Cepas Argentinas: Improving Business Intelligence with SAP Web Channel Experience Management

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1 Cepas Argentinas: Improving Business Intelligence with SAP Web Channel Experience Management For over 70 years Cepas Argentinas has been producing and distributing a wide range of beverage brands that are marketed in 20 countries. But, as a business group, it found that working without an e-commerce solution in the digital age was becoming a disadvantage. To maintain its competitive edge, Cepas Argentinas chose the SAP Web Channel Experience Management application.

2 Company Cepas Argentinas Headquarters Buenos Aires, Argentina Industry Consumer products beverages Products and Services Production and distribution of beverages Employees 650 Revenue 860 million Argentinian pesos (US$ million) Web Site Partner QBK Consulting Business Transformation The company s top objectives Link telemarketing service sales to overall sales and document operations Expand the time frame during which orders can be placed Allow customers to access information via a self-service system Enable reporting and analytics based on each customer s individual history The resolution Implemented the SAP Web Channel Experience Management application Conducted a survey to fully understand the company s needs Provided quick and easy user training Completed the project on time and within budget The key benefits Tightly linked e-commerce with sales, marketing, logistics, and accounting processes Increased sales efficiency Reduced operating costs Improved business intelligence for the sales and marketing teams Read more By allowing self-service access to place orders and get information, SAP Web Channel Experience Management is helping us better serve customers who do not keep regular business hours or are located in different time zones. Laura Gabel, Project Leader, Cepas Argentinas Top Benefits Achieved 28% More sales transactions 17% Increase in customer visits to the new platform 95% Customer satisfaction with the new order-entry functionality See more metrics 2 / 6

3 Putting customer convenience first Since its founding in 1932, Cepas Argentinas has developed widely popular alcoholic and nonalcoholic beverage brands like Gancia, Martini, Terma, Pronto, and Dr. Lemon, to name a few. With approximately 650 employees, strong sales are at the core of its business and the utmost attention must be given to each transaction. With a customer base that spans across 20 countries, Cepas Argentinas sells to hypermarkets, supermarkets, minimarkets, individual stores, beverage distributors, and beverage outlets. 20 Countries comprise the Cepas Argentinas market Although the company has a solid telemarketing sales department that processes requests efficiently, those transactions were not perfectly linked to sales overall. And, given that customers were calling from many time zones, it was imperative to provide a wider time span for taking orders. Additionally, Cepas Argentinas needed a way to better document sales operations in order to improve individual account management and allow customers clear and transparent access to their transaction history. And all this information needed to be consolidated and made available to the sales team to enable reporting, analysis, and better decision making. It became clear that, in order to maintain its competitive edge and continue supporting growth, Cepas Argentinas needed to implement an e-commerce solution. 3 / 6

4 Opting for integrated, unified, and scalable solutions Cepas Argentinas evaluated several e-commerce tools and, because of its long-standing relationship with SAP, chose the SAP Web Channel Experience Management application. The businesses in the Cepas Argentinas group were already running the SAP ERP application, the SAP Business Planning and Consolidation application, and SAP BusinessObjects business intelligence solutions. With the prospect of easy integration into the existing SAP software landscape, the advantage of maintaining a unified and scalable software system with a long-term technology partner was clear. The implementation process took three months, including the analysis of the company s needs. Once the model and scope were defined, the project was completed on time and within budget by a team of six Cepas Argentinas colleagues and six implementation partner colleagues from QBK Consulting. 3 months Implementation on time and within budget Training for the new application was fast and simple thanks to an intuitive user interface. Telephone support was provided to customers and training manuals developed to allow the six initial users from sales to quickly train new employees. 4 / 6

5 Increasing customer satisfaction and cutting costs The positive impact of the SAP Web Channel Experience Management application on sales at Cepas Argentinas is clear. The number of transactions has increased by 28%, and customers have expressed satisfaction with the tool and offered feedback for improvements. Plus the company now has a completely integrated system that tightly links e-commerce with sales, marketing, logistics, and accounting and allows the details of each transaction to be accessed online. The result is an invaluable marketing tool for reporting on and analyzing customer trends. The IT department has also benefited from having a single point of contact for maintenance, which simplifies support and reduces related costs. And, now that customers can access transaction information online in PDF, the need to print and mail receipts and statements has been reduced. This means Cepas Argentinas is seeing a reduction in operating costs overall. The level of information integrity we have reached allows us to keep an eye on all levels of the customer transaction, from the order to the completion of the sales cycle, says Miriam Guthux, the head of business processes at Cepas Argentinas. Key benefits 28% More sales transactions 17% Increase in customer visits to the new platform 95% Customer satisfaction with the new order-entry functionality 5 / 6

6 Cepas Argentinas Expanding the reach of SAP Customer Relationship Management Thanks to the significant benefits Cepas Argentinas is reaping every day from its overall SAP investment, the company is currently planning to implement additional CRM features of the SAP Customer Relationship Management application that will allow it to manage and monitor promotional material and refrigeration equipment provided to customers. CMP23649 (13/02) 6 / 6

7 2013 SAP AG or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP AG and its affiliated companies ( SAP Group ) for informational purposes only, without representation or warranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Please see for additional trademark information and notices.

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