03.12.2021

SMARTCRM scores again in the brewing industry

Glaabsbräu relies on our CRM and OfficeBrau connection for sales and distribution

Glaabsbräu GmbH & Co. KG:

Brewery

SMARTCRM at Glaabsbräu’s:

CRM introduction
Interface to GRS.BRAU
Deployment in field sales and back office

Requirements and Project Goals:

Creation of a central information pool
Improved internal and external communication
Connection to the ERP system OfficeBrau

We are pleased to welcome Glaabsbräu GmbH & Co. KG as a new customer. Once again a brewery has decided to work with SMARTCRM.

Founded in 1744, Glaabsbräu is the oldest brewery in southern Hesse and also one of the most innovative breweries in Germany. With an output of 15,000 hl and a turnover of approximately EUR 3 Millions, Glaabsbräu is one of the few remaining family-owned breweries in Hesse.

The goal of the CRM introduction at Glaabsbräu is to create a central database. Among others, all communication is to be documented in this database in order to enable employees to access all customer-related information at any time. Previously, for instance, e-mails were only stored in the respective Microsoft Outlook accounts of the employees, and the field staff had no access to transaction data such as sales information. In the CRM selection process, our know-how in the brewing industry convinced the company and we scored points in reference discussions with our high level of customer satisfaction in this industry.

Glaabsbräu has been using OfficeBrau by GRS – an ERP system that we have already connected to SMARTCRM in other projects. Thanks to our interface know-how, we also fully met Glaabsbräu ‘s expectations. Via the interface, for example, addresses, products, orders as well as figures such as turnover and order backlog items are automatically transferred from OfficeBrau and prepared in SMARTCRM. A great advantage for the sales staff: in the future, they will be able to see in the CRM customer file at any time how many hectoliters have already been sold. The direct comparison with the previous year ‘s values enables Glaabsbräu to carry out targeted sales work.

The complete communication is documented in SMARTCRM in order to keep all employees up-to-date concerning what was discussed with which customer. E-mails are automatically imported from Microsoft Outlook via Microsoft Exchange into the CRM system and linked to the corresponding contact.

When on the go, field colleagues can access all CRM data offline via notebook as well as view important information online via the SMARTCRM.App. The area search function in SMARTCRM offers further support in preparing visits. It can be used to find addresses meeting certain criteria in the vicinity of a customer and visualize them in Bing Maps, e.g., for route planning.

Founded in 1744, Glaabsbräu GmbH & Co. KG is the oldest brewery in southern Hesse and one of the few remaining family-run breweries in the state. In 2015, the company, based in Seligenstadt, took the step in a declining beer market: to create beers that do not belong to the mainstream and are more sophisticated than the purity law – all natural and produced in a gentle brewing process. Since the construction of a new brewery and a brand relaunch, Glaabsbräu has become one of the most modern breweries in Hesse and one of the most innovative in Germany.

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