Delivering precision at scale for every customer
Rudolf Ostermann GmbH (Ostermann), a midmarket wholesaler for carpentry supplies, modernized its legacy customer relationship management (CRM) solution to drive data-based sales and scalable growth. With the SAP Customer Experience (SAP CX) solution, it unified data, streamlined sales workflows, and enabled faster, more personalized service across customer interactions.
| Industry | Region | Company Size | Partner |
| Wholesale distribution | Bocholt, Germany | 500 employees | VASS Consultoria de Sistemas SL |
of orders delivered next day, helping ensure reliability.
weekend migration, enabling uninterrupted sales operations.
months from kickoff to go-live, accelerating transformation.
Head of IT, Rudolf Ostermann GmbH
| Industry | Region | Company Size | Partner |
| Wholesale distribution | Bocholt, Germany | 500 employees | VASS Consultoria de Sistemas SL |
of orders delivered next day, helping ensure reliability.
weekend migration, enabling uninterrupted sales operations.
months from kickoff to go-live, accelerating transformation.
Head of IT, Rudolf Ostermann GmbH
Modernizing a legacy CRM system to enable data-driven midmarket growth
Every piece of furniture depends on a small detail: the edge. For Ostermann, delivering the perfect match defines customer value across more than 100 countries. When a carpenter calls needing that exact match, every second counts. In these moments, speed and accuracy are critical to maintaining trust. But behind the scenes, sales teams often had to search across systems to find the right information quickly enough.
For more than 13 years, Rudolf Ostermann GmbH relied on a highly customized CRM system embedded in sales processes across 13 locations. Deeply embedded, it became outdated, limiting data visibility and slowing processes. Teams spent valuable time searching for fragmented information instead of engaging with customers.
Ostermann needed to improve efficiency, enable data-driven decisions, and support faster, more personalized service without disrupting daily operations or customer relationships.
Head of IT, Rudolf Ostermann GmbH
Unifying customer data with SAP CX for sales efficiency
Ostermann defined over 250 criteria to evaluate potential new CRM solutions. SAP CX delivered the strongest overall fit, supporting both current needs and future growth.
Building on SAP S/4HANA, Ostermann implemented SAP Customer Data Platform and the SAP Sales Cloud, SAP Engagement Cloud, SAP Datasphere, and SAP Emarsys solutions. This created a unified view of customer data across all systems.
Sales teams now work from a single entry point, accessing real-time insights, tasks, and analytics. Data flows across processes, improving consistency and enabling better decision-making. The integrated environment improves data accuracy, strengthens forecasting, and enables more-relevant cross-sell opportunities by providing consistent, connected insights across all customer interactions in a scalable midmarket setup.
The transformation was completed in eight months with partner VASS Consultoria de Sistemas SL. Careful preparation and hands-on training enabled a smooth migration in one weekend, helping ensure uninterrupted sales operations.
Head of IT, Rudolf Ostermann GmbH
Empowering sales with real-time insights and customer engagement
With a single source of truth, Ostermann has transformed both sales operations and customer engagement. When a customer calls to reorder a product or ask for the right edge to match a specific board, sales teams now instantly see past orders, preferences, and open activities in one view. Instead of switching between systems, they can quickly confirm availability, recommend the correct match, and place the order during the same interaction, resolving requests in real time.
This creates a smoother and more responsive customer experience. Customers no longer wait while information is gathered. They receive fast, accurate answers and relevant recommendations in real time, helping them complete their work without delays.
The smooth transition helped ensure business continuity, enabling sales teams to support customers without interruption. At the same time, integrated data improved accuracy and transparency across interactions, while productivity remained stable as new capabilities were introduced. Meanwhile, sales teams continue supporting customers without disruption.
By reducing manual effort and virtually eliminating data searches, employees spend more time engaging with customers and less time navigating systems. This strengthens relationships through faster responses, more-relevant conversations, and consistent service across every touchpoint.
As a result, Ostermann reinforces its promise of service, variety, and speed while scaling a more connected and responsive customer experience. At the same time, the speed and responsiveness of the latest version of SAP Sales Cloud have transformed how teams work day-to-day. The intuitive experience and fast performance make the system smooth and enjoyable to use, driving strong adoption and genuine enthusiasm across the sales organization.
Head of IT, Rudolf Ostermann GmbH
Scaling AI and connected customer experiences
Ostermann plans to introduce SAP’s embedded AI capabilities for faster decision-making. Future scenarios include identifying customer behavior patterns.
With SAP solutions, Ostermann continues to scale as a midmarket leader, combining data, technology, and expertise to deliver consistent, high-quality customer experiences.
Featured partner
VASS Consultoria de Sistemas SL is a global SAP gold partner and digital transformation consultancy, supporting organizations in optimizing processes, connecting systems, and delivering comprehensive customer experiences. By combining technical expertise with strong process understanding, VASS enabled a rapid and smooth rollout of SAP CX at Ostermann while helping ensure high user adoption across all locations.