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-Soft-ware. 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 details at different levels in SMARTRM.


  • 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 fills in the quotation or sample templates automatically 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 evaluated. SMARTCRM displays the sales figures of 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 any time the sales revenue and the number of new customers in view. 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 sales representatives 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 get 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


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

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.