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Rodenstock: Brilliant prospects

Optimization of customer service based on the SAP CRM Interaction Center

Rodenstock is Germany’s leading manufacturer of ophthalmic lenses and frames. Founded in 1877 and headquartered in Munich, the company is represented by sales offices and distribution partners in more than 80 countries..

With the release change to SAP CRM 7.0 and SAP BW 7.0, Rodenstock has transferred its offline mobile sales application, which was previously operated decentrally, to a central Web-based solution and equipped sales and marketing with an integrated CRM solution. A service project was subsequently set up to also handle customer service in the integrated process solution with SAP Customer Relationship Management. There, the employees at Rodenstock used to use standard service tickets.

Although all customer master data, marketing and sales activities are available in SAP CRM, orders and complaints are processed in SAP Enterprise Relationship Management.

The aim of Rodenstock GmbH was to provide a central platform in which both service requests and orders would be processed in future. The SAP CRM Interaction Center, a thin-client desktop application for service agents, was to serve as the basis. Another requirement was to integrate all communication media that had previously been used separately.

At Rodenstock, all users now benefit from an integrated CRM solution. In addition, clear improvements in service were achieved. By replacing the decentralized field service software, the company can now react more productively and faster to service requests. Inefficient communication processes were eliminated and the service process was comprehensively integrated into SAP CRM and SAP ERP. But it’s not just the service team members: The colleagues from marketing and sales now also have a 360° view of the customer.