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


Thanks to its modular structure, SMARTCRM perfectly adapts to your business processes and requirements. The foundation of each SMARTCRM installation is the module SMARTCRM.Basis. Hereby, our CRM system already covers the important CRM tasks even across-department.



  • 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.

  • SMARTCRM.OfflineSMARTCRM.Offline


    • All CRM data handy on the go?
    • Talking through the open offers with the customer while visiting?
    • 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.



    • Customer visit over? Record the important agreements immediately in the CRM?
    • And send a task regarding the offer directly to the colleague?
    • Has he time tomorrow to clarify the details?
    • And all this using your smartphone, regardless whether Android or iOS?

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



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

    SMARTCRM.Web is your practical CRM on the go.



    • On the road and time left for a spontaneous visit? Perhaps with a prospective customer who has an open quotation? Who is nearby?
    • After three months, stopping by customers with declining sales? How do you optimize your driving route? See the route on a map?
    • And how to integrate the new customers in the existing sales tours?

    SMARTCRM.GeoMap shows you the direct path to customers.

  • SMARTCRM.PlanningSMARTCRM.Planning


    • Annual planning depending on territories? Key accounts? Or individual customers?
    • And also considering the seasonal curves?
    • Should there be any 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.

  • SMARTCRM.ScannerSMARTCRM.Scanner


    • Push business cards straight into the CRM?
    • With minimal effort?
    • During the fair?
    • And without internet connection?

    With SMARTCRM.Scanner, you save yourself from the cumbersome typing.

  • SMARTCRM.Exchange.SyncSMARTCRM.Exchange.Sync


    • Keeping track – not only of your own appointments but also of the ones of your team colleagues?
    • And what did the colleague representing you agree with the customer?
    • Is there anything written on this topic? An e-mail perhaps – and not only in the Outlook of the colleague but also centrally in the CRM?
    • And everything, without having to worry about how the data end up in Outlook and in the CRM – because everything runs automatically?

    With SMARTCRM.Exchange.Sync you are still in control of your appointments while on the go.

  • 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.

  • 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.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?
    • After the repair, immediately creating the maintenance report?

    SMARTCRM.Machines is our support for your service department.



    • Quickly finding real solutions for 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.



    • Always the corresponding solution for a customer problem?
    • Whipping up enthusiasm in your customers with quick help?
    • Sharing your solutions with colleagues?

    This works! With SMARTCRM.FAQ, your company-wide knowledge database.



    • Checking the current sales development before the annual evaluation meeting?
    • And comparing the sales trend of the top customer in your territory?
    • What products, that he has not been using yet, can you offer him?
    • Where can you see potential which are not yet used?

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



    • Here, CRM with customer information, there, ERP with figures and products – is there an easier way?
    • Everything important in one system? A centralized access for all colleagues?
    • Connecting ERP and CRM hassle-free? Best with a “finished” 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. 98% of our customers use the interface between SMARTCRM and their ERP solution. Do the same and rely on our interface competence.


Connection to the ERP system

Coats relies on the interface between SMARTCRM and SAP: