Once again SMARTCRM proves its worth in the brewery industry

Distelhäuser Brauerei Ernst Bauer GmbH & Co. KG:

• Brewery

SMARTCRM at Distelhäuser:

• CRM first implementation
• 20 licenses
• In use in the sales and marketing departments

Requirements and project goals:

• Mapping of customers‘ hierarchies and relationships
• Complete history of the communication, contract agreements, etc.
• Interface to ERP system INTEGRA ERP
• Extensive sales analyses
• Field service integration

Once again, a brewery opted for implementing our CRM solution. From now on, SMARTCRM supports sales and marketing processes of Distelhäuser Brauerei Ernst Bauer GmbH & Co. KG.

The medium-sized brewery located in Distelhausen, Germany, currently produces over 21 different beer specialities with approximately 150 employees. All Distelhäuser beers are certified by the quality seal Slow Brewing.

When selecting a CRM system, the brewery decided for SMARTCRM based on our industry experience. In addition, we scored with our interface expertise as well as the optimal field service integration via the CRM solution.

An important requirement of the brewery is to map the relationships of addresses belonging together. Thus, both natural and legal persons are to be managed in SMARTCRM and their affiliation visualized. For instance, if several restaurants belong to one tenant, they are linked together in SMARTCRM. In the retail sector, our CRM solution can map complete group hierarchies. On the one hand, this means that when a customer file is called up, it is immediately evident with which other addresses it is related to and how they are related to each other. On the other hand, sales figures of a group can be accessed cumulatively or viewed and compared individually.

In addition to SMARTCRM, Distelhäuser uses the ERP software INTEGRA. We could easily connect the ERP system to our CRM solution via an interface. In the future, figures such as sales and order backlog items will be automatically transferred from INTEGRA and processed in SMARTCRM. This will enable sales staff to verify directly in the customer file before a visit, for example, how many hectoliters have already been sold to the customer this year, compare them with the previous year’s values and act accordingly during the visit. If several addresses are linked to each other via relationships, the sales figures can also be called up cumulatively. In a second step, Distelhäuser would like to compare the actual figures with planned figures to even more target their sales activities thanks to SMARTCRM.

The field and office sales staff should be sustainably supported by SMARTCRM. Up to now, field service employees had little access to customer information. In the future, they will have all important information available even when on the go. Thus, they can call up the information either online via SMARTCRM.App or they can access the full CRM database offline using their notebooks. The field employees can also manage their expenses with SMARTCRM as well as planning their tours. They can indeed easily create tours and can automatically generate planned activities as well as appointments. The optimal visit planning is completed by an area search and the visualization of addresses and routes in Bing Maps. Using SMARTCRM, they can access the required reports, tasks and appointments directly in the CRM system themselves. Given that the e-mails are automatically imported in the CRM system via Microsoft Exchange and stored in the corresponding customer or prospective customer file, their communication remains completely traceable at all times. Just as important for Distelhäuser is to keep track of concluded contracts. Therefore, they are now stored in SMARTCRM. Follow ups automatically remind the employee in charge that the contract is about to end.