HERWE – chemisch-technische Erzeugnisse GmbH

Information is the backbone of sales work. The sales team must be able to access data from the ERP system used by Herwe, abas Business Software. Important was the establishment of an interface between SMARTCRM and abas-ERP. Sales analyses play an important role at HERWE. The figures should be therefore evaluated in detail at different levels in SMARTCRM.


  • Digital address file with all customer information
  • Data from abas ERP to SMARTCRM
  • Pre-configured EDP interface
  • Sales analysis at different levels
  • Drill-Down: from overview to details
  • All information and current figures available also offline on the field

At the end of 2001, Herwe – chem.-tech. Erzeugnisse GmbH introduced SMARTCRM in field service and back office. Via the pre-configured EDP interface between SMARTCRM and abas Business Software, SMARTCRM updates customer’s and supplier’s information, product data, open positions and sales figures. Herwe manages 21.000 addresses with SMARTCRM. The address file of SMARTCRM brings together all sales-relative information about customers and prospects including potential assessments and sales figures. The employees document in the address file all activities with customers – from phone calls, e-mails to visit reports. The employees reach by clicking an overview of quotations, sent samples, open positions and sales revenues with the customer. Each employee accesses the same data. The field service staff has all information and figures of his sales area offline on the notebook. Thus, when on a customer visit, they are up-to-date on the last activities, quotations and open invoices.

Project goals

  • Important ERP information visible in the CRM system for all sales employees
  • Possible creation of different detailed evaluations of the figures at any time


With several thousand offers and samples a year, proposal system and sample shipping have a special significance. The product prices of the traded goods are determined by the current raw material price and are then subject to daily variations. During the data synchronization, SMARTCRM imports the latest product data and prices via the interface from abas-ERP. The latest figures are always at hand. Back office and field service employees add in SMARTCRM for each quotation or sample a project containing all important information, e.g., project phase, project volume, probability, realization date, quotation / sample positions and activities / follow-ups. The quotation and sample preparations are written in Microsoft Word. SMARTCRM automatically fills in the quotation or sample templates  with all data and calculates partial and total sums.

Both business areas – cosmetic products (Herwe) and flooring products (Hercotec) – are treated as separate clients in SMARTCRM. Via the interface, the latest figures arrive daily in SMARTCRM from abas-ERP and can be analyzed. SMARTCRM displays the sales figures on the customer, employee and company levels. In each evaluation, SMARTCRM can depict the figures as a whole or filtered per client, e.g., yearly sales revenue per client over any number of years, product group sales revenue in quantity and value, customer hit lists, overview of sales areas, open positions per customer, quotation / order statistics or sample overview. The sales development is strongly influenced by new customers. Thanks to a special evaluation, Herwe has at a glance  the sales revenue and the number of new customers at any time. SMARTCRM displays the new customers’ evaluation in the monthly comparison: current month compared to the same month last year. In addition, SMARTCRM shows sales revenue and quantity sold for each product group in monthly comparison. Developments and trends are recognized early.

SMARTCRM gives all Herwe employees uniform basis knowledge, even available offline to the field staff on their notebooks. Due to the clear arrangement in the address file, activity history and in the sales revenue domain in SMARTCRM, all employees can quickly gain an idea of the customer. Even the employees who have no direct contact with the customer are able to take inquiries or to provide information. So the optimal customer service is guaranteed. SMARTCRM supports also the company by selecting the less demanded of the profitable products from the great packaging and product diversity in the cosmetics and trading goods areas.

We use SMARTCRM also as a tool for sales controlling. We manage activities depending on sales and target analyses. This is really important for the acquisition of new customers. SMARTCRM is a system particularly flexible, which adjusts easily to customer-specifics requirements.

Dr. Thomas Konrad, Director of Sales at Herwe – chem.-tech. Erzeugnisse 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?
    • 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.



      • 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

Herwe relies on the interface between SMARTCRM and abas ERP:

Connection between SMARTCRM and Inxmail

Herwe benefits in marketing 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.