Geobrugg takes a step towards a company-wide CRM solution
Case study

Geobrugg takes a step towards a company-wide CRM solution

5 min read Jan 15, 2017


Geobrugg AG develops and globally manufactures protective systems made from high-tensile steel wire mesh. With production facilities and branches on four continents, the company is one of the leading experts in security solutions. These solutions are used, for example, to protect against natural hazards such as avalanches, landslides and rockfall as well as for safety during mining and tunnel construction. The introduction of Microsoft Dynamics has allowed Geobrugg to standardise the worldwide sales process and to implement central sales management.

From the tightrope act...

Prior to the changeover, Geobrugg used the “Business Contact Manager for Outlook” in global sales. This failed to provide the globally active company with a consolidated view of customer and project data. The various sales regions each had different customer databases, which did not communicate with one another. The complex interrelations of internationally-operating project participants could not be adequately reflected in the Business Contact Manager. The forecast had to be created with separate tools, and the system was highly cumbersome and time-consuming to maintain from an IT perspective. The use of the Business Contact Manager was becoming more and more of a tightrope act, to which Geobrugg was now putting an end.

… to professional Customer Relationship Management

For Geobrugg, it was clear that only a professional CRM system could cope with the diverse range of challenges presented by the international activity and the complex project business. Geobrugg evaluated a range of CRM solutions by leading providers and ultimately decided to introduce Microsoft Dynamics along with the business software provider BE-terna, which boasts the professional expertise required along with a customised, prefabricated template for the construction industry.
With Microsoft Dynamics, we have access to a central, standardised system that for the first time, allows a company-wide overview of all customer and project data.
Aron Vogel, Regional Manager of CEE, Russia & CIS at Geobrugg, is happy to report.

Central sales management and automation of the quotation process

The new, centralised customer database, which can be accessed from anywhere in the world, provides fantastic added value for the sales staff. The automatic quote generation straight from the CRM system also yields fantastic time savings. To ensure that customer requirements are optimally covered, Geobrugg boasts a wide range of product features and product types with countless possible combinations. These are now ideally mapped in Microsoft Dynamics and used to draw up quotations. This means that quotes can now be created automatically, specific to a market, and in a standardised corporate design.
The central, precise recording of all project data in CRM allows us to now create the previously highly complex forecasts directly from the CRM at the touch of a button. For us, this not only means a replacement for our former forecast tool; it also means we save a huge amount of time. The creation of forecasts is no longer a separate activity, but is now a valuable by-product of CRM.
said Aron Vogel, describing the optimised sales management process. A further bonus is that the CRM solution is available offline for the first time, a highly important factor for the sales force.
Microsoft Dynamics 365 Sales

Consistent overview of all customer and project data

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Follow-up projects at Geobrugg and within the Brugg Group

To date, the introduction of CRM has been achieved for the German market. Currently, sales field and office staff, sales management, marketing and management are working with Microsoft Dynamics. The roll-out of the CRM solution in all other European sales regions as well as Russia is already being planned and should be completed by mid-2017. The branches in Asia, Australia and South and North America will then be equipped with Microsoft Dynamics. Microsoft Dynamics is also highly popular within the Brugg Group. Geobrugg's sister company - Rittmeyer AG - also decided to introduce Microsoft Dynamics and selected BE-terna as its implementation partner.
The extensive experience and professionalism of BE-terna impressed the entire team of decision-makers. BE-terna implemented an efficient CRM solution for us at a lower cost than originally planned and with full achievement of our project goals.
said Aron Vogel, confirming the decision for BE-terna.

Business benefits

  • Central sales management
  • Standardisation of the global sales process
  • Company-wide standard overview of all customer and project data
  • CRM solution also available offline
  • Mobile access from smartphones and tablets
  • Automated creation for forecasts directly in/from the CRM
  • The IT department has more time to dedicate to strategic projects, creating more sales opportunities
  • Improved management of sales and marketing within internal sales
  • Savings for infrastructure operation

About Geobrugg

Geobrugg develops and globally manufactures protective systems made from high-tensile steel wire mesh. These are used to protect against natural hazards such as rockfall, landslides, debris flows and avalanches as well as for safety in tunnelling and mining, on motor racing tracks, in architecture, in potentially explosive atmospheres and on fish farms. High strength, high energy absorption capacity and a long service life mark the distinguishing features of Geobrugg steel wire nets. Over 65 years of experience and close cooperation with research institutes and universities make the company the leading expert when it comes to security solutions.

The Geobrugg network, complete with branches and partners in over 50 countries, guarantees quick and efficient project implementation. With 380 specialists worldwide and production facilities on four continents, we ensure short delivery times and proximity to the customer. Depending on customer requirements, the range of services extends from needs analysis to consultation, development and design along with testing and system installation. As an independent group of companies within the Brugg Group, Geobrugg is headquartered in Romanshorn, Switzerland.

Sector: Protective systems made from high-tensile steel wire mesh
Headquarters: Romanshorn (Switzerland)
Employees: 380

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