Razor-sharp analyses

DIENES WERKE GMBH & CO. KG can now look back on more than three years of usage of the CRM system SMARTCRM. In 2011, DIENES chose to implement SMARTCRM in order to centrally organize and archive the complete internal and external communication. Another goal was the creation of a unique information platform, which also allows the marketing department direct access to all address and contact data. Additionally, to optimize the sales processes, the major sales indicators should be on hand at all times. Today, the company draws a positive conclusion. Before the implementation of SMARTCRM, the sales representatives at DIENES worked with various Microsoft Excel spreadsheets, Access databases and various software products such as address database systems. SMARTCRM led all information centrally in one system and thus optimized numerous sales processes. Due to the acceptance of the CRM system is very high explains Alexander Hachen, customer care and sales manager at DIENES WERKE GMBH & CO. KG : “Our employees were very quickly convinced by SMARTCRM and from the advantages of the CRM system in their daily work. This makes the active use of the software clear: we record on average 100 to 200 activities a day in SMARTCRM.”

Beside the CRM system, the cutting tools manufacturer uses abas Business Suite as ERP system. As a longtime cooperation partner of the abas Software AG, SMARTCRM was able to offer DIENES a standard bidirectional interface to the ERP system, which allows a central data management. SMARTCRM imports the current figures from abas ERP and prepares them in a variety of analyses. Annual and daily target-performance comparisons help detecting changes early on. The employees see the evaluations important to them right after the system start on the SMART Board, the CRM start screen. In addition, this applies to the sales targets, since SMARTCRM indicates the updated target achievement at any time. Thus, the CRM software sustainably supports the company in sales management.

SMARTCRM ensures a thorough visit preparation by providing the employees all important customer information, such as a complete activity history or the current customer turnover. Using the offline capability of SMARTCRM, the field service team has also access at customers’, with his notebook to the complete CRM database. After the visit, the employees write their reports in the CRM system. At trade fairs, leads and reports are also added in SMARTCRM and follow-up activities such as sending of information material automatically created.

In addition, the marketing uses the CRM system to inform customers about product innovations, for instance. Extensive selection options provide a targeted dispatch of mailings and the significant reduction of wastage.

After the positive experience with SMARTCRM in the sales department, DIENES soon plans to expand the CRM connection to the shipping and technical department to centrally store and fully document all customer communication of these departments.