Herrmann Ultraschalltechnik GmbH & Co.KG

Herrmann Ultraschalltechnik GmbH & Co. KG has been using SMARTCRM since 2003 – and now it is used throughout the company. SMARTCRM has continued to grow at Herrmann Ultraschall. Today, more than 200 employees work with the CRM solution in sales, order processing, development, service, and marketing. Not only the German headquarters are connected to SMARTCRM, but also the locations in the USA, China and Japan. These are represented by four different clients, so that local employees only have access to the data relevant to their work. It goes without saying that a complete overview of all information across all locations is possible at all times.


  • Connection of CRM system to abas ERP
  • Comprehensive project management
  • Quotation creation in multiple languages and currencies
  • Price calculation for tools to be produced
  • Scheduling and task manager

It is important for Hermann Ultraschall that the interaction between the implemented abas ERP system and the CRM solution is optimal. We were able to meet this requirement thanks to our interface competence developed over decades and our great experience in the abas environment. We connected abas via a bi-directional standard interface, but also implemented numerous individual customer requirements. Via the interface, SMARTCRM imports master and transaction data such as customers, products and product groups, product images, special prices, devices, value tables as well as the key figures: sales, incoming orders, order backlog and open items from the ERP solution. In the other direction, SMARTCRM exports customers and order items to abas ERP. Another big advantage is the direct access to abas from the SMARTCRM customer file as well as from the project file. SMARTCRM evaluates the figures from abas on different levels and makes them available in various analyses. Since Herrmann Ultraschall also uses Power BI, SMARTCRM automatically provides Power BI with customer-related CRM data, such as quotations.

Project goals

  •  Mapping of internal workflows
  • Optimal integration of the field force
  • Transparency of sales goal achievement
  • Professional, targeted mailings

All sales-relevant information is available to the sales force directly in the CRM system – either offline on their notebooks, online with the app on their smartphones, or via remote desktop access to the central database. This includes, for example, the current achievement of agreed targets, which are managed in detail and broken down by business unit in Herrmann Ultraschall’s SMARTCRM. At the touch of a button, employees can see an overview of all their targets, including a comparison of actual and target values, so they are always up to date and can take action if necessary.

Project management is another key aspect of CRM at Herrmann Ultraschall. Sales projects are documented in SMARTCRM from the initial inquiry to project completion and beyond. The company distinguishes between main projects and follow-up projects, such as a feasibility study and the resulting machine. The latter is managed in a separate project file, but linked to the main project. This not only improves transparency, but also provides a view of each project as well as a complete overview. In the project file, SMARTCRM bundles all participants and all communications. To complete the activity history, emails from the numerous local Microsoft Outlook accounts are imported into SMARTCRM via SMARTCRM.Exchange.Sync and automatically stored in the corresponding customer and project file. Relevant framework parameters for the application as well as for the customer’s needs are queried via specific mandatory fields, resulting in a detailed project evaluation.

Quotations are also created directly in the CRM solution. Document templates stored in the CRM system, multilingual, illustrated text modules and a pricing tool that takes discounts and currencies into account ensure that quotations can be created quickly and easily. A great advantage for Herrmann Ultraschall is the possibility to calculate the price of the sonotrode to be manufactured in the CRM system thanks to the interface to abas. The corresponding basic data for the calculation are imported from abas ERP and automatically updated in SMARTCRM when changes are made there. Based on this, an individual price calculation is carried out for each quotation in the CRM system. Before the introduction of the calculation tool, the company worked with mixed cost modules which covered a wide range and only allowed a rough price estimation.

When an order is placed, it is also prepared in the CRM solution and transferred to abas ERP. The CRM support does not end with the order: all details regarding order processing, technology, production and tickets are documented in the project file and can be analyzed in detail. Evaluations of due quotations, the forecast or the average processing time are just a few examples that facilitate targeted sales work and competent customer support at Hermann Ultraschall. The company also relies heavily on the task manager and scheduling tools in SMARTCRM.Organizer. For example, the documentation of all service appointments in the schedule enables optimal planning and use of resources. Functions such as reminders and due dates provide valuable support.

The marketing department also benefits from SMARTCRM. The major advantage here is the standard interface between the CRM solution and the email marketing tool Inxmail Professional. Herrmann Ultraschall has stored various mailing lists and templates in this tool. The respective recipients are selected in SMARTCRM using features and automatically transferred to Inxmail via an interface on a daily basis. The personalized dispatch and the subsequent evaluation of the mailings take place in Inxmail.

SMARTCRM is used extensively in all departments at Herrmann Ultraschall, and the collaboration between the company and SMARTCRM is just as intensive. Weekly meetings with key users and the SMARTCRM project manager ensure that the CRM project stays on track, questions are answered quickly, and new requirements are integrated. It is therefore no surprise that Herrmann Ultraschall is highly satisfied with SMARTCRM, even after 20 years of use.

While the abas solution focuses on controlling internal business processes and resource planning, we were able to perfectly integrate and optimize customer-related processes in sales, service, research, development and marketing across all departments thanks to SMARTCRM. The global use of SMARTCRM and the central documentation of customer projects and activities provide maximum transparency and enable a targeted sales approach. SMARTCRM has become an essential part of our daily work and is an indispensable pillar of the company's growth.

Bernd Breuninger, CRM Project Manager at Herrmann Ultraschall

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

Herrmann Ultraschall relies on the interface between SMARTCRM and abas ERP:

Connection between SMARTCRM and Inxmail

In marketing, Herrmann Ultraschall benefits from the interface between SMARTCRM and Inxmail Professional.

Inxmail Professional


SMARTCRM and Inxmail professional ensure efficient e-mail marketing. Minimize your distribution losses and easily send personalized mailings.