SMARTCRM convinces with abas interface and satisfied customers

AZ Armaturen relies on CRM support in sales

AZ Armaturen GmbH:

  • Manufacturer of industrial valves and accessories 

SMARTCRM at AZ Armaturen:

  • 24 licenses
  • In use in sales field and back office

Requirements and project goals: 

  • Standard interface to abas ERP
  • Extensive sales analyses
  • Mapping of group hierarchies and relationships
  • Field staff integration with offline access

In the future, SMARTCRM will support the field and office staff in the sales department of the AZ Armaturen GmbH.
The family-owned company, founded in 1963 and with headquarters in Mönchweiler, Germany, manufactures industrial valves and accessories with around 500 employees in four plants and one foundry.

AZ Armaturen has already been using the ERP system abas. For this reason, the goal was to introduce a CRM solution that can be easily implemented and linked to abas ERP. For more than two decades, we have been a cooperation partner of the abas Software GmbH and can fall back on extensive ERP know-how. In addition, we offer a standard interface to abas ERP which can be set up with low effort but which can be adapted to the individual requirements of the customer. With this expertise, we scored at AZ Armaturen GmbH during the decision-making process. Moreover, the company was convinced by the positive feedback from some of our customers following direct discussions.

SMARTCRM will import among others addresses, contacts as well as figures such as turnover, and orders on hand items such as open items over a bi-directional interface to abas ERP. In the opposite direction, our CRM solution will transfer addresses as well as contacts to the ERP system.

Our CRM software analyzes the imported ERP figures at different levels, such as per customer or product and provides the employee with the evaluations at the press of the mouse. The mapping of hierarchies and relationships was an important CRM requirement of the company. Many of their customers are large corporations with several subsidiaries. SMARTCRM not only allows such multi-level hierarchies to be clearly depicted but the analyses can also be called up both at group level or for the individual company. This means that in the future, AZ Armaturen will be able to visualize at any time which products are purchased by the group or by the subsidiary or which product have not yet been purchased.

The field staff will also benefit from the central bundling of all customer-related information. Before the CRM introduction, they only had access online to the company network. Without Internet connection or when archiving data locally, they were denied access to important information. This will change with SMARTCRM. Since the field staff can now access the entire CRM database offline and thus access it at any time and from anywhere via their notebooks. Once an Internet connection is available again, the newly created data such as visit reports or appointments are synchronized with the main installation. Received e-mails are automatically imported from Microsoft Outlook into the corresponding CRM customer file and are thus also promptly available to other colleagues. Time and effort required to obtain information is thus significantly reduced for all sales employees.

Alternatively, the sales team can access SMARTCRM using the SMARTCRM.App on their smartphones or tablets for iOS and Android and for instance they can make use of the convenient voice input function to document visit reports.

Our CRM solution supports AZ Armaturen in planning visits as well. Due to the integrated area search, the appropriate customers located in the vicinity of an address can be easily found. They can be visualized with a click in Bing Maps and the optimal route can be planned.

The customer

The AZ group of companies, now in its second generation of family management, produces high quality industrial valves and accessories in four plants and one foundry, with exports accounting for approximately 60% of sales. Around 500 employees work in the various plants and service branches worldwide. In addition to the headquarters in Mönchweiler, Germany, with central design, quality management and purchasing, the production is also carried out in three other plants. Worldwide projects also require global presence, which increases customer proximity and leads to faster, more flexible production. All plants manufacture and test according to the same quality standard.

The 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.


The ERP interface

AZ Armaturen relies on the standard interface to abas ERP: