Well-thought-out CRM in Switzerland



  • Manufacturer of induction stoves for restaurant and large catering kitchens


  • First CRM implementation
  • 25 Licenses
  • Used in sales, marketing and service
  • Modules: Basis, Sales, Targets, Projects, GeoMap, Machines, ExchangeSync, App, Offline, ERP, DMS
  • Interface to proALPHA
  • 3 clients

Requirements and project goals:

  • Central access to all relevant data
  • Comprehensive project management
  • Complete overview of the developed cooking suites
  • Standard interface to proALPHA ERP and proALPHA DMS

We welcome a new SMARTCRM customer from Switzerland with MENU SYSTEM AG. The company with headquarters in St. Gallen develops and manufactures induction stoves for restaurant and large catering kitchens. In order to gain a complete centralized overview of all projects and developed cooking suites at any time, the company has decided to introduce a CRM system. For this reason, information and documents related to existing cooking suites are taken over from the ERP solution proALPHA implemented by MENU SYSTEM, from Microsoft Excel worksheets as well as from folders of defined drives. In addition, our CRM solution will import the current figures from proALPHA over a pre-configured standard interface and will provide them prepared in various BI (Business Intelligence) evaluations.

The Swiss headquarters as well as the German and Austrian subsidiaries are mapped over clients in SMARTCRM. This way, the employees at each location have only access to data relevant to their work. However, for a complete overview, the information can also be considered across clients, provided the appropriate rights are granted.

MENU SYSTEM individually develops and manufactures the cooking suites according to the respective customer requirements. This process is going to be mapped and documented at all stages in an electronic project file in SMARTCRM. The addresses and contact involved as well as the entire communication are linked to the project. The offers created within the framework of the project are also stored in the project file. SMARTCRM thus enables a comprehensive offer tracking as well as the calling up of current forecast evaluations. In the near future, sales employees will create quotations for built-in and table-top devices directly in the CRM. SMARTCRM will show them all possible options for a device at a glance and the quotation will be created within just a few clicks – if required directly on the customer’s premises. In addition, MENU SYSTEM will also store information on the stove, such as drafts, technical data, etc., in SMARTCRM and link it to the project file. This ensures a panoramic view at all times. This is also a great advantage for the service staff, since from now on, they have all technical information on their mobile devices with them at all times during maintenance or repair work.

SMARTCRM will also assist sales and service representatives in planning their visits. For example, they can easily use the area search to display all suitable hotels, restaurants, etc. in the vicinity of an address and thus add a customer appointment with additional visits. The addresses can then be visualized on a Bing Map for route planning with a single click.

The customer

MENU SYSTEM is the market and technology leader for professional induction stoves for restaurants and large catering kitchens. Founded 40 years ago as an individual company, it is now a public limited company with headquarters in St. Gallen and subsidiaries in Germany and Austria. More than 80 employees support partners and agencies worldwide. MENU SYSTEM is a specialist for induction cooking suites and produces all components of induction technology itself. Induction technology, electrical engineering and metal processing all come from a single source. The design and manufacture of the cooking suites are carried out according to individual customer requirements. More than 6000 cooking suites are used worldwide.





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 interface

MENU SYSTEM relies on the standard interface to proALPHA: