“CRM made in Germany” meets “Animal shearing devices made in Switzerland“

SMARTCRM deployed at the global market leader Heiniger AG

Heiniger AG:

  • Development and manufacture of animal shearing products

SMARTCRM at Heiniger:

  • CRM introduction
  • Bidirectional interface to abas ERP
  • Deployed in field and in-house sales
  • 9 licenses

Requirements and project goals:

  • Central data storage
  • Complete activity history
  • Standard connection to abas ERP
  • Diverse BI evaluations
  • Improved field integration
  • Convenient area search

Our customer base with abas ERP keeps growing. Thus, we are glad to welcome Heiniger AG as our new customer. The Swiss company, headquartered in Herzogenbuchsee, manufactures, in its third generation, animal shearing devices and is the global market leader for professional sheep shearing devices.

From now on, Heiniger relies on SMARTCRM in field and in-house sales as well as in marketing. The company decided to introduce a CRM solution due to the lack of field integration. They were already using abas ERP, but the field team had no access to it. If they needed information, they had to ask their in-house colleagues. This time-consuming information retrieval as well as the manual data maintenance in Microsoft Excel lists will come to an end with the implementation of our CRM system. Indeed, SMARTCRM provides employees with a central information pool across departments, which they can access themselves at any time.

Our bidirectional standard interface connects the CRM solution with abas ERP – a key criterion for the company when selecting a CRM system. SMARTCRM imports customers, contact persons, features, quotations as well as figures such as sales or order backlog items and open items. In the opposite direction, prospects, customers and contacts are also transferred to abas ERP. SMARTCRM analyzes the figures and makes them available in numerous evaluations on different levels at the press of a button. Thus, sales employees are always aware of the sales development of their customers and can react early in case of a trend change.

The complete activity history in SMARTCRM also facilitates the contact with customer, as employees are informed at all times on who has discussed about what and when with a customer. E-mails are automatically imported  from the Microsoft Outlook local accounts in the corresponding customer file via Exchange.Sync and provide a complete central all-round view on the entire communication – the optimal basis for targeted sales work and this also for field staff. This is due to the fact that the full CRM database is available to them, regardless of where they are and whether they are connected to the Internet. The offline capability of our CRM solution makes it possible. When an Internet connection is available, new and modified data such as visit reports are automatically synchronized with SMARTCRM main installation. Alternatively, employees can access online to the needed CRM information over their smartphones using the SMARTCRM.App.

As part of the CRM selection process, we scored at Heiniger with the area search functionality. Using this tool, field staff can view addresses within a certain radius of the starting address before a customer visit and check whether they could drive to other customers in the vicinity. For visualization and route planning, the addresses can be transferred to Bing Maps. In addition, a corridor search displays other interesting addresses along the route on the map.

SMARTCRM will also optimize marketing work at Heiniger. The assignment of features for addresses and contacts as well as the various filter options make it indeed easier to select the right target group and reduce wastage. The mailings themselves can be sent directly from our CRM solution.

The customer

Now in its third generation, the name Heiniger stands for high-quality animal shearing devices “made in Switzerland”. What began in 1946 as a trading company for fruit and vegetables has become a globally active quality manufacturer over the decades, the only supplier in the world to specialize in animal shearing. Since 1965, our animal shearing products have set the standard for quality, precision and reliability. Our products are developed and manufactured in the heart of Switzerland, in Herzogenbuchsee. Whether in Europe, North and South America, Oceania, Asia or Africa, whether sheep, cattle, camelids, horses, goats or dogs, hundreds of thousands of livestock are sheared daily with our devices worldwide. The customer proximity of the Australian, New Zealand and English subsidiaries, combined with the engineering and knowledge and precision manufacturing of the Swiss manufacturing company have resulted in Heiniger being the proud leader in professional sheep shearing today.





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?

    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

Heiniger relies on the interface to abas-ERP: