Finalist: 2024 Best Run Customer Experience
IXOM: Creating a complete B2B customer experience through a connected SAP CX suite Download the DocumentSAP Australia and New Zealand
Best Run Awards 2024
Best Run Awards 2024
Best Run SAP
Industry WebsiteProduct and Services Featured SAP Solutions
Water, Chemical,
Industrial and
more
https://www.ixom.com/Water Treatment Chemicals
and Equipment, Food and Health and
Personal care Ingredients, Industrial
Chemicals and more
IXOM plays a vital part in the lives of tens of millions of people every day: as one of the largest bulk and packaged chemical distribution businesses in Australia
and New Zealand, we ensure safe and reliable access to chemical products and services that help industries, businesses and local communities to thrive. As a
leader in chemical manufacturing and distribution with a history spanning over 100 years, we operate globally with over 1,300 employees across four continents
and ten countries.
Faced with the complexity of serving multiple markets and managing a varied product portfolio, we chose a suite of SAP CX systems to streamline our operations
and optimise our customer engagement. This strategic implementation aligns with our ongoing commitment to innovation, safety, and quality, enabling more
effective cross-promotion of our products and services, and allowing us to deliver value to our customers and shareholders. SAP Commerce Cloud and SAP Cloud
for Customer now serve as the cornerstone of our digital transformation, playing an important part in maintaining our role as a provider of essential services to a
wide range of industries.
SAP Commercial Cloud, SAP Cloud for
Customer, SAP Emarsys with Account
Engagement
Creating a complete business to business customer
experience through a connected SAP CX suite
IXOM
Customer Experience
Industry WebsiteProduct and Services Featured SAP Solutions
Water, Chemical,
Industrial and
more
https://www.ixom.com/Water Treatment Chemicals
and Equipment, Food and Health and
Personal care Ingredients, Industrial
Chemicals and more
IXOM plays a vital part in the lives of tens of millions of people every day: as one of the largest bulk and packaged chemical distribution businesses in Australia
and New Zealand, we ensure safe and reliable access to chemical products and services that help industries, businesses and local communities to thrive. As a
leader in chemical manufacturing and distribution with a history spanning over 100 years, we operate globally with over 1,300 employees across four continents
and ten countries.
Faced with the complexity of serving multiple markets and managing a varied product portfolio, we chose a suite of SAP CX systems to streamline our operations
and optimise our customer engagement. This strategic implementation aligns with our ongoing commitment to innovation, safety, and quality, enabling more
effective cross-promotion of our products and services, and allowing us to deliver value to our customers and shareholders. SAP Commerce Cloud and SAP Cloud
for Customer now serve as the cornerstone of our digital transformation, playing an important part in maintaining our role as a provider of essential services to a
wide range of industries.
SAP Commercial Cloud, SAP Cloud for
Customer, SAP Emarsys with Account
Engagement
Creating a complete business to business customer
experience through a connected SAP CX suite
IXOM
Customer Experience
Challenges
Before implementing a SAP CX suite of systems, we faced significant challenges due to the depth and diversity of
our commercial operations. Our internal structures mirrored the complexity of global presence and multifaceted
product lineup across various industries. Different business units managed customer interactions and product data
in isolation, relying on disparate systems, varied product document storage repositories, and spreadsheets. This
disjointed approach resulted in inconsistent customer experiences and a lack of cohesive communication.
Due to our decentralised marketing channels many customers were unaware of IXOM’s full offering. The absence
of a unified platform meant that even our long-time customers might only engage with a fraction of the products
and services we could offer, resulting in missed opportunities for cross promotion and disconnected sales
relationships. This fractured infrastructure not only hindered our relationships with customers, but also posed
substantial barriers to our internal operations and growth. Our employees struggled to access comprehensive
information and deliver a unified message to our customer base.
We needed a solution to consolidate our diverse operations and enhance customer interactions across all
touchpoints. A holistic digital transformation was essential to present a unified front, deliver a seamless customer
experience, and fully leverage our extensive product and service portfolio.
Before implementing a SAP CX suite of systems, we faced significant challenges due to the depth and diversity of
our commercial operations. Our internal structures mirrored the complexity of global presence and multifaceted
product lineup across various industries. Different business units managed customer interactions and product data
in isolation, relying on disparate systems, varied product document storage repositories, and spreadsheets. This
disjointed approach resulted in inconsistent customer experiences and a lack of cohesive communication.
Due to our decentralised marketing channels many customers were unaware of IXOM’s full offering. The absence
of a unified platform meant that even our long-time customers might only engage with a fraction of the products
and services we could offer, resulting in missed opportunities for cross promotion and disconnected sales
relationships. This fractured infrastructure not only hindered our relationships with customers, but also posed
substantial barriers to our internal operations and growth. Our employees struggled to access comprehensive
information and deliver a unified message to our customer base.
We needed a solution to consolidate our diverse operations and enhance customer interactions across all
touchpoints. A holistic digital transformation was essential to present a unified front, deliver a seamless customer
experience, and fully leverage our extensive product and service portfolio.
Solution
To build our desired customer experience, we chose to uplift and connect our existing systems into a connected,
SAP CX ecosystem rather than start again with alternative platforms. We based this strategic decision on
assessments confirming the potential of our current systems to meet complex needs, with key enhancements.
Initiatives delivered:
SAP Composable Storefront website: We built both our public and our logged-in customer experiences on a
single headless SAP Composable Storefront front-end to create a modern, integrated customer-facing interface,
leveraging on SAP's robust product cockpit backend allows us to utilize our existing actionable product and
customer-centric data. The surfacing of our product catalogue and of customer-specific data, such as order and
delivery details, makes it easier for customers to self-serve and do business with us.
Emarsys implementation: We implemented SAP Emarsys with Account Engagement to leverage our CRM
customer data effectively for targeted bulk business-to-business communication, and for effective event-triggered
communications from our new website front-end.
SAP Cloud for Customer add-ons: We implemented enhancements such as the Intelligence Sales add-on and
the Service Agent Console to improve our sales team user experience and data utility, with technology
supporting them to make informed predictions and decisions.
SAP Sales Cloud CRM (SAP Cloud for Customer) has taken a strategic positioned at the core of our architecture,
guaranteeing the centralization of vital customer data. By establishing seamless interfaces, we continuously
enrich our customer data. This platform is where every aspect of the customer's digital relationship with IXOM is
managed: from website access provisioning to the definition of triggered communications received.
To build our desired customer experience, we chose to uplift and connect our existing systems into a connected,
SAP CX ecosystem rather than start again with alternative platforms. We based this strategic decision on
assessments confirming the potential of our current systems to meet complex needs, with key enhancements.
Initiatives delivered:
SAP Composable Storefront website: We built both our public and our logged-in customer experiences on a
single headless SAP Composable Storefront front-end to create a modern, integrated customer-facing interface,
leveraging on SAP's robust product cockpit backend allows us to utilize our existing actionable product and
customer-centric data. The surfacing of our product catalogue and of customer-specific data, such as order and
delivery details, makes it easier for customers to self-serve and do business with us.
Emarsys implementation: We implemented SAP Emarsys with Account Engagement to leverage our CRM
customer data effectively for targeted bulk business-to-business communication, and for effective event-triggered
communications from our new website front-end.
SAP Cloud for Customer add-ons: We implemented enhancements such as the Intelligence Sales add-on and
the Service Agent Console to improve our sales team user experience and data utility, with technology
supporting them to make informed predictions and decisions.
SAP Sales Cloud CRM (SAP Cloud for Customer) has taken a strategic positioned at the core of our architecture,
guaranteeing the centralization of vital customer data. By establishing seamless interfaces, we continuously
enrich our customer data. This platform is where every aspect of the customer's digital relationship with IXOM is
managed: from website access provisioning to the definition of triggered communications received.
Impact
Conversion
Leads are now captured within SAP
Sales Cloud CRM and auto-assigned
to the right expert. This maximises our
ability and speed to service our
customers while also uplifting our
CRM customer database.
Loyalty
All customer data captured is passed
to Emarsys for targeted B2B customer
communications. Geography, industry
segment, job title and order history
targeting all contribute to maximising
email message relevancy.
Engagement
A modern website user experience
presenting our product catalogue has led
to a 92% increase in commercial leads
generated compared to our previous
static website.
IXOM’s ability to engage with customers has been transformed by the implementation of an integrated suite of SAP solutions,
especially SAP Composable Storefront powered by SAP Commerce.
Key impacts include:
Enhanced website communication, lead generation and conversion: Without site traffic increasing, within the first fortnight
we saw a 92% increase in leads generated through our rich, product-centric website compared to our previous, static site.
Leads are now captured directly into SAP Sales Cloud CRM for assignment, helping uplift our customer database.
Operational efficiency: The new SAP Composable website leverages existing processes and data stores, making them
customer-facing, boosting efficiency and integrating the customer experience with core business operations.
Improved customer experience: Our website will soon launch a logged-in experience, powered by SAP Commerce Cloud
interfaced with our SAP ERP, which will reduce manual queries and enhance service efficiency. Customers can access key
data via login, with access managed by our sales team on their existing CRM system.
Targeted communications: Direct access to CRM customer data from Emarsys with Account Engagement enables a robust,
Spam Act-compliant bulk email program, with the ability to laser-target specific B2B customer segments with highly relevant
communications. Triggered emails from Emarsys keep customers informed as they navigate the buying journey.
Our connected SAP CX ecosystem has not only generated direct value but has also changed our commercial teams'
engagement with their data. Our commercial teams can see how their product and customer data now directly improves
customer experiences, increasing their commitment to good data governance. With better communication of IXOM's vast
offering and the tools to streamline the buying relationship we are well equipped to deliver more for our customers.
Conversion
Leads are now captured within SAP
Sales Cloud CRM and auto-assigned
to the right expert. This maximises our
ability and speed to service our
customers while also uplifting our
CRM customer database.
Loyalty
All customer data captured is passed
to Emarsys for targeted B2B customer
communications. Geography, industry
segment, job title and order history
targeting all contribute to maximising
email message relevancy.
Engagement
A modern website user experience
presenting our product catalogue has led
to a 92% increase in commercial leads
generated compared to our previous
static website.
IXOM’s ability to engage with customers has been transformed by the implementation of an integrated suite of SAP solutions,
especially SAP Composable Storefront powered by SAP Commerce.
Key impacts include:
Enhanced website communication, lead generation and conversion: Without site traffic increasing, within the first fortnight
we saw a 92% increase in leads generated through our rich, product-centric website compared to our previous, static site.
Leads are now captured directly into SAP Sales Cloud CRM for assignment, helping uplift our customer database.
Operational efficiency: The new SAP Composable website leverages existing processes and data stores, making them
customer-facing, boosting efficiency and integrating the customer experience with core business operations.
Improved customer experience: Our website will soon launch a logged-in experience, powered by SAP Commerce Cloud
interfaced with our SAP ERP, which will reduce manual queries and enhance service efficiency. Customers can access key
data via login, with access managed by our sales team on their existing CRM system.
Targeted communications: Direct access to CRM customer data from Emarsys with Account Engagement enables a robust,
Spam Act-compliant bulk email program, with the ability to laser-target specific B2B customer segments with highly relevant
communications. Triggered emails from Emarsys keep customers informed as they navigate the buying journey.
Our connected SAP CX ecosystem has not only generated direct value but has also changed our commercial teams'
engagement with their data. Our commercial teams can see how their product and customer data now directly improves
customer experiences, increasing their commitment to good data governance. With better communication of IXOM's vast
offering and the tools to streamline the buying relationship we are well equipped to deliver more for our customers.
“”IXOM is an organisation with a long, rich history but a relatively new brand. This, combined with our
diverse, deep and complex product and service offering, makes it a challenge to effectively
communicate the complete value we can offer to potential customers.
We could not be held back by technology that imposes limitations on UX or integration capabilities. Our
connected suite of SAP CX systems, particularly our headless Composable Storefront platform, has
enabled us to break free from constraints. This allows our team to concentrate on delivering a user
experience that maximises our measured objectives across the customer lifecycle.
Equipped with efficient and adaptable customer communication channels, an upcoming logged-in
experience, and streamlined processes to manage these, IXOM is well-positioned to become a
frontrunner in the delivery of an exceptional digital experience to our customers.
Guill le Roux
Head of Digital Commerce,
IXOM
diverse, deep and complex product and service offering, makes it a challenge to effectively
communicate the complete value we can offer to potential customers.
We could not be held back by technology that imposes limitations on UX or integration capabilities. Our
connected suite of SAP CX systems, particularly our headless Composable Storefront platform, has
enabled us to break free from constraints. This allows our team to concentrate on delivering a user
experience that maximises our measured objectives across the customer lifecycle.
Equipped with efficient and adaptable customer communication channels, an upcoming logged-in
experience, and streamlined processes to manage these, IXOM is well-positioned to become a
frontrunner in the delivery of an exceptional digital experience to our customers.
Guill le Roux
Head of Digital Commerce,
IXOM