Härterei Gerster AG

In 2017, Gerster AG decided to implement SMARTCRM. Thanks to the CRM support, internal sales processes in field and back office should be optimized in order to be able to guarantee a more efficient and more effective customer care – and therefore to improve customer loyalty and satisfaction. Given the numerous interfaces to customers, bundling all important customer-related information and agreements was a goal of great importance for Gerster. The CRM system should provide the employees with a fully up-to-date and central panoramic view of these data. In addition, the CRM implementation should guarantee an optimal tracking of leads from the initial contact to the outgoing offer up to the order. When reaching a decision, we convinced as a CRM manufacturer, a mid-sized partner “at eye level” as well as with competent support in the decision process. Our CRM solution scored with its high flexibility, thanks to which Gerster’s customer-specific adaptation requirements could also be implemented.


  • Intuitive usability
  • Interface to the ERP system AMS
  • Manifold analysis options
  • Integration of Microsoft Outlook
  • CTI connection
  • Mobile CRM for field staff

Interface to AMS

Another great advantage for Gerster was the interface to the implemented ERP system AMS. Via this interface, SMARTCRM imports addresses, products (treatment processes), figures material – such as turnover positions, open items and payment practices – as well as the quotation hit rate and quotations as pdf file including positions. The latter, including their positions, are automatically stored in the corresponding CRM customer file and thus remain traceable and exploitable at all times. The diverse BI features in SMARTCRM are used to analyze the figures and to make them available at different levels, such as per customer or per product/treatment process. Therefore, it is easier for the employees to display, for example customer sales trends or to recognize changes in the process requirements.
Thanks to the bidirectional interface, SMARTCRM exports data to AMS and therefore simplifies the process for creating a customer based on the prospective customer’s data already recorded.

Project goals

  • Central bundling customer-related information in one system
  • Lead tracking from the initial contact to the order

Constantly up-to-date in the field

Before the introduction of SMARTCRM, the analyses of figures were still laboriously compiled in numerous Microsoft Excel spreadsheets which were neither up-to-date nor always available to everyone. Today, the information is available to the field staff just before a customer visit at the press of a button on their screen – when on the go either through offline access on their notebooks or online using SMARTCRM.App.
In addition, employees are kept informed on possible agreements, open quotations or customer requests already treated by colleagues at a glance into the activity history and can react accordingly during the visit. Indeed, thanks to the integration of Microsoft Outlook, important e-mails of the customer can be conveniently added to the corresponding activity history. The CTI connection facilitates calling directly from the customer file.

More efficient processes even for back office

If field employees document a customer visit in the CRM system and create tasks for colleagues, all this information is available to the office staff in real time. In the past, for instance, they used to have to take into account the presence of field service colleague when preparing quotations, but now, SMARTCRM is rendering their processes more independent and more efficient.

Benefits also for the marketing department

SMARTCRM is also used in marketing at Gerster. There, the employees benefit from the wide range of selection options, enabling, for example, the right target group to be addressed when sending invitation to a trade fair. Mailings are also sent directly from SMARTCRM and feedback is documented in the contact file.


In the future, in addition to sales and marketing, Gerster would like to connect more departments to the CRM system. This should be supported by targeted adjustments to improve the user experience. Furthermore, the possibilities of the module SMARTCRM.GeoMap should be used for planning visits.

The acceptance for SMARTCRM is really high in the sales division. Departments working close to distribution are also discovering the advantages of using a CRM solution. For instance, SMARTCRM has made it much easier to monitor customer and product-specific sales developments on a regular basis.

Michel Saner, Sales manager at Härterei Gerster AG

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.



Gerster relies on the interface to the ERP system AMS.