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 selectable 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:


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

Fritsch relies on the interface between SMARTCRM and proALPHA: