In the spring of 2002, the MAFELL AG decided to introduce the CRM software: SMARTCRM. Today, 55 employees in field service and back office work with SMARTCRM from the sales department via the purchasing department to the secretariat up to the executive level. MAFELL uses the ERP system abas Business Suite of longtime SMARTCRM cooperation partner abas Software AG. CRM and ERP systems are connected via an interface through which SMARTCRM imports the following data: address and product data, quotations, sales figures, open items, order backlog and special conditions.


  • Interface to abas Business Suite
  • Extensive sales evaluations up to the invoice position level
  • Multilingual
  • SMARTCRM as an SRM system in purchasing for communication and evaluation of suppliers

The leading system for customer management is abas Business Suite. In order to prevent maintaining the data in the two systems, there is the possibility to switch from SMARTCRM to abas-ERP with a click, for instance, to modify customer master data. In addition, the employees can create a quotation or an order in abas Business Suite directly from the SMARTCRM address file. The data are transferred into SMARTCRM over the interface. Thus, the employees have access to current data in both systems. At the moment, MAFELL manages approximately 13.000 addresses and more than 22.000 products in SMARTCRM.

Project goals

  • Targeted sales processed based on manifold evaluations of the figures
  • Time saving by mapping of the complex bonus program in the customer file

SMARTCRM prepares the data imported from the abas Business Suite for numerous sales evaluations. The CRM system shows daily comparisons of current sales to sales of the past. The employees can already see in the address file of the customer some evaluations at the customer level. The SMARTCRM Sales module delivers detailed figures. Here, the staff analyzes sales figures from different perspectives, including the sales development over the last 60 months, the product group sales revenue, the annual turnover per sales territory, order backlog per product group as well as the open items per customers. Moreover SMARTCRM offers the possibility to restrict the evaluations through filters. MAFELL uses SMARTCRM also to display the sales figures of customer groups. Therefore, the company has assigned its customers according to exactly defined criteria groups, e.g., all customers that belong to one concern. This way, MAFELL keeps track of the cumulated sales figure of these customers. For more detailed information, the employees change per drill-down function from the concern sales revenue to the individual sales revenue of one customer. In addition, SMARTCRM offers the possibility to evaluate sales figures of selected customers, e.g., all customers who have purchased the product X and the product Y in the current year.

MAFELL uses a sophisticated bonus program to grant its customers attractive conditions for their corporate loyalty. The employees record the respective currently valid bonus system in the address file of the customer or of the customer group. MAFELL grants its customers both a bonus on the obtained total turnover as well as on the increase in sales. In this case, the changes in sales are compared to last year’s and granted a bonus depending on the change (plus or minus). There are certainly also bonus arrangements. At the beginning and at the end of the year, MAFELL informs its customer via SMARTCRM about the achieved bonus level.

Furthermore, MAFELL uses SMARTCRM for communication with its suppliers. Therefore, SMARTCRM imports the suppliers’ data and figures from abas Business Suite. So that the employees are informed about the arrivals of goods and cash flows. Based on these data, they can successfully conclude, for instance, discount negotiations. The Locations and  Languages MAFELL uses SMARTCRM in Germany, France and Spain in the English, German, French and Spanish languages.

The sales evaluations give the MAFELL AG an overview at any time when which product in which number was calculated, which invoices have not been settled yet or how the turnover of the customer developed in the current fiscal year compared to the previous year. So, the company can lead discussions with customers in the favored direction. The ability to record the bonus system used by the company for each customer in SMARTCRM is a huge timesaver. The great advantage of such a system is indeed that the employees do not need to conduct time-consuming discussions about the level of bonus rates and the sales revenue level each year. MAFELL uses this time for discussion on measures that generate new revenues.

Even though not all the staff was convinced about what such a CRM system has to offer, we succeeded in convincing them. Before SMARTCRM, there were no such transparency between back office and field service, no daily updated data, broken down to the product or invoice position levels.

Jürgen Müller, Head of Sales Germany and CRM project manager at the MAFELL AG

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

MAFELL relies on the interface between SMARTCRM and abas ERP: