The Business
A global leader in the domestic appliances industry, Versuni is driven by its purpose of turning houses into homes. Founded in Amsterdam, The Netherlands, it currently has locations in over 100 countries. Versuni Netherlands B.V. has a heritage of more than 130 years in business and offers domestic appliances for cooking and coffee making as well as garment, floor, and climate care. With more than 900 patents to its name, the company markets legacy brands including Philips, Philips Baristina, Philips Walita, Preethi, Senseo, L’OR BARISTA, Saeco, and Gaggia in more than 100 countries and has a global team of 6,400.
The Challenge
- Creating more loyalty in customers
- Improving the shopping experience
- Integrating customer data
- Understanding customer insight
Versuni’s retail customers were using manual processes to order products and services, resulting in a suboptimal experience when making purchases. Also, the direct EDI integrations for automatically exchanging business-critical information, such as purchase orders and invoices, with external ERP systems were often found to be expensive.
With a guiding principle of “from one time to a lifetime,” the company seeks to nurture enduring relationships with both consumers and its retail customers. With this goal in mind, Versuni wanted to create a self-service ordering portal and digital experience for its retail partners. It also wished to gather insights on their behaviors and needs
“SAP Customer Experience solutions are pivotal to our digital-first, insight-driven strategy. They help us gain a 360-degree view of our B2B customers, streamline order management processes, deliver self-service portals, use analytics for actionable insights, and integrate with our other systems”
The Solution
Versuni deployed several solutions from the SAP Customer Experience (SAP CX) portfolio. It created a self-service ordering portal for its B2B customers based on the SAP Commerce Cloud solution. To strengthen its e-commerce capabilities, Versuni employs customer data solutions from SAP for its B2B portal in selected countries. Within these solutions, it uses the SAP Customer Identity and Access Management bundle for B2B to enable enterprise consent management, self-service, and opt-in functionalities that provide validated and consented-to first-party information to build profiles.
Versuni also uses SAP Customer Identity and Access Management with the company’s consumer mobile app. SAP Customer Data Platform and the SAP Emarsys Customer Engagement solution enable Versuni to manage customer data and deliver highly personalized omnichannel experiences to customers with this app.
Producing a Digital Portal to Drive an Enhanced Customer Experience
As part of its move to enhance its customers’ experiences with the company’s brands, Versuni brought on the SAP Emarsys Customer Engagement solution to help optimize customers’ experience on their app. This enabled Versuni to manage customer data and deliver highly personalized omnichannel experiences to customers with the company’s HomeID app. Integrating the data from app users allowed Versuni to give its customers the capacity to remotely control smart kitchen appliances, such as the Philips air fryer.
Versuni also uses SAP Customer Identity and Access Management with the company’s consumer mobile app. SAP Customer Data Platform and the SAP Emarsys Customer Engagement solution enable Versuni to manage customer data and deliver highly personalized omnichannel experiences to customers with this app.As part of its customer nurturing sequence, Versuni began to send tailored recipes directly to the connected air fryer. This capability served as a valuable source of insights by identifying product preferences, possible enhancements, and unmet needs. Versuni is onboarding the consumer databases of some of its local brands to customer data solutions from SAP and SAP Emarsys Customer Engagement. These work hand-in-hand with some of the other SAP suite of solutions that Versuni employs, including SAP Commerce Cloud to pilot its first direct-to-consumer (D2C) online store, and a self-service ordering portal for its B2B customers based on the SAP Commerce Cloud solution. The company also uses the SAP Customer Identity and Access Management bundle for B2B to enable enterprise consent management, self-service, and opt-in functionalities that provide validated and consented-to first-party information to build profiles.
Optimizing data and insights to bridge from a multichannel to omnichannel experience
With SAP CX solutions, the company gains a 360-degree view of each B2B customer. It can integrate the solutions with its ecosystem, including CRM and ERP applications, and streamline order management processes for a cohesive and efficient customer experience. The B2B self-service ordering portal empowers customers to conveniently find answers, track orders, and manage their workflows independently, reducing their reliance on the sales organization. The robust analytics and reporting capabilities of SAP CX solutions enable Versuni to extract actionable insights from customer data, refine strategies, identify improvement opportunities, and make informed decisions that enhance customer experiences.
Driving efficiency with digital platforms and predictive analytics
With its many upgrades to its marketing and data management system, Versuni is also considering using the advanced AI capabilities of SAP Emarsys. Introducing these capabilities will likely play a key role in improving their understanding of their customers through predictive analytics, as well as increasing their view of consumer behavior, preferences, and wants. This will enable Versuni to anticipate key moments in the customer journey, such as replenishment needs, opportunities for re-engagement. It will also help them implement strategies to reduce churn.
Versuni’s goal is to drive its digital platforms to collect, analyze, and translate data into interactions that contribute to consumer satisfaction and brand loyalty. With personalization a cornerstone of customer loyalty, Versuni’s aim is to create a cohesive and comprehensive experience on all platforms where their customers engage with them. The business is aiming for an effortless and tailored experience to better serve their customers.
“Our goal is to create a win-win scenario where our B2B customers can optimize their ordering processes while we drive efficiency. Our top priority is to earn their trust and confidence in how we handle and safeguard their data.”
The Impact
With its rich 130-year history, Versuni has long put the customer at the forefront of its strategy. And now, with SAP Emarsys Customer Engagement as a key pillar of SAP’s intelligent offerings, Versuni has a comprehensive suite of applications that seamlessly integrates the front-end and back-end system, providing a unified and streamlined approach to managing customer interactions. With an expansive vision, they have much more they still want to achieve. As Anne Marie van Gerwen, Global Commerce Platform Leader, Versuni Netherlands B.V. shared, “We’re dedicated to a gradual evolution of our portal’s capabilities, to simplify workflows and elevate customer satisfaction. By consistently iterating and incorporating user feedback, we can achieve our overarching goal of cultivating an enriched and user-friendly portal. We want to ensure it becomes a valuable asset and one-stop shop that fosters customer engagement.” Integrating data, creating an omnichannel customer experience, and incorporating AI tools will help them achieve those goals.
