How Moen Is Using Next-Generation Cloud Technology to Build Enduring Customer Relationships
To compete successfully in crowded markets, you must meet high consumer expectations for a smooth purchasing journey and swift and efficient service. However, disconnected sales and marketing processes and a reliance on paper-based resources can slow your employees down and make it harder for them to offer your customers outstanding experiences that keep them coming back for more.
That’s why faucet manufacturer Moen Incorporated embarked on a wide-ranging digital transformation of its sales and marketing operations. “We realized that cloud-based technology could help us digitalize and automate processes to enable more-responsive and efficient interactions with customers,” comments Tim Baker, CIO at Moen. “For this reason, we deployed multiple solutions from the SAP Customer Experience portfolio.”
Selling more products with ready access to information
First, the company rolled out the SAP Sales Cloud solution to all its U.S. direct sales teams. Providing easy access to purchase history for a 10,000-strong customer base, the solution helps salespeople make relevant suggestions and engage with customers more successfully, boosting sales closure rates. Automation of core sales processes means that employees can focus on customer requirements rather than spending time completing administration tasks. Meanwhile, improved visibility into sales activities helps managers monitor performance and get the best out of their teams.
Resolving queries – quickly and efficiently
Previously, employees at Moen’s customer service center each had a stack of printed catalogs for referencing details of kitchen and bathroom faucet products. Along with a reliance on paper-based service management processes, this meant that calls took longer than they might, limiting the number of people that could be helped by the call center each day.
Now, with the SAP Service Cloud solution, service agents can quickly bring up digital information about the company’s more than 8,000 products. Meanwhile, digitalized and automated processes help agents provide answers and resolve customer queries faster, significantly improving the customer experience.
Engaging customers with innovative marketing campaigns
With the SAP Marketing Cloud and SAP Commerce Cloud solutions, Moen is also creating and rolling out targeted campaigns with special offers that reward existing customers for their ongoing business. The company uses SAP Marketing Cloud to develop and manage campaign execution, while SAP Commerce Cloud provides intuitive tools to help IT staff create tailored landing pages and campaign sites where customers can claim discounts.
Adjusting to a new way of working
Key to Moen’s formula for success in introducing the new technology have been company-wide change management initiatives. “Executive sponsors in different line of business played a crucial role in explaining our overall digital transformation strategy to employees,” remarks Baker. “We also had tightly defined objectives for each deployment that we made clear to the people who would be using the solutions,” explains Baker. “The fact that SAP Customer Experience has delivered on what we said it would has helped build confidence, contributing to a rapid and successful adoption of the software.”