RUWAG Handels AG

Since 2015, RUWAG Handels AG has been relying on SMARTCRM in sales and service. A company-wide solution gained central importance with the growth of the company and a new business unit.


  • Standard interface to MAJESTY ERP system
  • Multilingual
  • One-time data import from the old system

When selecting the CRM system, RUWAG attached importance to the mobile availability in order that the field employees can access all necessary data when visiting a customer. In addition, SMARTCRM scored with professional guidance concerning the CRM processes and the system environment as well as the consideration of the company’s individual requirements and their implementation.

Project goals

  • Online/offline access to CRM data when on the field
  • Documentation of service calls
  • Complete documentation and archiving of the communication including documents

ERP connection: SMARTCRM and Majesty

An important requirement of RUWAG was the interface to the ERP system Majesty.NET. As a cooperation partner of UB-Software Entwicklungs- und Vertriebs-GmbH, SMARTCRM and its standard interface to the ERP solution stood out. Today, the CRM system imports stocks on hand data as well as sales figures and inventory and device data from Majesty.NET.

All instrument data at a glance

RUWAG manages its delivered instruments through SMARTCRM. All important information such as the date of installation, the device standard, the operational status as well as the date of the last maintenance are available in the relevant instrument file at a glance. Links to customer addresses and the corresponding activity history complete the panoramic view. Thus, the electronic file contains the service history of the instrument including service calls and reports.

Panoramic view of the service calls

For each service call, the employees create their service reports directly in SMARTCRM and record which instrument was the reason of the visit. In addition, the product data, documented in the instrument file, are automatically inserted in the report, so that all relevant information are accessible at a glance when opening a service report without having to switch to another file.

Optimal field service connection

The field service employees using the SMARTCRM.App when on the go also benefit from all this information. Via online access, all important data are available on their iOS or Android smartphones. This way, they see address or contact information as well as the full activity history when consulting the electronic customer file and thereby the current status, who last discussed which topics with the customer and what has been agreed.

All product information available in SMARTCRM, such as list and purchase prices, batch number and stocks on hand, are also accessible over the smartphone. If a customer wants information concerning the supply of the purchased merchandises, the field employee can immediately disclose the stocks on hand information at a glance in the app. Additional data concerning a given device, such as status, parameter settings or previous service reports are consultable at any time.

If no Internet connection is available, for instance when visiting a lab, the field employees can benefit from the offline capability of the CRM system and access all CRM data via their notebooks.

SMARTCRM enables more information transparency company-wide. An important milestone is the SMARTCRM.App, which provides us, when on the go, not only the CRM data but also the ERP data as well as the necessary information concerning our instruments in the lab.

Joël Mory, Head Administration at RUWAG Handels AG


  • 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.



RUWAG relies on the interface between SMARTCRM and Majesty.NET: