Customer Communication Targeted and Future-Proof

Based on the existing SAP system, Geringhoff uses various solutions from the SAP Customer Experience Suite for customer communication: SAP Commerce Cloud, SAP Sales Cloud and SAP Marketing Cloud. Processes were not optimally integrated so far, so that customer data (e.g. which brand is preferred or which machines are used) could not be used for customer communication.

Geringhoff wants to standardise sales processes and make optimal use of data in order to address its customers in a targeted manner and offer a pleasant customer experience. End-customer services are to be digitised so that customers are offered the entire lifecycle of the machines digitally (spare parts, operating instructions, repair kits, inspections). This holistic view should also work for partners and their customers, enabling an optimised and targeted portfolio.

For this purpose, an experienced partner was sought who could effectively integrate B2B2C processes in the service modules.

Since 2019, Arvato Systems has been supporting the roll-out of these end-to-end processes (where possible also on site). After an inventory and agile planning, integration consulting and a process workshop for data flow modelling followed. New custom business objects were then integrated into the SAP Marketing Cloud and click stream data from SAP Commerce into the SAP Marketing Cloud. Marketing attributes were activated in SAP Sales Cloud and training was conducted for SAP Commerce. The integration was done via SAP Cloud Platform Integration (CPI).