Coats GmbH

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.

Project goals

  • 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

Implemented modules

  • SMARTCRM.ProjectsSMARTCRM.Projects


    • Creating quotations in a few clicks and keeping track of all of them for follow-ups?
    • How high are the chances of success?
    • What is the current project forecast?
    • Who plays which role in the project and which arguments could convince the decision-makers?

    With SMARTCRM.Projects, you know exactly in each phase of your sales project you need to start.

  • SMARTCRM.InxmailSMARTCRM.Inxmail


    • By using SMARTCRM and Inxmail professional you automate your mailing processes. Indeed, a central database, extensive selection options, a complete documentation and a professional e-mail marketing solution all meet here.
    • Define your target group at any time, minimize the waste coverage and easily send personalized mailings and newsletter.

    SMARTCRM and Inxmail support you with a wide range of data protection, tracking and double opt-in features for GDPR compliant e-mail marketing.



    SMARTCRM already has an integrated document management system offering you numerous possibilities.

    This allows you to trigger different processes to edit, produce or manage documents directly from the CRM workflow.

    In addition, SMARTCRM can also be connected to third party document management systems.



    • All important data in one system?
    • A centralized access for all colleagues?
    • Connecting ERP and CRM hassle-free?
    • Best with a ready-to-use interface, which can be quickly and easily set up as a standard solution?

    With SMARTCRM.ERP, all customer-related ERP information can be found directly in SMARTCRM. 

  • SMARTCRM.Exchange.SyncSMARTCRM.Exchange.Sync


    • Keeping track – not only of your own e-mails, activities and appointments but also of those of your team colleagues?
    • Gathering all information centrally in the CRM
    • And this, without having to worry about how the data end up there?

    Central instead of local: so easily SMARTCRM cares for the synchronization of your communication and contact data between the CRM solution and Outlook through Exchange Sync.



    • Accessing customer information over the browser?
    • Calling online the current statistics figures?
    • Creating appointments and tasks over the Web and sending them directly to the colleagues?

    SMARTCRM.Web is your practical CRM on the go.



      • Checking the current sales development before the annual evaluation meeting?
      • And comparing the sales trend of the top customers in your territory?
      • Which products they have not been using can you offer them?
      • Where can you see potential which are not yet used?

      SMARTCRM.Sales shows you the answers since this is the CRM with your figures.

    • SMARTCRM.PlanningSMARTCRM.Planning


      • Annual planning based on territories? Key accounts? Or individual customers?
      • And even considering the seasonal curves?
      • Should there be plan deviations, how quickly can you react and adjust the projected figures?

      SMARTCRM.Planning offers you the long-term vision without losing sight of the latest developments.



    • A colleague is sick? What has been discussed with the customer?
    • Has the quotation already been sent? Should you do a follow up?
    • When is the next agreed visit?
    • What field service tours are planned for next week?

    SMARTCRM.Basis can tell you: what, when, with whom and with what result – centrally available in the CRM system for all employees and traceable even years after.



      • On your way back from a customer? The most important agreements immediately into the CRM?
      • And at the same time send a task to a colleague because of the offer?
      • Does he have time to clarify the details tomorrow?
      • And the whole thing using any mobile device, whether Android or iOS?

      SMARTCRM.App is your practical CRM on the go. Access important CRM data online at any time.

    • SMARTCRM.OfflineSMARTCRM.Offline


      • On the go and all CRM data accessible ?
      • Discussing the open quotations while at a customer site?
      • Writing a service report right after a maintenance appointment?
      • And all this without internet connection?

      With SMARTCRM.Offline, you always have your CRM with you – wherever you are.

  • SMARTCRM.TargetsSMARTCRM.Targets


    • Targets defined – and now?
    • How close are you to your target agreements?
    • How close is your team? And the whole company?
    • Are there any indications that you cannot achieve your goals? How can you react?

    With SMARTCRM.Targets, you keep the target in mind.



    • On the road and time for a spontaneous visit? A prospective customer with an open quotation perhaps? Who is currently nearby?
    • Back to the customers with declining purchasing volumes after three months? How do you get there? Look at the trip on a map?
    • And how do you integrate new customers into existing sales tours?

    SMARTCRM shows you the direct path to customers.

  • SMARTCRM.TourPlanningSMARTCRM.TourPlanning


    • Is the next weekly planning for the sales or service staff pending?
    • Which customers should be visited on the tour?
    • Which appointments have been already made?
    • To which tour can you combine them with?

    Schedule your tours with SMARTCRM at the blink of an eye: save time with visit suggestions, calendar entries and predefined visit reports.



    • Finding real solutions quickly when a customer calls?
    • Creating service cases and directly informing the relevant colleagues?
    • Coordinating and monitoring service appointments?
    • Early detection that several customers have already reported the same error?

    With SMARTCRM.Ticket, complaints become an opportunity to whip up enthusiasm in your customers.

  • SMARTCRM.MachinesSMARTCRM.Machines


    • Which machines has the customer in use?
    • When does the warranty expire and how long is the service contract?
    • When is the next maintenance work?
    • And at the customers’ premises? All urgently needed device information at hand?
    • Directly organizing a spare part delivery?
    • Creating the maintenance report immediately after the repair?

    SMARTCRM.Machines is our support for your service department.

  • SMARTCRM.CompetitionSMARTCRM.Competition


    • How is your market situation? Who are your direct competitors?
    • Which customers work with the competitor?
    • Which competitive products are in use?
    • What are the strengths of your products compared to the competition?

    With SMARTCRM.Competition, you keep an eye on your competitors and always find the right arguments for successful sales work.


Connection to the ERP system

Coats relies on the interface between SMARTCRM and SAP: