Success Stories  to overview

SAP CRM at PFAFF Industrial: A new pattern for sales

For a long time, PFAFF, a traditional producer of sewing machines, relied almost exclusively on a worldwide network of dealers to handle its sales. By contrast, direct sales occupied a subordinate role. The tools used for this were accordingly simple: Dealers used Excel lists to manage customer contacts, employees created quotations on an individual basis, and, in the event of an order, the respective processes were triggered in the ERP system manually. But then, the company decided on a new course: It wanted to step up its own sales activities, increase direct contact with customers, and manage and report on all of the related transactions itself. This would require new sales structures that enabled greater transparency and integration, thereby laying the foundation for target-oriented customer acquisition and support. Since the company was already using SAP ERP, PFAFF Industrial decided to implement SAP CRM. This decision was reinforced by the knowledge that the project could be implemented at a fixed price using Sybit's CRM Quick&Easy implementation package.

Challenges

• Consolidate customer data and migrate it to SAP CRM.
• Create defined sales processes and map them in SAP CRM.
  - Standardized, centralized customer maintenance.
  - Opportunity management to enable a targeted approach to the pursuit of sales opportunities.
  - Activity management to organize sales deadlines.
  - CRM reporting using the Interactive Reporting component.
• Integrate existing ERP processes in SAP CRM.
  - Seamless integration in the SAP CRM Web UI.
  - Maintain ERP quotations with the SAP CRM interface and transfer them to the ERP system.
  - Display ERP price lists and machine availability.
  - Call up ERP customer fact sheets and customer conditions.
  - View ERP sales orders and billing documents.

Results

• Central storage and maintenance of master data provides a company-wide standardized view of customers and prospects, promoting both quality and transparency of data.
• Central administration, documentation, and monitoring of sales opportunities makes it easier to quickly identify and systematically tap sales potential.
• Transparent organization and presentation of sales activities enables target-oriented and coordinated customer acquisition and support.
• Seamless integration of SAP CRM in the ERP system produces integrated processes with no gaps. For example, ERP quotations are created directly in the CRM system and automatically transferred over. This helps minimize potential sources of errors.
• With SAP CRM, PFAFF has the tools it needs to make itself less dependent on its dealers and focus its sales activities on interesting customers.

Success Factors

• Cost-effective implementation with CRM Quick&Easy from Sybit.
• Sybit's industry and process know-how.
• Active involvement of PFAFF employees so that the company can make future modifications on its own.

Technologies

• SAP ERP
• SAP CRM