How BSH boosted their information energy to ship higher customer support – Cyber Tech

The roughly 60,000 staff of BSH Residence Home equipment Group (BSH) would agree with a phrase invented greater than 400 years in the past by an Englishman, Sir Francis Bacon. For these staff striving to fulfill their firm’s purpose of enhancing clients’ high quality of life at house, Bacon mentioned it greatest, “Data is energy.”  

Primarily based in Munich, Germany, BSH, part of Bosch Group, has develop into one of many world’s high house equipment producers – from giant home equipment equivalent to ovens, dishwashers, washers, dryers, and fridges to small home equipment equivalent to vacuum cleaners and espresso machines. You could even be conversant in a few of their manufacturers, like Bosch, Siemens, Gaggenau, NEFF, and Thermador. BSH has 38 factories worldwide and a community of gross sales, manufacturing, and repair firms.

Missing a unified expertise

Previously, BSH confronted challenges in successfully using shopper information, which included understanding their preferences, buying historical past, service necessities, and product utilization. This precious info performs a vital function in driving gross sales, advertising and marketing, service, and product improvement efforts, in the end resulting in glad clients and staff.

BSH acknowledged the necessity for a unified engagement platform to streamline shopper information administration throughout all touchpoints in its direct-to-consumer (D2C) operations. Beforehand, the corporate relied on a group of insufficiently linked legacy techniques, making it troublesome to establish customers and cater to their particular wants.

Inefficiencies ensuing from a information void

Going deeper into the problems, the information disconnect challenged the corporate to supply well timed, full responses to advertising and marketing and gross sales alternatives. BSH struggled to supply the extent of self-service capabilities immediately’s customers count on when it comes to one ID, one portal, affecting shopper satisfaction. The shortage of simply accessible information and BSH’s complicated system panorama additionally affected the corporate’s skill to shortly and successfully implement improved buyer relationship administration options. This deficiency impacted the focused advertising and marketing campaigns that may assist enhance the buyer expertise (CX) and engagement. 

The insufficiently linked techniques even prevented BSH from taking full benefit of what the Web of Issues and the corporate’s “sensible” home equipment have to supply. Briefly,  BSH couldn’t leverage the potential of linked “sensible” house home equipment to collect utility info for constructing loyalty and new enterprise fashions.

The launch of an omni-channel CX revolution

To get linked, BSH reached out to SAP to create its OneConsumer (OCO) platform, a unified engagement platform that revolutionizes how the corporate handles shopper information. 

With the OCO challenge, BSH linked all related techniques and processes by SAP Enterprise Expertise Platform (BTP) to realize holistic information integration and established a standard consent and desire administration answer based mostly on SAP Buyer Information Cloud. It connects and leverages shopper interactions from gross sales, service, and advertising and marketing by extra SAP Buyer Expertise options and sensible house utility integration, accumulating and storing information for simple, centralized single-sign-on entry. 

The corporate is now in a position to obtain real-time information trade throughout all touchpoints and BSH manufacturers shortly and fully. 

Making a seamless expertise with the purpose of a holistic 360° method

By seamless integration and distinctive shopper identification, BSH breaks down silos to maneuver towards holistic 360° shopper information capabilities combining buyer profiles and sensible house information of registered merchandise. 

The brand new answer is designed to optimize the shopper journey in any respect ends with a single ID. Clients acquire a personalised view of their information, accessible by their net accounts or the Residence Join app. Self-service and buyer engagement have been strongly enhanced. 

With OCO at work, the corporate has been in a position to create customized emails to deal with buying cart abandonment, resulting in a 3x larger conversion charge – much less shopper churn and better D2C income. 

As well as, the devoted BSH groups throughout touchpoints, from contact facilities to showrooms and shops, can confidently interact with customers, outfitted with correct info. 

One other milestone achieved

OCO and its SAP instruments have additionally helped speed up the time to marketplace for higher service, saving as much as 40% in improvement time for CRM-related implementations and considerably growing the effectivity of promoting marketing campaign deployments. 

“With our new OneConsumer Engagement Platform we’re making a clear win-win for each our customers and our staff, leveraging unified information throughout manufacturers, touchpoints, and processes to enhance high quality of life at house in each interplay. After pilots in just a few of our markets to date and incorporating a number of additional enchancment concepts, we at the moment are making ready the rollout to spice up Buyer Expertise with our manufacturers, merchandise, service and Residence Join ecosystem across the globe,“ says Rainer Jersch, International Head of B2C Analytics & Advertising at BSH Residence Home equipment Group.

OCO is greater than only a challenge; it’s a strategic sport changer. It lays the muse for important key capabilities equivalent to state-of-the-art loyalty administration, AI-powered customized suggestions, and a seamless omnichannel buy, sensible house, and repair expertise.

Acknowledged for these achievements

At SAP Innovation Awards 2024, BSH and its staff have been honored for elevating the buyer expertise with OCO, receiving the “Expertise Wizard” award. You possibly can learn extra about how that highly effective expertise was created by testing the BSH pitch deck.