Steinfels Swiss Division of Coop

Since 2010, the Swiss company Steinfels Swiss has been working with the CRM software SMARTCRM. Given that the previous CRM software was not executable on Windows 7, the decision has been taken to introduce a new CRM software. SMARTCRM scored with competent advice and best value for money as well. Thus, today, SMARTCRM supports 50 employees in the sales, service and marketing department. Since Steinfels Swiss offers products on different segments – hotel and industry – they are represented as clients in SMARTCRM. A goal of the implementation was the connection of the field service employees. The offline-capable SMARTCRM guarantees the access to all data with their notebooks.


  • Interface to Microsoft Dynamics AX (formerly Microsoft Axapta)
  • Field service connection via offline access
  • Detailed machine and device management
  • Quotation writing and monitoring in the CRM system
  • Extensive analyses and evaluations also for the distributor sales
  • Statistics on visits and target/actual comparisons of the sales targets
  • Visit planning for sales and service

Machines and Devices Detailed Information

Furthermore, SMARTCRM fulfills the wish of an optimal machine and device management. Thus, the company can maintain in the CRM system all information up to the fillers of each device. Likewise, for each device, dosing settings history is available.

Project goals

  • Field service connection
  • Documentation of machine information
  • Daily overview of the development of own sales as well as the dealers’
  • Optimal coordination of the service visits

All Retailers at a Glance

SMARTCRM supports sustainably Steinfels Swiss in sales management. Indeed, the company used to make statistics on Microsoft Excel spreadsheets and to send them to its field staff. This step was dropped with SMARTCRM: via an interface, product data as well as sales figures from the ERP Software Microsoft Dynamics AX system are imported. So the CRM system allows Steinfels Swiss not only to visualize their own daily sales figures on different levels, but also the ones of its retailers. Sales representatives and managers keep track of the current sales development.

Multilingual Offers

Steinfels Swiss field staff writes about 50 offers a month. These are created directly in SMARTCRM. To this purpose, the company has stored templates with their own corporate design in the CRM system. SMARTCRM fills in the Microsoft Word document automatically with the recipient’s data as well as the corresponding prices. For each quotation, individual discounts for product groups or single products can be entered, and are calculated in the total price. Likewise SMARTCRM fills in product text modules. Since they can be stored in different languages, it is easy for Steinfels Swiss to write the quotation in German or French. The quotation is archived in the electronic customer file. All processes – and thus all quotations – of a project are shown in SMARTCRM on its own tab and can be tracked easily. The employees can switch to the linked addresses, activities or machine files and thus stay fully informed. After adding a quotation, the sales representative sends a task to the office associate through SMARTCRM to mail the documents.

Visit Planning for Sales Representatives and Assemblers

Steinfels Swiss maintains a zip code assignment in a list for all service and sales staff. This is imported in SMARTCRM, whereupon the CRM system makes automatically the address assignment. Sales and service associates use the visit planning in SMARTCRM and are automatically reminded of the visits‘ agreements in the defined rhythm. In addition, they can display visit statistics for a given time period and per employee in the CRM software.


SMARTCRM optimized processes in sales, service and marketing at Steinfels Swiss. In the past, the field service staff had to be contacted by e-mail for all important information, now they can see freely all data in SMARTCRM with a few clicks – from address information on project processes to daily statistics and sales targets. So SMARTCRM supports in a sustainable way the sales management at the company – and thanks to the offline capability, outside of the office. The service staff can better plan and coordinate their interventions. The visit planning in SMARTCRM helps them when making an appointment. Thanks to the seamless activity history as well as the extensive devices database, they always know what type of activity was with a customer and what machines and devices he has in use. In addition, SMARTCRM optimized marketing processes and thus simplified the sales planning and controlling. Moreover, the employees use the extensive selection options to purposely address defined target groups.

The acceptance of SMARTCRM is really high amongst the employees. They see the advantages the CRM system offers to their daily work life, for instance to maintain our machine and device data. Their management in SMARTCRM is for us a great and important improvement.

Jordanis Katsakis, Sales Manager at Steinfels Swiss

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.



Steinfels Swiss relies on the interface between SMARTCRM and Microsoft Dynamics AX: