NovaTaste – SAP Innovation Awards 2026
Finalist in the Customer Experience Innovator category: NovaTaste Group transformed its service delivery by integrating AI with SAP CX, SAP BTP, and SAP BDC. This innovation enabled seamless cross-departmental collaboration, automated intelligence, and real-time insights, improving response times and operational efficiency, ensuring premium customer trust and scalable growth. Entry 26086 Download the DocumentInnovation Story
PUBLIC
End-to-End Service Excellence at
Scale: AI-Powered Automation
and Strategic Insights with SAP
CX, SAP BTP, and SAP BDC
NovaTaste Group
Consumer products
Customer Experience Innovator
PUBLIC
End-to-End Service Excellence at
Scale: AI-Powered Automation
and Strategic Insights with SAP
CX, SAP BTP, and SAP BDC
NovaTaste Group
Consumer products
Customer Experience Innovator
End-to-End Service Excellence at Scale:
AI-Powered Automation and Strategic Insights
with SAP CX, SAP BTP, and SAP BDC
In the world of taste, excellence depends on a perfect balance of ingredients. Yet, as NovaTaste evolved
into a global leader serving 100+ countries, this balance was under pressure. Critical customer inquiries
were scattered across personal inboxes, while invisible silos hindered transparency. What once felt like
personal service became an operational risk, threatening the premium trust built over decades. If nothing
changed, NovaTaste risked losing its connection to customer needs and leaving growth potential untapped.
The boldest part of this transformation is the integration of AI as the core enabler within a holistic service
process. By leveraging SAP Service Cloud and a unified Service Cockpit on SAP Business Technology
Platform (BTP), NovaTaste redefined its service delivery. This connection enables seamless cross-
departmental collaboration between Front-Office and Back-Office experts for the first time. At the heart sits
the Virtual Service Agent (VSA), bundling all AI features to automate intelligence. This architecture,
supported by SAP Business Data Cloud (BDC), allows the organization to derive strategic measures from
real-time insights.
Today, employees are freed from manual triage for high-value consulting, while customers benefit from
significantly faster response times and data-backed precision.
2© 2026 SAP SE or an SAP affiliate company. All rights reserved | PUBLIC
AI-Powered Automation and Strategic Insights
with SAP CX, SAP BTP, and SAP BDC
In the world of taste, excellence depends on a perfect balance of ingredients. Yet, as NovaTaste evolved
into a global leader serving 100+ countries, this balance was under pressure. Critical customer inquiries
were scattered across personal inboxes, while invisible silos hindered transparency. What once felt like
personal service became an operational risk, threatening the premium trust built over decades. If nothing
changed, NovaTaste risked losing its connection to customer needs and leaving growth potential untapped.
The boldest part of this transformation is the integration of AI as the core enabler within a holistic service
process. By leveraging SAP Service Cloud and a unified Service Cockpit on SAP Business Technology
Platform (BTP), NovaTaste redefined its service delivery. This connection enables seamless cross-
departmental collaboration between Front-Office and Back-Office experts for the first time. At the heart sits
the Virtual Service Agent (VSA), bundling all AI features to automate intelligence. This architecture,
supported by SAP Business Data Cloud (BDC), allows the organization to derive strategic measures from
real-time insights.
Today, employees are freed from manual triage for high-value consulting, while customers benefit from
significantly faster response times and data-backed precision.
2© 2026 SAP SE or an SAP affiliate company. All rights reserved | PUBLIC
EXECUTIVE SUMMARY
CHALLENGE SOLUTION OUTCOME
Beyond the Blind Spot: Scaling AI-Powered Service Excellence with SAP CX,
SAP BTP, and SAP BDC
As NovaTaste expanded into a global leader across 100+
countries, the existing decentralized service model hit a
breaking point. Siloed communication and inquiries trapped in
personal inboxes created a massive transparency gap across
the organization. Since data was not captured centrally,
leadership lacked a real-time view of the actual operational
situation. Without this unified digital foundation, critical service
insights remained isolated, making it impossible to identify
global market trends or derive actionable business insights. This
fragmentation threatened the premium customer trust and
organizational scalability required for future growth.
NovaTaste established a "Single Source of Truth" by integrating
SAP Service Cloud, SAP Commerce Cloud, and SAP ERP. The
SAP Business Data Cloud (BDC), leveraging SAP Datasphere
and SAP Analytics Cloud serves as the analytical
foundation—combining service KPIs with enterprise-level data
for strategic decision-making. Innovation was driven on SAP
BTP, where a Virtual Service Agent enables AI-driven
automation and a custom pro-code Service Cockpit unifies
operational workflows. These side-by-side extensions preserve
a “Clean Core” while harmonizing global processes in real-time.
This architecture provides the actionable insights previously
missing, ensuring a seamless, data-driven customer experience
and AI-powered service excellence.
The transformation delivered immediate impact: 500 users now
handle 20,000+ cases per quarter. By closing the "insight gap"
via SAP BDC, NovaTaste replaced silos with a 360-degree
customer view, enabling seamless cross-border collaboration
between global sites. Beyond efficiency, the solution creates a
significant human advantage: AI-driven automation and the
Service Cockpit eliminate repetitive tasks, empowering
employees to focus on high-value customer interactions. This
scalable blueprint ensures AI-powered service excellence,
allowing leadership to derive strategic measures while fostering
a modern, data-driven workplace that secures premium growth
worldwide.
66% Case Time
Reduction
From 3 to 1 day case reduction by
eliminating silos and VSA usage.
Optimized resource allocation and fast,
data-backed answers.
100% Transparency
Data/Process
First-time cross-departmental data
collection, process chain, and analysis.
Single Source of Truth for data-driven
decisions vs. gut feeling.
+150 Adoption &
Scale
Rapid platform adoption and successful
organizational scaling.
Driving digital-first collaboration across all
business units.
© 2026 SAP SE or an SAP affiliate company. All rights reserved | PUBLIC 3
CHALLENGE SOLUTION OUTCOME
Beyond the Blind Spot: Scaling AI-Powered Service Excellence with SAP CX,
SAP BTP, and SAP BDC
As NovaTaste expanded into a global leader across 100+
countries, the existing decentralized service model hit a
breaking point. Siloed communication and inquiries trapped in
personal inboxes created a massive transparency gap across
the organization. Since data was not captured centrally,
leadership lacked a real-time view of the actual operational
situation. Without this unified digital foundation, critical service
insights remained isolated, making it impossible to identify
global market trends or derive actionable business insights. This
fragmentation threatened the premium customer trust and
organizational scalability required for future growth.
NovaTaste established a "Single Source of Truth" by integrating
SAP Service Cloud, SAP Commerce Cloud, and SAP ERP. The
SAP Business Data Cloud (BDC), leveraging SAP Datasphere
and SAP Analytics Cloud serves as the analytical
foundation—combining service KPIs with enterprise-level data
for strategic decision-making. Innovation was driven on SAP
BTP, where a Virtual Service Agent enables AI-driven
automation and a custom pro-code Service Cockpit unifies
operational workflows. These side-by-side extensions preserve
a “Clean Core” while harmonizing global processes in real-time.
This architecture provides the actionable insights previously
missing, ensuring a seamless, data-driven customer experience
and AI-powered service excellence.
The transformation delivered immediate impact: 500 users now
handle 20,000+ cases per quarter. By closing the "insight gap"
via SAP BDC, NovaTaste replaced silos with a 360-degree
customer view, enabling seamless cross-border collaboration
between global sites. Beyond efficiency, the solution creates a
significant human advantage: AI-driven automation and the
Service Cockpit eliminate repetitive tasks, empowering
employees to focus on high-value customer interactions. This
scalable blueprint ensures AI-powered service excellence,
allowing leadership to derive strategic measures while fostering
a modern, data-driven workplace that secures premium growth
worldwide.
66% Case Time
Reduction
From 3 to 1 day case reduction by
eliminating silos and VSA usage.
Optimized resource allocation and fast,
data-backed answers.
100% Transparency
Data/Process
First-time cross-departmental data
collection, process chain, and analysis.
Single Source of Truth for data-driven
decisions vs. gut feeling.
+150 Adoption &
Scale
Rapid platform adoption and successful
organizational scaling.
Driving digital-first collaboration across all
business units.
© 2026 SAP SE or an SAP affiliate company. All rights reserved | PUBLIC 3
Project details
PROJECT OBJECTIVES USE CASE
DEPLOYMENT COUNTRY DEPLOYMENT DATE NUMBER OF END USERS TRANSACTION VOLUME
The objective was to replace fragmented "inbox silos" with a unified, intelligent
CX ecosystem bridging operational execution and strategic analytics.
Unified Data Foundation: Centralize global inquiries across Sales, Service,
and Back Office to eliminate data silos. This provides the base to monitor
global KPIs and eliminate strategic "blind spots".
Cross-Departmental Collaboration: Replace decentralized email with a
transparent case ecosystem in SAP Service Cloud. A pro-code SAP BTP
workspace connects Front-Office teams with 150 technical Back-Office
experts (Non-CRM users) for seamless, real-time collaboration.
AI-Powered Automation: Replace manual, inbox-driven workflows with a
standardized global platform. AI-driven categorization and routing shift
resources from administration to high-value consulting.
Data-Driven Service Excellence: Leverage SAP BDC to transform
transparency into actionable insights. This ensures consistent quality across
100+ countries, accelerating the "Future of Nutrition" mission.
Use Case: Bridging the CRM Gap with AI-Driven Synergy
The Challenge: NovaTaste’s global expansion outpaced its legacy service
model. Inquiries were trapped in personal "inbox silos“, resulting in a lack of
transparency and disconnected processes between Front-Office and 150
technical Back-Office experts (Non-CRM users), threatening premium
customer trust.
The Solution & Innovation: By establishing a “Single Source of Truth” via
SAP BTP, NovaTaste unified global communication. Front-Office teams and
technical specialists now collaborate in real-time within a pro-code digital
workspace. While internal discussions utilize in-case chat, customer
communication flows through the AI-powered Virtual Service Agent —
providing a seamless yet clearly separated interface for global coordination.
The Breakthrough: Using SAP BDC, NovaTaste transformed operational
transparency into strategic analytics. AI-driven categorization and routing
replace manual inbox management, freeing experts to focus on high-value
consulting and the "Future of Nutrition".
Austria, Germany, Switzerland and
Italy
November 3, 2025 350 SAP Service Cloud +
150 SAP BTP Service Cockpit
> 20,000 cases per quarter
4© 2026 SAP SE or an SAP affiliate company. All rights reserved | PUBLIC
PROJECT OBJECTIVES USE CASE
DEPLOYMENT COUNTRY DEPLOYMENT DATE NUMBER OF END USERS TRANSACTION VOLUME
The objective was to replace fragmented "inbox silos" with a unified, intelligent
CX ecosystem bridging operational execution and strategic analytics.
Unified Data Foundation: Centralize global inquiries across Sales, Service,
and Back Office to eliminate data silos. This provides the base to monitor
global KPIs and eliminate strategic "blind spots".
Cross-Departmental Collaboration: Replace decentralized email with a
transparent case ecosystem in SAP Service Cloud. A pro-code SAP BTP
workspace connects Front-Office teams with 150 technical Back-Office
experts (Non-CRM users) for seamless, real-time collaboration.
AI-Powered Automation: Replace manual, inbox-driven workflows with a
standardized global platform. AI-driven categorization and routing shift
resources from administration to high-value consulting.
Data-Driven Service Excellence: Leverage SAP BDC to transform
transparency into actionable insights. This ensures consistent quality across
100+ countries, accelerating the "Future of Nutrition" mission.
Use Case: Bridging the CRM Gap with AI-Driven Synergy
The Challenge: NovaTaste’s global expansion outpaced its legacy service
model. Inquiries were trapped in personal "inbox silos“, resulting in a lack of
transparency and disconnected processes between Front-Office and 150
technical Back-Office experts (Non-CRM users), threatening premium
customer trust.
The Solution & Innovation: By establishing a “Single Source of Truth” via
SAP BTP, NovaTaste unified global communication. Front-Office teams and
technical specialists now collaborate in real-time within a pro-code digital
workspace. While internal discussions utilize in-case chat, customer
communication flows through the AI-powered Virtual Service Agent —
providing a seamless yet clearly separated interface for global coordination.
The Breakthrough: Using SAP BDC, NovaTaste transformed operational
transparency into strategic analytics. AI-driven categorization and routing
replace manual inbox management, freeing experts to focus on high-value
consulting and the "Future of Nutrition".
Austria, Germany, Switzerland and
Italy
November 3, 2025 350 SAP Service Cloud +
150 SAP BTP Service Cockpit
> 20,000 cases per quarter
4© 2026 SAP SE or an SAP affiliate company. All rights reserved | PUBLIC
Innovations
INNOVATIVE USE OF SAP TECHNOLOGY
WHY SAP
NovaTaste transformed its strategic vision into reality by extending SAP
Service Cloud via SAP BTP, creating a unified project "Luigi"-based Service
Cockpit. This platform acts as a strategic bridge, connecting Front-Office
teams with technical Back-Office experts to ensure global service consistency.
By integrating SAP BDC and leveraging SAP Cloud Integration, NovaTaste
seamlessly aligned SAP Commerce Cloud, SAP Service Cloud, and SAP ERP.
This established the analytical foundation for strategic execution, providing a
trusted data foundation for real-time KPI monitoring and cross-border
transparency.
The key innovation is an AI-powered Virtual Service Agent on SAP BTP, which
automates complex case classifications and response drafts. This clean-core
architecture is designed with a clear human perspective: by eliminating
repetitive administrative effort, NovaTaste empowers its employees to regain
time for high-value, proactive customer consulting and service innovation. This
approach proves that strategic excellence is achieved when cutting-edge SAP
technology puts people back at the center.
NovaTaste established a globally scalable SAP foundation aligned with its
premium brand. By unifying all SAP CX Solutions, SAP ERP, and SAP BDC,
NovaTaste enabled seamless cross-border operations and real-time global KPI
monitoring. SAP BTP drives innovation and standardized international
processes within a “Clean Core”. This architecture facilitates AI-driven
excellence, like the Virtual Service Agent, leveraging a 25-year partnership for
industry-leading innovation.
“The real breakthrough was embedding AI directly into our service
processes. The Virtual Service Agent transforms complex, manual
coordination into an intelligent engine handling over 20,000 service cases
per quarter, ensuring our premium brand scales globally.
Herbert Frohner, Global CIO, NovaTaste
“The SAP BTP–based Service Cockpit fundamentally changed how our
experts work. By connecting Front-Office and technical teams in real-
time, we’ve eliminated silos, allowing our people to focus on high-value
customer consulting instead of administration.“
Clarissa Schütz, Head of Customer Service, NovaTaste
“By integrating SAP BDC, we’ve turned global data into a strategic asset.
We now gain real-time insights that trigger immediate operative
measures across borders, ensuring consistent quality and AI-driven
loyalty at a global scale.”
Roman Erlacher, Global Head of Data, AI & Digital Value, NovaTaste
5© 2026 SAP SE or an SAP affiliate company. All rights reserved | PUBLIC
INNOVATIVE USE OF SAP TECHNOLOGY
WHY SAP
NovaTaste transformed its strategic vision into reality by extending SAP
Service Cloud via SAP BTP, creating a unified project "Luigi"-based Service
Cockpit. This platform acts as a strategic bridge, connecting Front-Office
teams with technical Back-Office experts to ensure global service consistency.
By integrating SAP BDC and leveraging SAP Cloud Integration, NovaTaste
seamlessly aligned SAP Commerce Cloud, SAP Service Cloud, and SAP ERP.
This established the analytical foundation for strategic execution, providing a
trusted data foundation for real-time KPI monitoring and cross-border
transparency.
The key innovation is an AI-powered Virtual Service Agent on SAP BTP, which
automates complex case classifications and response drafts. This clean-core
architecture is designed with a clear human perspective: by eliminating
repetitive administrative effort, NovaTaste empowers its employees to regain
time for high-value, proactive customer consulting and service innovation. This
approach proves that strategic excellence is achieved when cutting-edge SAP
technology puts people back at the center.
NovaTaste established a globally scalable SAP foundation aligned with its
premium brand. By unifying all SAP CX Solutions, SAP ERP, and SAP BDC,
NovaTaste enabled seamless cross-border operations and real-time global KPI
monitoring. SAP BTP drives innovation and standardized international
processes within a “Clean Core”. This architecture facilitates AI-driven
excellence, like the Virtual Service Agent, leveraging a 25-year partnership for
industry-leading innovation.
“The real breakthrough was embedding AI directly into our service
processes. The Virtual Service Agent transforms complex, manual
coordination into an intelligent engine handling over 20,000 service cases
per quarter, ensuring our premium brand scales globally.
Herbert Frohner, Global CIO, NovaTaste
“The SAP BTP–based Service Cockpit fundamentally changed how our
experts work. By connecting Front-Office and technical teams in real-
time, we’ve eliminated silos, allowing our people to focus on high-value
customer consulting instead of administration.“
Clarissa Schütz, Head of Customer Service, NovaTaste
“By integrating SAP BDC, we’ve turned global data into a strategic asset.
We now gain real-time insights that trigger immediate operative
measures across borders, ensuring consistent quality and AI-driven
loyalty at a global scale.”
Roman Erlacher, Global Head of Data, AI & Digital Value, NovaTaste
5© 2026 SAP SE or an SAP affiliate company. All rights reserved | PUBLIC
Benefits and outcomes
BUSINESS AND/OR SOCIETY IT
What was once fragmented knowledge and operational risk is now a trusted, AI- and data-powered
foundation for customer confidence and sustainable growth.
▪ AI-Driven Operational Scalability: 1,000+ automated routing rules and an
AI-powered Virtual Service Agent sustain global service levels while
enabling growth without manual workload. This frees teams for higher-value
consulting, putting people back at the center.
▪ Unified Strategic Intelligence: A 360° view combined with real-time
analytics and KPI tracking enables the organization to make instant, data-
driven decisions. By linking customer segmentation to service entitlements,
NovaTaste ensures that resources and service levels are deployed
optimally in line with business priorities.
▪ E2E Process across Departments: 150 non-CRM technical Back-Office
experts were brought into one unified workflow, replacing scattered emails
with real-time transparency and seamless expert contribution across the
entire value chain.
▪ Best-in-Class Customer Experience: Response quality and speed
improved across 20,000+ quarterly cases by routing inquiries to the right
specialist for accurate, data-backed answers and guaranteed service levels.
▪ Breakthrough Efficiency with GenAI: NovaTaste implemented a multi-
model Virtual Service Agent (GPT-4o) on SAP BTP to automate
categorization and solution suggestions, transforming complex data into
rapid decision support while reducing technical manual effort.
▪ Strategic Execution via SAP BDC: The introduction of the SAP BDC
established a bi-directional data backbone that enables real-time KPI
monitoring and tracking. This turns previously fragmented data into
actionable insights across the entire global landscape.
▪ Data-Driven Operative Logic: The architecture translates customer
segmentation into automated technical workflows. This ensures the system
enforces service levels (SLAs) and precise resource deployment, triggered
directly by integrated analytics.
▪ Future-Ready Resilience (Clean Core): By utilizing the "Luigi" Framework
on SAP BTP, the IT team replaced fragmented, inbox-driven processes
with a scalable, low-maintenance architecture. This "Clean Core" ap-
proach ensures the system is ready for continuous, data-driven AI innova-
tion without disrupting core operations.
6© 2026 SAP SE or an SAP affiliate company. All rights reserved | PUBLIC
BUSINESS AND/OR SOCIETY IT
What was once fragmented knowledge and operational risk is now a trusted, AI- and data-powered
foundation for customer confidence and sustainable growth.
▪ AI-Driven Operational Scalability: 1,000+ automated routing rules and an
AI-powered Virtual Service Agent sustain global service levels while
enabling growth without manual workload. This frees teams for higher-value
consulting, putting people back at the center.
▪ Unified Strategic Intelligence: A 360° view combined with real-time
analytics and KPI tracking enables the organization to make instant, data-
driven decisions. By linking customer segmentation to service entitlements,
NovaTaste ensures that resources and service levels are deployed
optimally in line with business priorities.
▪ E2E Process across Departments: 150 non-CRM technical Back-Office
experts were brought into one unified workflow, replacing scattered emails
with real-time transparency and seamless expert contribution across the
entire value chain.
▪ Best-in-Class Customer Experience: Response quality and speed
improved across 20,000+ quarterly cases by routing inquiries to the right
specialist for accurate, data-backed answers and guaranteed service levels.
▪ Breakthrough Efficiency with GenAI: NovaTaste implemented a multi-
model Virtual Service Agent (GPT-4o) on SAP BTP to automate
categorization and solution suggestions, transforming complex data into
rapid decision support while reducing technical manual effort.
▪ Strategic Execution via SAP BDC: The introduction of the SAP BDC
established a bi-directional data backbone that enables real-time KPI
monitoring and tracking. This turns previously fragmented data into
actionable insights across the entire global landscape.
▪ Data-Driven Operative Logic: The architecture translates customer
segmentation into automated technical workflows. This ensures the system
enforces service levels (SLAs) and precise resource deployment, triggered
directly by integrated analytics.
▪ Future-Ready Resilience (Clean Core): By utilizing the "Luigi" Framework
on SAP BTP, the IT team replaced fragmented, inbox-driven processes
with a scalable, low-maintenance architecture. This "Clean Core" ap-
proach ensures the system is ready for continuous, data-driven AI innova-
tion without disrupting core operations.
6© 2026 SAP SE or an SAP affiliate company. All rights reserved | PUBLIC