Why RATIONAL AG Chose Magic xpi to Digitize Sales, Marketing, and Customer Success Processes

By combining Salesforce CRM with Magic xpi, the RATIONAL AG digitized processes in sales, marketing, after-sales & service and even managed to establish a central customer database. RATIONAL is now able to map each customer’s customer journey with all its touchpoints on one platform and respond quickly to their wishes.

According to  Christoph Ordner, Director Customer Experience  at RATIONAL,

“Everything we do is geared towards customer benefit. Thanks to the seamless Salesforce-SAP integration with Magic xpi, we now have a uniform customer database and can fully map our customers’ customer journeys. The great flexibility of Magic xpi put us in a position to achieve the results we set out to achieve very quickly”.

RATIONAL AG is the global leader in thermal food preparation, with over 140 million dishes prepared every day using their cooking systems.

Since its beginnings 46 years ago, the company has been strongly consistently innovated on behalf of their customers. Continuing to provide excellent service meant they needed to digitize and integrate their sales, marketing, and customer service processes.

Industry 4.0 – but what about Marketing and Sales Departments?

Based in Landsberg am Lech, Germany, RATIONAL has long prided itself on being a technology driven manufacturer. Manufacturing processes at their production sites in Germany and France use the latest Industry 4.0 processes, using IoT devices and manufacturing robots.

In stark contrast to the efficient, integrated processes on the manufacturing floor, the sales, marketing, and service teams were stuck with separate systems and databases. Sales maintained data in Siebel CRM and SAP ERP, while the marketing department used different databases entirely.

These isolated solutions led to data silos and prevented an overview of customer statuses. Numerous manual work steps and time-consuming data entries characterized the daily work routine.

Here’s an example of how frustrating this could be: To launch an email campaign, data had to be exported from one CRM, and then uploaded to marketing’s CRM for every single campaign.

How RATIONAL Connected all their Customer Related Systems in Just Weeks with Magic xpi

RATIONAL AG wanted to not only make employees more efficient, but to improve customer experience. To this end, they launched a project to digitalize all customer-related corporate divisions. This included a new customer database and automated processes in the sales, marketing, after-sales, and service departments.

The technological implementation was carried out together with NTT Data, a Salesforce Consulting Partner and Magic Solution Partner.

For the central customer platform, RATIONAL opted for Salesforce CRM. The data integration and connection of Salesforce Sales Cloud to SAP’s existing ERP system was carried out using the Magic xpi integration platform.

With a preconfigured, certified Salesforce connector and direct access to the Salesforce API, the new CRM system could then be connected to SAP very quickly via middleware.

Workflows and processes between sales, marketing, after sales and service were then fully digitized. Best of all, the complete data and system integration was completed in a few weeks.

Ready to see how fast Magic xpi can digitize your manual processes? Talk to our consultants today!

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