Global beverage company Lion embarked on an ambitious modernisation journey– with Customer Experience (CX) at the center of the transformation– leveraging a suite of SAP cloud applications.
The latest research from Qualtrics titled “2021 Global Consumer Trends” revealed that today’s fast-changing consumer expectations on their buying experiences are driven by the digital-first landscape and the limitations of in-store physical interactions. The study conducted to over 17,000 global consumers across 18 countries showed that over 75{8bf2b29f36318f0ac46ab1cc03d7035abce669a1cea16c9ed62389a818fa22fd} of consumers switched to online channels overnight to carry out essential activities, from doing groceries (21{8bf2b29f36318f0ac46ab1cc03d7035abce669a1cea16c9ed62389a818fa22fd}) to enrolling in online courses(18{8bf2b29f36318f0ac46ab1cc03d7035abce669a1cea16c9ed62389a818fa22fd}).
One key takeaway from the Qualtrics survey is that against the COVID-19 background, consumers increasingly expect great experiences across multiple platforms. With limited face-to-face interaction to tend to customer queries and conduct sales pitches, the study suggests that organisations need to invest in solutions that will help them deliver quality customer service and elevate the customer experience by meeting with customers where they are– whether online, in-person, or hybrid.
A Story of CX Transformation
Recognising the vital role of customer experience in business success, Lion, one of the leading beverage suppliers in Australasia, embarked on an ambitious transformation program to create the Next Generation Lion utilising SAP solutions. The company’s remarkable story made it to the finals of the CRM and Customer Experience category of the Best Run Awards for ANZ, SAP’s annual program that celebrates the achievements of the top companies and people in Australia and New Zealand that are using SAP products to turn insight into action, drive innovation, and transform their businesses. Tauranga City Council and Asaleo Care are vying with Lion for the category award, which will be announced on the 15th of October 2021.
Acknowledging the lack of strategic direction for its customer experience, Lion aimed to deliver an aligned, consistent experience across all customer touchpoints. Aside from replacing over 550 legacy systems in its beer business with SAP S/4HANA as part of its 10-year strategy, Lion deployed several SAP CX Cloud applications to help the company remain agile to adapt to changing customer demands. Furthermore, the company wanted to better understand the customer voice across its teams and to be able to improve on measuring customer experience.
Leveraging SAP S/4HANA as its digital core, Lion designed a solution that is centred on CX and implemented the following SAP CX applications:
- SAP Sales Cloud to drive sales activity forward
- SAP Service Cloud to implement an internal ticketing solution and manage their quality system installations
- SAP Marketing Cloud link consumer connections and spur marketing initiatives
- SAP Cloud for Social Engagement to lift the social media participation of its customers.
Lion’s system implementation partner DXC Technology, a Fortune 500 global IT services leader, was responsible for the design, build, and deployment of sales, service, and marketing cloud solutions for the company’s entire ANZ business.
“We brought the project in on time and budget, and the solutions have been adopted widely – by both staff and customers. Lion now has the latest CX tools to unify sales and marketing and better serve the changing needs of its customers – an outcome that has invigorated its digital transformation journey,” Stuart Dickinson, Director and General Manager, DXC Oxygen stated in Lion’s pitch deck for the SAP Best Run Awards.
Results of SAP Cloud Applications Implementation
SAP CX provides organisations a complete platform to address all customer interactions using a common data model and functionality from commerce, marketing, sales, and service to address their business needs. Recently, Gartner assessed SAP Sales Cloud capabilities in supporting customer-centric processes and has recognised SAP as a Leader in the 2021 Gartner Magic Quadrant for Sales Force Automation.
The successful implementation of SAP CX applications enabled Lion to :
- Redefine the customer journey and increase customer satisfaction
- Increase user adoption rates – 700 users across AU and NZ retirement of over 15 legacy systems
- Achieve >76{8bf2b29f36318f0ac46ab1cc03d7035abce669a1cea16c9ed62389a818fa22fd} of journey plan
- Improve VoC Sales Visit rating of 9.3 out of 10
- Manage tickets with an SLA >90{8bf2b29f36318f0ac46ab1cc03d7035abce669a1cea16c9ed62389a818fa22fd} due to dashboard visibility
- Engage staff with marketing and sales activities with the sales team giving the project, including the Customer Cloud app, a satisfaction score of nine out of 10 due to ease of use and information available in the field
- Let customers independently place orders through the Lion system without tying up valuable customer services and sales rep time
“The implementation of these sales, marketing, and service apps has allowed us to lift our customer engagement significantly. We have added new customer service capabilities such as real-time updates for stock availability, product recommendations, and the ability to manage queries and customer information online. It has given us a competitive edge in the market and is a significant step forward in our digital transformation.” Michelle Lucas, Customer Product and Strategy Director at Lion.
Lion will be featured in the upcoming SAUG Summit Online Speaker Series to be held virtually from 30th August – 2nd September 2021. During the Redefine theme on the 31st of August, Lucas will talk about how the company runs a multi-function go-live during COVID lockdown in the Customer Keynote Presentation.
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