Cross-departmental CRM support at BRANOpac

BRANOpac GmbH:

• Manufacturer of corrosion protection solutions, master batches, backing paper, technical papers

SMARTCRM at BRANOpac:

• 61 licenses
• In use in sales, marketing, service, purchasing

Requirements and project goals:

• Standard interface to the ERP system Infor COM
• Centralized data storage
• Optimized internal communication
• Scheduling and task management
• Versatile analysis options
• Field service access to all CRM information
• Connection of several locations
• Convenient ticket management
• Supplier classification and management

Due to our industry expertise and committed support, once again, an Infor COM user, BRANOpac, has decided to implement our CRM solution company-wide. 

BRANOpac GmbH with headquarters in Lich, Germany, is specialized in the manufacture of master batches, corrosion protection, backing and technical papers. The company has a workforce of about 180 employees and is represented worldwide through subsidiaries as well as sales partners.

An important goal of the CRM implementation is optimized storage and management of customer related information. So far, many data, documents and e-mails were only stored locally, so quick exchange or immediate availability for colleagues were not met. In addition, BRANOpac interacts with numerous retailers, partners and end customers. The representation of these complex structures in the CRM system as well as the centralized data should guarantee transparency and improved communication.

Through the standard interfaces to ERP and DMS as well as an automatic e-mail import from Microsoft Outlook, SMARTCRM creates a centralized information pool in which all employees can access all necessary information at all times. This way, SMARTCRM highly supports BRANOpac in preventing local data storage and information loss as well as in significantly reducing the effort required to obtain information.

Beside the headquarters in Lich, Germany, the subsidiaries in the USA, China and India also work with SMARTCRM. Their deposit as their own client ensures that the local employees have exactly the data they need for their processes in the Web client, SMARTCRM.Web. For a company-wide overview, all data are accessible across all clients, e.g. for managers.

The network of relationships between subsidiaries and retailers or customers is partly much ramified. For example, the different subsidiaries of a customer may be attended by several retailers who are, in turn, attended by different BRANOpac branches. Such a complex structure is easy to map in SMARTCRM. In the near future, the respective employees will be able to obtain an overview of the complete communication of all participants to the project or of the cumulated evaluations.

The analysis options in SMARTCRM are manifold thanks to the BI functionalities. Our CRM solution imports the figures, such as turnover and order backlog positions from the ERP system Infor COM over the interface and evaluates these at different levels, for example, per retailer, product or territory.

BRANOpac field staff has always access to these analyses. Then, all important CRM information is accessible on their notebooks or within their SMARTCRM.App when on the go. Prior to field service, SMARTCRM assists them with fast and convenient visit preparation and route planning. For instance, the addresses determined using the area search can be visualized directly in Bing Maps for planning purposes. After the visit, it is possible to document the visit reports directly in the SMARTCRM.App, so that they are available to back office colleagues in real time. If further tasks or follow-up appointments arise, SMARTCRM provides the functions for comprehensive scheduling and task management, including due dates and reminders.

The connection to the document management system d3 will also ensure the optimal interaction of the software solutions. Hereby, the employees can conveniently create a document in SMARTCRM and then transfer it to the DMS or call up d3 files directly from the CRM system.

Service and purchasing employees benefit from the CRM implementation as well. Ticket processing remains transparent and exploitable for the service staff thanks to the ticket management in SMARTCRM. The purchasing employees maintain their suppliers and purchasing projects in the CRM system. A detailed classification as well as complete tracking of the requests and incoming proposals are therefore guaranteed. The company-wide CRM application at BRANOpac is completed by the extensive selection and serial e-mail functionalities with which SMARTCRM will support the marketing processes.