Strong in Medical Technology: SMARTCRM with Majesty Integration

Company-wide CRM support for Kohdent Roland Kohler Medizintechnik GmbH & Co. KG

Kohdent Roland Kohler Medizintechnik GmbH & Co. KG:

  • Manufacture of dental instruments

SMARTCRM at Kohler:

  • First CRM implementation
  • Connection to the Majesty ERP system
  • Use in sales, customer service, regulatory affairs, purchasing, technology, project management, marketing

Requirements and project goals:

  • Transparent processes across all departments
  • 360-degree view of customers
  • Standard interface to Majesty
  • Comprehensive BI analyses
  • Classification of retailers and suppliers
  • Seamless communication history
  • Clear sales project management

We are pleased to have once again successfully proven our expertise as a CRM specialist in the medical technology sector and welcome Kohdent Roland Kohler Medizintechnik GmbH & Co. KG to our customer base.

Kohler is one of the leading manufacturers of instruments for dentistry and exports the products manufactured by its 80 employees in Stockach, Germany, to more than 75 countries worldwide.

SMARTCRM will support the company’s sales, customer service, regulatory affairs, purchasing, engineering, project management and marketing teams. The company decided to implement CRM to make processes and internal and external communication more transparent. Previously, emails were only archived in the respective Outlook accounts, and documents and reports were mainly stored locally. As a result, customer-related information or files were not centrally available and had to be laboriously obtained from colleagues. With the help of our CRM system and the central information pool it created, this became a thing of the past. From now on, access to all data will be available at all times, enabling quick information retrieval, a 360-degree view of customers, and targeted sales-oriented evaluations.

A decisive factor in favor of SMARTCRM was our standard connection to the Majesty ERP system used by Kohler. With our extensive know-how as a long-standing partner of majesty GmbH, we offer a pre-configured standard interface between the systems, which can be set up quickly, but can also be completely customized to the individual needs of the customer. This convinced Kohler as well as the recommendation of SMARTCRM by majesty GmbH and the positive reference discussion with one of our customers from the medical technology sector.

SMARTCRM imports customers, suppliers, contact persons, products (groups) and figures such as sales and order backlog via the interface. Our CRM solution crunches this data and provides a variety of BI analytics at the touch of a button. For example, the sales department can keep an eye on top-selling products or customer sales trends at all times, and stay up to date on trends in sales territories and markets. Cross-selling and up-selling reports also provide valuable sales information. These can also be viewed directly on the SMART Board home screen.

Kohler manufactures its own brand of dental instruments and other products as an OEM partner. The company sells all of these products to dealers who are created in SMARTCRM. Kohler places a high value on their classification and the assignment of the correct contact person. The entire communication history is now also available in SMARTCRM. The emails are imported from Microsoft Outlook via Microsoft Exchange into the corresponding CRM file.

Kohler frequently exhibits at trade shows and events. SMARTCRM supports sales there by simply photographing the business cards of booth visitors and automatically transferring the information to the appropriate fields in the contact file in SMARTCRM.App – the mobile CRM solution. At the same time, the conversation can be documented in an activity and the resulting tasks can be sent. By synchronizing the app with the central SMARTCRM installation, the office staff is also immediately informed about the new leads. It is also possible to import contacts from Microsoft Outlook into the CRM system with just a few clicks.

To ensure a complete overview of sales projects, Kohler will also manage them in SMARTCRM. For this purpose, the projects will be documented across all phases, including the participants and the complete activity history in a separate project file. Quotations created in Majesty will be transferred to the file via the interface. This ensures optimal tracking of quotes. Another important point that can be easily implemented with SMARTCRM is the individual definition together with the overview of the buying center that is possible at any time.
Internal projects, such as product development, can also be tracked in the CRM solution.

SMARTCRM will support the Customer Service and Regulatory Affairs departments with the SMARTCRM.Ticket module. This allows all inquiries to be documented in the CRM system from initial contact to completion, providing a complete overview of current and past inquiries and their analysis at any time.

SMARTCRM imports the suppliers from Majesty via the interface and bundles the contact persons as well as the corresponding communication in the supplier file. Detailed classification is also possible. If suppliers are involved in projects or tickets, they can be linked to the project or ticket file with a single click. In this way, SMARTCRM significantly increases the transparency of processes.

The customer

Kohdent Roland Kohler Medizintechnik GmbH & Co. KG produces instruments for all disciplines of dentistry with around 80 employees and has developed over the last 40 years into one of the leading manufacturers of dental instruments, which are sold in more than 75 countries around the world with an export quota of over 85%.

The company not only produces for its own KOHLER brand. As an OEM partner, Kohler offers its customers a comprehensive service from development and production to customized marking, packaging and labelling.

The company is certified according to ISO 13485.

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

Kohler relies on the standard interface between CRM and Majesty ERP: