SMARTCRM scores with interface expertise in the bright steel industry

Bundling data from Infor COM and AS400 into the CRM system

Andernach & Bleck GmbH & Co. KG:

  • Bright steel industry

SMARTCRM at Andernach & Bleck:

  • CRM introduction
  • 20 licenses
  • Interface to Infor COM
  • Used in sales and marketing departments

Requirements and project goals:

  • Standard connection to the ERP system Infor COM
  • Legacy data transfer from AS400
  • Central bundling of all historical and current information in one system
  • Representation of order cycles and additional diverse evaluations
  • Standard interface to DMS d3
  • Connection to Inxmail Professional

From now on, SMARTCRM supports processes in sales and marketing at Andernach & Bleck GmbH & Co. KG. Now in its fifth generation, the owner-managed family company in Hagen, Germany, belongs to the world’s leading enterprises in the bright steel industry.

The decision was made to introduce a CRM system because all sales requirements could not be met with the ERP system alone. In the CRM decision process, we scored with a pilot phase during which Andernach & Bleck was able to put our CRM solution and the interface to Infor COM through their paces. An important requirement of the company was the optimal connection to the ERP software. Here, our standard interface which we set up without much effort performed and also mapped the company’s individual needs. SMARTCRM imports customers, prospects, suppliers, contacts, products (product groups), quotations as well as turnover, incoming order and backlog positions. Likewise, Andernach & Bleck will manage delivery addresses in SMARTCRM to which turnover positions are booked. Open items will be transferred from the Diamant financial accounting system to SMARTCRM.

In addition, data was transferred from various Microsoft Excel lists as well as from an AS400 that the company used before the introduction of Infor ERP. This offers Andernach & Bleck a particular advantage: because the central bundling of data from AS400 and Infor COM in SMARTCRM guarantees a complete sales history and thus also year-on-year comparisons, which would not have been possible without our CRM system.

SMARTCRM evaluates the imported sales figures in a variety of BI analyses and also takes into account Andernach & Bleck’s special focus on the evaluation of quantities. For example, an overview of the order cycle of their customers is displayed to the sales staff directly on the SMART Board right at the start. This makes it immediately obvious if a customer is not purchasing products on a regular basis, and the sales staff can follow up accordingly. Trends and developments at different levels can be uncovered at an early stage in the future thanks to evaluations. The important CRM information is also available to the field force on the road using SMARTCRM.App.

Another interface connects SMARTCRM with the document management system d3. This enables Andernach & Bleck, for example, to transfer a document from SMARTCRM to d3. Conversely, the direct call of a file archived there as well as the search in the DMS from the CRM solution is possible.

In the second step, Andernach & Bleck plans to connect the marketing departments to SMARTCRM. A standard interface to the marketing tool Inxmail Professional will then enable employees to send mailings and newsletters conveniently and in compliance with data protection regulations based on contact data in the CRM system. In addition, the sales department will soon be able to plan and maintain competitive information in SMARTCRM.



The customer

Whether on water, on land or in the air, – bright steel „made in Hagen, Germany“ can be found in every area of application. Since 1903, Andernach & Bleck has been one of the world’s leading companies in the bright steel industry. The family-owned company, with headquarters in Hagen, Germany, employs more than 200 people who produce profiles in over 9,000 different dimensions and shapes. Thanks to the state-to-the-art processing technology, the company offers not only standard dimensions but also special designs based on its customers‘ special samples or drawings.





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

Andernach & Bleck relies on the standard interface to Infor COM: