Sinar Mas Land is Indonesia’s first property developer to implement an SAP Customer Relationship Management (SAP CRM) solution in an effort to focus on data-based aspects in order to serve consumers strategically and appropriately.

Through the company’s integrated CRM system, prospective customers can browse its website in a secure and comfortable environment. Data is then passed on to SAP Marketing Cloud where developers can create more accurate segments.

On the other hand, Hindustan Zinc Limited launched Evolve as India’s first non-ferrous metal buying digital marketplace by a producer with a goal to reshape how metal marketing is done in the country.

Powered by SAP Commerce Cloud (Hybris) and SAP Business Technology Platform, Evolve connects communities and buyers on a single platform and aims to provide a hassle-free experience with a “three-click buying option.” The project was awarded the Customer Excellence – Sales, Marketing & Service Award at the SAP ACE Awards in 2020.

Hindustan Zinc Revolutionises Non-Ferrous Metal Buying Experience

Chetan Trivedi, CIO at Hindustan Zinc Limited (Vedanta Group), said during an online discussion that the functionality is delivered to the company’s smallest customers first. By utilising SAP Customer Experience solutions, Hindustan Zinc successfully deployed the platform to the smallest customers in India.

On top of running SAP ERP at the core, Trivedi expounded on why the company chose SAP Hybris out of many options available in the market. He stated:

“The most important aspect was that the platform should be very robust, should be reaching functionality (from the entire order-to-cash scenario, customer onboarding to delivery) and should be future-ready as well.”

Within a year of going live, Hindustan Zinc has already achieved the following results:

• Served over 135 unique customers
• Gained more than 400 new customers registered with the platform
• Processed 1,500 orders which turn out to be around $17 to $20 million sales
• Achieved 92{aa282f308afcc222aaa21b0478c79e01a8fedd01972e2180867097bd93930f22} customer satisfaction from a feedback survey of smaller customers who purchased through the platform

Meanwhile, in terms of business outcomes and the metrics to support the results the company has delivered, Trivedi said:

“We want to achieve 100{aa282f308afcc222aaa21b0478c79e01a8fedd01972e2180867097bd93930f22} sales through a digital channel as Hindustan Zinc. And that means everything that we sell, whether it is finished goods or a by-product, should be sold through digital media.”

Dubbing the project as “digital disruption,” Grant Clinch, Chief Operating Officer of SAP Customer Experience APJ, is thrilled that the platform was deployed to Hindustan Zinc’s smallest customers first. He further said:

“I am really pleased that this (Evolve project) is based on SAP Commerce and SAP Customer Experience platforms. I am really looking forward to continuing the journey with Hindustan Zinc with Vedanta Group and continuing to grow into the future our strategic partnership between the organisations.” 

Sinar Mas Land Utilises SAP Customer Experience Solutions

In a session during the SAPPHIRE NOW 2021 virtual event, Sinar Mas Land’s Chief Transformation Officer Mulyawan Gani also shared that the company ended up choosing CRM solutions from SAP mainly for two reasons. He explained:

“The first is about modularity. The fact that you can actually cherry-pick from the whole bundle of CX solutions within SAP really helps because sometimes when you look at the modules that are available, you don’t really need to deploy everything at once because the whole solution is end to end.”

Gani added that integration also drove them to select SAP to partner in their CX journey type of platform. Sinar Mas Group has relied on SAP as a backend for its ERP systems for the longest time. He shared:

“When we look at the whole platform, it doesn’t make sense for us to choose another platform where there is a lot of massive integrations needed to be done.”

In response to the shift in demographics and consumer behavior of the property industry, Sinar Mas Land also began using SAP Customer Data Cloud which is integrated with SAP Marketing Cloud, SAP Sales and Service Cloud, as well as Qualtrics to run data-based marketing.

“Having one integrated platform is not only cheaper, more efficient, but more importantly, it allows us to focus on things that matter the most — our customers,” Gani emphasised.

The post SAP Customer Experience Boosts Growth for Hindustan Zinc, Sinar Mas Land appeared first on InsideSAP Asia.