a logistics center at Karlsruhe’s Rhine Harbor. This is connected to the SMARTCRM main version as a branch. This way, both locations have access to the current database. The subsidiary in France should be able to access the CRM system as a separate client in a near future. The CRM information that they need for their processes would therefore be available to the local employees.
- Extensive evaluation options of the sold products
- Transparent, customer-oriented internal communication
- Uncovering new sales potentials
Standard interfaces to ERP and DMS
Roth’s implemented ERP system is abas ERP. As a long-term cooperation partner of the abas AG, SMARTCRM GmbH offers a preconfigured bidirectional standard interface to the ERP solution, which was adapted for Roth with minimal additional effort. Using this connection, SMARTCRM imports the data of customers, prospective customers and suppliers, products, as well as quotations, order backlog, turnovers, contribution margins, open items, the figures for the purchasing and also tickets.
The CRM system evaluates these data on different levels and provides with a click the analyses up-to-date and at any time.
Another standard interface connects SMARTCRM to the abas DMS of the HABEL GmbH & Co. KG implemented at Roth. This allows the employees to transfer their documents from the CRM solution to the DMS with a click. Vice versa, the DMS research or documents archived in abas DMS can be opened directly from the CRM system.
Support in all sales processes
SMARTCRM supports the sales employees in numerous customer-related processes such as the quotation tracking. The quotation including each items are automatically transferred from abas ERP to SMARTCRM and made centrally available in the corresponding customer file. Roth has defined a release process for quotation writing, so that the employee in charge can release the quotation for sending at the press of a button. The dispatch of documents by e-mail can then be done directly from SMARTCRM.
Thanks to the numerous analyses in the CRM system that are particularly important to the company sales work, the employees can see at a glance which customer has open offers or which products he has previously ordered. When before the CRM implementation time-consuming Excel spreadsheets were created, now the sales employees can visualize the turnover of a customer or compared to the previous year’s value as well. Roth can analyze the cumulated sales figures of purchasing associations or individually take into consideration each corresponding company. This information helps detecting trends, regarding both the purchasing behavior of the customer as well as the success of a product. The employees deposit the discounted prices and the reason of the discount in SMARTCRM. Therefore, the cause why a discount has been agreed remains transparent. Special overviews also show for instance product that are offered under a given margin, as well as the reason why. Using a trend evaluation for customers with declining sales compared to the previous year, employee can take countermeasures early and adjust their sales activities accordingly.
If a customer owns competitive products as well, the customer file in SMARTCRM is linked to the corresponding competitive information. Thus, the sales employees can exhaust untapped potential using the knowledge of which competitors supply a customer.
In addition the CRM solution supports them to implement their target agreements defined by the sales team and stored in SMARTCRM. Colored icons indicate at any time whether they are achieving their targets.
SRM with CRM
SMARTCRM also supports Roth in purchasing. The suppliers are managed and classified in the CRM solution as well as the corresponding communication. SMARTCRM imports orders and invoices from the ERP system via an interface and analyzes them.
SMARTCRM supports sustainably our sales processes and allows us to recognize the cooperation of associations on the market, to detect unused potentials and to shape our internal communication as much transparent and customer-oriented as possible.Dr. Volker Nagel, Sales manager at Carl Roth GmbH + Co. KG