Success Story: Mewa's experience with SAP & SYBIT

The project

The project with the partner SYBIT started with the introduction of target processes for cleaning cloths in the rental for sales, customer service, marketing and commerce in the pilot country UK.

A completely new Mewa site was to be built here. While the initial focus was on solutions close to the standard, it quickly became clear that a consistent, cross-functional reorientation away from the standard was worthwhile - especially with a view to the rollout in 18 other countries. As a result, numerous new solutions for CRM, marketing and commerce were developed - including integration into the existing system landscape. One of the largest projects: the new myMewa customer portal, which meets the increased demands of customers and offers excellent (self-)service around the clock. 

Three customer platforms for the different divisions

Three customer platforms for the different divisions: That was the challenge. After just 6 months, the new self-service portal myMewa went live in the pilot country UK. This was followed by the launch of the Mewa UK store and the introduction of the Buy4Work store. This was followed by the consistent further development and Europe-wide rollout of the stores and the myMewa customer portal.

• Commerce: Three customer platforms for the different divisions
   
• Sales & Service: lead-to-contract, qualification of leads & master data and contract management
   
• Marketing: Sales automation processes, management of all campaigns & administration of consents in accordance with GDPR

The new myMewa customer portal

Whether from a laptop, tablet or smartphone - Mewa customers can manage their requests at any time in the myMewa customer portal based on the SAP Commerce Cloud. This allows customers to view data, download documents such as invoices and manage service requests digitally with just one click.

 
Meanwhile, personal service by phone and email remains unrestricted - but the additional communication channel is a benefit for the company and the customer: It eliminates sources of error for the service teams, provides insights into customer behavior and offers customers optimal service around the clock. Before designing the new self-service customer portal, Mewa gathered user feedback from customers of all sizes.

Benefits

• Full access to the entire system landscape with one login and efficient navigation
• 24/7 access to current data from all Mewa systems
• Seamlessly integrated service processes for all product divisions
• Direct, transparent processing of customer concerns
• Basis for further innovations due to generational and cultural change on the customer side
• Scalability: optimized for all company sizes

Buy4Work - a store for craftsmen

Mewa's core business is the rental and cleaning of textiles. However, certain items cannot be rented out or cannot be integrated into the Mewa cleaning processes. This is where the buy4work division comes into play. A new online store should offer the best service for the target group: small craft businesses with 5 - 20 employees from various sectors such as metalworking, construction, automotive, trade & industry.

Technical highlights

• Support for customized product catalogues 
• Display of SALE articles and orderers based on SAP conditions
• Connection to external PIM and DAM (images, data sheets)

UK store for the cleaning cloth rental business

An online store specifically for the Mewa cloth rental division in the UK. The Product Finder guides customers to the right products and various self-services increase efficiency. For example, customers can view contracts and invoices or manage deliveries. Thanks to integration into the SAP Sales Cloud, contract data can also be viewed, among other things. Thanks to the integration into the SAP Sales Cloud, contract data can also be viewed and adjusted. Prospective customers can conclude contracts independently in the portal and existing customers can upgrade or downgrade their SelfService contracts.

New processes in Sales & Service

The goal in the Sales & Service division was to replace the two legacy CRM systems, which had previously been used separately by Sales and Customer Service. This meant that both areas - the rental business and the additional sales division - now had to work together in one system. 

The challenge: different work processes and solutions were to be integrated into a single, new CRM system. 

The integration of additional systems such as SAP ERP, SAP Marketing Cloud and SAP Commerce into SAP CRM further expanded the all-round view of a customer and now enables complete end-to-end processes for the more than 2,000 CRM users

From lead to opportunity 

The Marketing Cloud uses certain criteria to send leads to the sales assistants, who then arrange appointments with prospects/customers. The sales assistants then plan the days and routes for the sales representatives in the field.
They have all the relevant information directly and quickly to hand when they present the Mewa products - including real prices. This allows the customer to sign digitally on the spot. A few minutes later, the customer receives an e-mail with their quotation documents.

Best service directly after signing

The customer service team then draws up the contract and carries out the onboarding. To do this, it uses the activity manager developed specifically for Mewa, which guides employees step by step through the work processes and the onboarding process.

If the customer has a complaint or other type of query, they can use the myMewa customer portal. From the portal, the Mewa employee receives a service ticket and can communicate directly with the customer almost in real time.

All interactions that have been carried out with the customer appear in a chronologically sorted overview. This gives every Mewa employee a 360-degree view of the customer.

The introduction of new marketing processes simultaneously optimized and automated the sales processes.

Sales and customer care campaigns

• Segmentation and playout of various lead campaigns per country, including cross-sell and upsell campaigns, first contact and resubmissions. Data from SAP ERP, SAP Sales Cloud and extensive pre-calculations from SAP BW are used for this.
• Playout of internal task campaigns to support customer care

Marketing campaigns

• Segmentation and distribution of weekly newsletters, supported by multilingual product integration from the Mewa store
• Development of various automated marketing campaigns
• Segmentation and playout of internal communication 
• Segmentation of various offline campaigns