IXOM: Improving B2B sales operations and the customer experience with SAP CX solutions
Explore IXOM’s journey with SAP
As one of the largest chemical distributors in Australia and New Zealand, IXOM plays a vital role in the daily lives of tens of millions of people. To better serve multiple markets and manage business-to-business (B2B) relationships, IXOM chose SAP Customer Experience (SAP CX) solutions, including the SAP Emarsys solution.
| Industry | Region | Company Size | Partners |
| Chemicals | Melbourne, Australia | 1,300 employees | Ignite Digital and GoWide Solutions |
Head of Digital Commerce, IXOM
Consolidating B2B sales and communications for a better experience
As a leader in chemical manufacturing and distribution, IXOM serves B2B customers across four continents and 10 countries with a varied portfolio of products.
This complex global operation often posed significant challenges when engaging with customers. Different business units managed customer interactions and product data in isolation, relying on disparate systems, varied product document storage repositories, and spreadsheets. Decentralized marketing channels and communications made it hard to deliver a unified message to customers. Therefore, many were unaware of IXOM’s full suite of offerings, and even long-term customers might engage with only a fraction of its products and services.
The result was missed opportunities for cross-promotion and disconnected sales that hurt customer relationships and posed substantial barriers to internal operations and growth.
IXOM needed to consolidate its diverse operations and enhance customer interactions across all touch points – presenting a unified front, delivering a smooth customer experience, and fully leveraging the company’s extensive offerings.
Head of Digital Commerce, IXOM
Integrating the customer experience across digital channels
To build its desired digital experience, IXOM turned to SAP Customer Experience solutions, working with Ignite Digital and GoWide Solutions to build its new interactive website and integrate it with the back-end SAP system.
The SAP Sales Cloud solution is at the core of IXOM’s CRM architecture – helping track and manage customer digital relationships. From the website to communications, vital customer data is centralized to make the customer experience feel smooth. Plus, the intelligent sales add-on for SAP Sales Cloud and the service agent console for the SAP Sales and Service Core solution improve the experience for sales teams by giving them the data they need to make informed predictions and decisions.
Composable storefront software available for the SAP Commerce Cloud solution enables a single, headless customer web experience. Leveraging new and existing data enables clear product catalog and customer-specific information, such as order and delivery details, and also makes it easier for customers to self-serve.
The account engagement option for the SAP Emarsys solution allows IXOM to leverage customer data effectively for targeted, bulk B2B communication and for effective event-triggered communications from the company website.
Head of Digital Commerce, IXOM
Boosting lead generation and conversion with better data and communications
With a comprehensive suite of SAP CX solutions in place and connected, IXOM’s ability to engage with customers is transformed.
Since deployment, the company has seen a 92% increase in leads generated through the new dynamic website compared to its previous static site. And leads are now captured directly for assignment, enhancing the customer database and boosting conversions.
Existing processes and data stores are now customer-facing, increasing efficiency and integrating the customer experience with core business operations.
Direct access to customer data has enabled a robust bulk e-mail program that is compliant with anti-spam regulations, making it possible to target specific B2B customer segments with highly relevant communications. Triggered e-mails also keep customers informed as they navigate the buying journey. Plus, commercial teams can see how their product and customer data improve customer experiences, helping increase their commitment to good data governance.
The next step in improving the IXOM customer experience will be to roll out customer login access to IXOM.com early next year.
Head of Digital Commerce, IXOM
Featured partners
The IXOM website was built with Ignite Digital, which was selected as the UX and design partner. In addition to understanding and delivering desired metric outcomes, Ignite’s specialization in low-code website development also presented a novel opportunity to prototype key moments on the website and thoroughly test and optimize them before committing to a single day of development.
The IXOM website was built in partnership with GoWide Solutions. With the GoWide team’s deep understanding of SAP Commerce Cloud, each complex user experience challenge was surmounted. The team’s cloud expertise was proven in their leveraging of AI services and in generating customer-facing content for IXOM’s catalog of more than 18,000 products.