Complex sales environment in fine chemicals

Starting position

The AlzChem Group’s old CRM had simply reached its limits. The corresponding disadvantages were simultaneously the requirements for a new system: better usability with a modern interface; quick, mobile-compatible access to customer data; offline use; standard-oriented, harmonised processes for the customer areas; analysis and reporting; comprehensive cooperation; and integration into the SAP ERP system. The old CRM was not capable of this, and the dissatisfaction was great.

AlzChem wanted a future-proof solution for all company divisions. A central objective was the creation of uniform sales templates to speed up internal processes and ensure a homogeneous image for customers. The SAP Sales Cloud was the ideal solution for these requirements. Together with Sybit, AlzChem quickly integrated the cloud solution using a sophisticated project methodology, not least because the Sales Cloud offered opportunities that had not been previously conceived.

Results and highlights

• Offer form: A new offer process with an offer form has been implemented that can be adapted to each division. Now, AlzChem can quickly create offers with just a few clicks that have a consistent layout but still provide enough flexibility for manual adjustments such as prices, different approval processes, etc. This new process significantly increased efficiency in offer creation.

• A highlight – master data comparison with the ERP: The comparison of customers and goods recipients now works via the C4C. This bidirectional interface was decisive for automatically reconciling data and keeping it up to date. This has dramatically improved data quality (for example, over 200 duplicates were resolved).

• Successful mapping of sales contracts: Distribution contracts, such as partnership contracts with external companies, are now mapped in the system, including corresponding confidentiality and contract processes. This ensures high transparency since it is now immediately clear which contracts exist with which customers. Brand licensing contracts can now be processed completely. Users gain real added value here and can search for keywords, for example.

• Numerous concrete improvements: A phone connection (CTI) creates transparency for calls and notes can be attached directly. Server-side Outlook integration has been implemented, which works across platforms. Thanks to the integration, the outside sales team can now streamline their work with scheduling, email synchronisation and an improved contact search.

• Central data management is crucial: Sales efficiency has noticeably increased. The mobile application of the SAP Sales Cloud, in particular, has created great advantages for the outside sales team in the agricultural sector.

• A key point in the project: Migrating the old CRM Genesis World to the SAP Sales Cloud was a big challenge due to the large number plants. The solution was a tool developed by Sybit to enable the quick, large-scale migration of attachments.

• Marketing success: The SAP Sales Cloud directly enabled the company’s first campaigns with KPI measurement.

• Unexpected benefits: In the agricultural sector, for example, district numbers can now be updated directly via the C4C.

Conclusion/outlook

AlzChem is pushing ahead with the digitalisation of its processes to maintain its competitive position in the long term. For instance, the company is already considering using AI in the CRM system. The company aims to generate knowledge and support users via customer evaluation models, scoring, business card scanning, customer migration forecasts and chat bots, among other measures. The next steps will also chiefly involve establishing additional analytics and reporting functions and further optimising lead and opportunity management.