Fritsch GmbH

Since the summer of 2016, the Fritsch GmbH has been relying on the CRM system. SMARTCRM scored with the standard interface to proALPHA. The manufacturer of application-oriented laboratory instruments needed a software solution to meet the high requirements for information and coordination. The company was convinced by SMARTCRM’s coherent concept as well as the great support.


  • Standard interface to proALPHA ERP and DMS
  • Offline capability for optimal field service connection

Interface to proALPHA

Additionally, SMARTCRM scored with a bidirectional standard interface to the ERP system proALPHA used by Fritsch. Using the interface, SMARTCRM takes over from the ERP software the customer and prospective customer, product, quotation header, tickets, machine and figures material for a wide range of analyses. Vice versa, the prospective customer addresses and contacts, added in the CRM system, can be transferred to proALPHA. An interface between proALPHA DMS and the CRM system has also been set. Thus, the employees can transfer at the click of a mouse the stored document to the Document Management System, for instance, or call up a document archived in proALPHA directly from the CRM system.

Project goals

  • Tracking of activities, projects and tickets
  • Documentation of device information

Panorama view in sales

Moreover, SMARTCRM supports the sales employees with further functions. Thanks to the complete activity overview, as well as the easy task management and scheduling, the processes have become significantly more transparent and more comprehensible.

Likewise the field service connection has also been optimized, as now the employees can access important CRM data using their notebooks on the go – thanks to the offline capability even in areas with limited internet access. This means that they have access at all times among others to the electronic project file, in which all important information from the complete communication to the volumes of the quotation variants at any time. The quotation data are automatically taken over from the ERP system through the interface. This allows the tracking and the monitoring of the volumes directly in the CRM system.

Targeted marketing actions

The marketing department also benefits from the use of the CRM. Thanks to SMARTCRM, marketing actions can be more precisely prepared. Indeed, the employees can assign addresses and contacts to target groups using freely definable features and for instance select the recipients of their newsletter. The appropriate target group is comfortably selected by means of the comprehensive filter functions. The sending of mailing and newsletters as well as the simultaneous generation of features or tasks – i.e. for follow-up actions – are directly possible in the CRM system.

Service support

Furthermore, SMARTCRM is in use in the service department. Fritsch imports the Callmanagement from proAlpha to SMARTCRM, where the tickets are stored in the corresponding customer file. Through the linking of all the corresponding activities such as phone calls or e-mails, the treatment of a ticket is traceable and evaluable in the CRM. Recurring service inquiries and solution propositions can be documented in the FAQ, the knowledge database in SMARTCRM, and called up by the service employees at all times. The management of the device information is also of great advantage. Fritsch stores the important data relative to the devices used by customers – such as maintenance information and technical data – in the CRM system. Assignments of tickets and activities to the relevant equipment ensure a panoramic view.

SRM with CRM

In the purchasing department, the employees also work with SMARTCRM since the CRM system provides them with diverse supplier information as well as fully documented communication.


Fritsch is really satisfied with the CRM implementation, the mentoring of the CRM manufacturer and with SMARTCRM’s daily support. This also applies to the user-friendliness of the CRM system. Thus, its use has been largely well accepted among the employees as they could recognize the added value for their work processes. The attendance of the master data maintenance and their quality have been clearly improved.

In the future, Fritsch would like to gradually expand the use of the CRM solution and the processes it handles. SMARTCRM should, for example, ensure fast data acquisition at trade fairs. Fritsch would also like to use the extensive current sales evaluation on the company, customer or product levels for successful sales control.

The attendance of the master data maintenance and their quality have been clearly improved, the processes have become significantly more transparent and more comprehensible thanks to the personal information manager and the activity overview. This is a major step forward for us.

Maximilian Fritsch, Executive assistant at Fritsch 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?

    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

Fritsch relies on the interface between SMARTCRM and proALPHA: