Dynamic customer segmentation

Analisi anagrafiche e segmentazione

Dynamic customer segmentation

Company profile

The Need

The company was facing some reporting matters:

  • Laborious search and query of customer information and product data
  • Time-consuming export of data out of the system and processing on stand-alone spreadsheets
  • Need to develop a dynamic customer segmentation and a more effective reporting system (four classes of customers: active, direct, indirect and interested
  • Desire to consolidate data from different systems (CRM and ERP) to make better use of business data.

The Solution

A solution has been implemented on SAP HANA and SAP Lumira that allows:

  • View customer master data by B2B/B2C channel and business type
  • Analyse the customer database according to customised criteria
  • Take advantage of Cluster Analysis to segment customer groups in an advanced way
  • Provide users with “Bookmarks” that allow them to save and resume analysis at a later date.

The Benefits

 

 
  • Simplified customer analysis
  • Improved knowledge of customer clusters
  • Better targeting of marketing and sales processes.

Industry

Manufacturing

Tech & Service

SAP HANA, SAP Lumira

Process

Marketing, Marketing Campaign, Sales

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Comply with the requirements of GDPR using SAP systems

Comply with the requirements of GDPR using SAP systems

Company Profile

The Need

The company  was facing some challenges related to the GDPR regulation: 
  • Customer data has to be deleted when a consumer requests it (Delete Customer Master Data);
  • Expired master data has to be anonymized and beforehand warnings must be displayed: master data cannot be used if consent has not been renewed;
  • More than 10 year expired sensitive data must be deleted massively (Mass deletion).

The Solution

We designed and introduced the following features within CRM Interaction Center (IC) :

  • The ‘Delete’ button that allows Customer Service to remove sensitive customer data from the master data. Before deleting the algorithm check for the existence of contact documents, orders and complaints that have not been closed in 10 years;
  • The “Anonymisation functionality” displays an error message for each expired master record to prompt renewal of customer consent;
  • The “Mass Deletion functionality” checks there are no open transactions in the last 10 years. The Deletion is then transferred to the ecommerce site and Business Intelligence system. The customer’s web account will no longer be usable.
  • Mandatory privacy management in the consumer data entry.

The Benefits

  • Compliance with GDPR, the legal framework that establishes guidelines for the collection and processing of personal information of individuals within the European Union (EU).
  • Process performance thanks to the use of SAP HANA that processes information, transferring the choices to all systems involved in the CRM, ECC, ecommerce perimeter …

Industry

Manufacturing

Tech & Service

CRM, SAP ECC, SAP HANA

Process

Marketing, Sales, Service

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Transform sales & marketing with SAP Sales Cloud

Transform sales & marketing with SAP Sales Cloud

Company Profile

The Need

The company needed to revamp front-end processes to increase its competitiveness in traditional markets and to support new market developments. It needed to: 

  • Translate process information into concrete decisions and actions
  • Reduce the proliferation of solutions and databases and build a single, structured marketing database
  • Replace the current on premise CRM, which was not available on mobile devices. 

The Solution

The company needed more structured and analysable data to manage commercial opportunities and support innovative business development. Therefore, a SAP Sales Cloud solution was designed and implemented that allows to:

  • Collect information in a single marketing/sales database

  • Speed up the sales process thanks to the subdivision of customers by phases: Initiatives, Opportunities, Sales Offers and Sales Orders

  • View all campaigns and contacts to a customer

  • Synchronise contacts, appointments and visits through Outlook integration

  • Manage in-app email campaigns

  • View information in the office and on the move via the app

  • Monitor relevant KPIs and generate reports

  • Receive personalised notifications

  • Manage business collaboration processes with SAP JAM

The solution has been made available for computers and tablets (Sales Cloud app).

The Benefits

The benefits of using this solution are:

  • Increased effectiveness and efficiency in the marketing/sales process
  • Acceptance and use of the new system by the sales force
  • Monitoring of profitability and customer potential
  • Increased effectiveness in customer proposition
  • Increased level of perceived service and customer satisfaction

Industry

Machinery & Components

Tech & Service

CRM, SAP C4C, SAP C4C, SAP C4C

Process

Marketing, Sales

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