The first goal after the introduction of SMARTCRM was to optimize the internal and external communication, this was made possible by centralizing data storage. This had become an imperative in a database of more than 140.000 addresses and more than 130.000 products. Secondly, the connectivity of field service needed to be optimized, since Coats supports its many customers through a tight network of sales representatives. Uncomplicated communication between field service and back office is very important.
- Access to all customers and sales data also offline for field service on the notebooks
- Bidirectional interface between SMARTCRM and SAP R/3
- Easy order entry and automatic documentation of the orders
- Digital address file with all customer information
Another target of the CRM implementation was to create a quick and easy order entry – offline as well as on the notebooks. During peak periods, Coats GmbH would have up to 15.000 order items a day. Today, more than 120 employees work in the Coats subsidiaries – including 100 in field service – with SMARTCRM. The CRM system maps the complete customer-related processes. SMARTCRM stores all activities from mailing to quotation in the digital customer file. With all this information, the employees get a comprehensive customer profile. They know, for instance, when the last visit by a sales representative took place or which product the customer ordered. SMARTCRM imports via an interface to SAP customer data, product master data, sales figures as well as complex conditions and discount model.
- Centralization of data from different sales channels and communication paths
- Optimization of the internal and external communication
- Improved connection of the field service
- Uncomplicated communication between field service and back office
- Quick and easy order entry
The field service employees have all addresses of their sales area offline on their notebooks. In order to obtain the latest information promptly, a data synchronization between their CRM on the notebook and the central version in the company takes place daily. Data exchange is run per e-mail or via the network in the company. New orders are created in SMARTCRM by capturing product number, color and quantity. The branching from the order entry to the product master data allows the employees also to search for a product via the label. The found product will be provided only with the quantity specification and added automatically as position in the quotation. Likewise, SMARTCRM creates a new activity. If there is already a similar order, the employee transfers his positions to the new quotation. Via data synchronization, the order is transferred to SAP.
Coats manufactures and distributes also furniture in which the dealers can present the products. The furniture management of the CRM system represents all relevant information at a glance – from furniture data to filling plan. Come a customer request, the employees can with a click of the mouse branch out from the address the customer data and be knowledgeable about all sales transactions.
Coats GmbH uses also the information in the CRM system for selections to carry out targeted marketing campaigns. For example, the hand knitting yarn of the color B can be presented in a mailing to all customers that have already ordered the hand knitting yarn of the color A.
The extensive evaluation possibilities are other advantages for Coats GmbH. The CRM system imports on a daily basis via an interface with SAP the new sales figures and analyses them on different levels. The employees have clear and detailed evaluations of products and product groups and up to each product color on hand. Overviews show, for instance, which products are selling well, or how high revenues are in one industry.
Through the unified data base, Coats GmbH improves the information flow and provides customer data. Thanks to the quick and easy order entry, the sales department has more time to inform customers about new products and to gather feedback on quality and service. With SMARTCRM, the company optimizes its sales-related business processes and raises the productivity of the sales team. Since the field service staff can organize for a more effective customer care thanks to the offline function of SMARTCRM.
SMARTCRM convinces through an excellent performance spectrum with a balanced functionality and usability in the operational as well as in the analytic and the communicative areas. The added value that we can offer to our customers has increased continuously with SMARTCRM.Jerry Doutsios, Manager Outside Service Control at Coats GmbH