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Essity Partners with FAIR Consulting Group for SAP CX Suite Implementation

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SAP CX suite offers integrated solutions that can cover every key CRM area, empowering a company to deliver holistic and advanced customer experiences.

Leading global hygiene and health company Essity has recently partnered with Sydney-based management consulting firm FAIR Consulting Group to design a customer-centred distributor portal for its Australasia market. Leveraging the SAP Customer Experience (CX) suite, the Swedish health brand with a market footprint across 150 countries aims to modernise its digital landscape, deliver enhanced customer engagements, and achieve a competitive edge in the region.

Under the customer experience transformation project, FAIR Consulting Group was tasked to deliver a new CX design that would capture Essity’s key customer management areas including pricing, rebates, delivery, and communication. Having better visibility and accessibility to information in these key CRM areas helps simplify doing business with Essity.

Deploying SAP CX Suite

The consulting firm and Essity’s IT team collaborated to design and implement a new CX solution that would offer flexibility, scalability, and integration, a first of its kind in Australia and New Zealand. The complex CX solution that would cover five integrated systems harnessed the power of SAP products: SAP Commerce Cloud; SAP Configure Price Quote (CPQ); and SAP Business Technology Platform (BTP) with integration to existing SAP ERP and CRM.

SAP Commerce Cloud helps organisations transform into omnichannel businesses, delivering contextual customer experiences and unifying customer processes. SAP Configure Price Quote (CPQ), which can integrate to CRM, e-commerce, or ERP platform, delivers enhanced CX by empowering the sales team and partners to seamlessly offer complex product configurations, optimised pricing, and attractive proposals.

Meanwhile, SAP BTP, dubbed as the foundation for the intelligent enterprise, offers users the ability to turn data into business value, drive a holistic experience across applications involving integration, and process extensibility in 25 core industries. The recent SAP TechEd 2021 highlighted SAP BTP’s latest low-code/no-code offering services that empower IT and citizen developers to quickly build enterprise-ready apps, workflows, and chatbots, among others.

Commenting about the CX innovation and partnership with FAIR Consulting Group, Dan Kotiah, General Manager – IT at Essity, said:

“The new SAP CX solution is aligned with Essity’s long-term digitalisation plan, including the migration to SAP S/4HANA in the future. FAIR Consulting Group is a good partner to work with on customer-enabled technologies given the quality and experience of its people. The team was completely transparent regarding design, implementation, costs, and time, ensuring we had a successful first release.” 

By leveraging the SAP CX suite, Essity was able to meet its digital requirements for a fully integrated ‘inquiry-to-cash’ and ‘cash-to-service’ portal that provide the Stockholm-based wellness company comprehensive functionality, automation, and self-serve capabilities. 

Uncovering CX Opportunities

Known for delivering seamless digital CX experiences, FAIR Consulting Group employed an innovative, CX-led approach in conducting qualitative interviews with respective stakeholders that revealed not only the pain and gain points but also enabled Essity to solve the highest value opportunities. With the CX design implemented, Essity has recognised the need for a complete CX portal that would address key business processes for both employees and distributors such as accounting and finance, sales, and service.

On working on Essity’s CX modernisation project, Mehrab Ebadi, Managing Director, FAIR Consulting Group, said:

“The partnership with Essity is built on mutual respect and dedication to one common goal; to deliver on the company’s CX digital journey and aspirations as one team. Essity put its full trust in FAIR Consulting Group as its strategic partner. This came with a responsibility to demonstrate value and bring quality solutions that were fit for purpose, future-proof, and delivered with integrity,”

Focussed on Customer Experience, digital transformation, and cloud solutions, FAIR was recognised as the SAP ANZ 2021 Partner of the year for Customer Experience. The award-winning consultancy has partnered with iconic Australian brands such as Lion, Coles, and Officeworks to deliver flexible CX solutions with outstanding functionality. 

SAP Partner FAIR is also an Emarsys Certified Partner, which further strengthens the consultancy’s brand as the preferred go-to implementation vendor for CX transformations. SAP’s acquisition of Emarsys beefed up the SAP Customer Experience portfolio as evident in the latest integration of SAP Emarsys with LINK Mobility to advance omnichannel personalised engagements.

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