Lekkerland gains improved understanding of customer needs
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Customer since
2006
Lekkerland gets a better grip on customer needs with SAP Sales Cloud and SAP Service Cloud
Lekkerland is a specialist in consumption on the go. Gas stations, supermarkets and other companies rely on the services and products of the organization on a daily basis. To better respond to customer needs, the company opted for SAP Sales Cloud and SAP Service Cloud. Acorel supported Lekkerland with the implementation.
About Lekkerland
With locations in five European countries, and part of the REWE Group since 2020, Lekkerland supplies food and non-food products to more than 91,000 points of sale for on-the-go consumption, including gas stations, supermarkets, tobacco and newspaper shops, amusement parks and cinemas. Dirk Schel, Business Process Management at Lekkerland: “We offer our customers logistics services and support them in compiling their range of products. We also help them with the design of shops, such as with ready-made shop concepts. And we guide our customers’ staff with training and education.
Lack of insight into customers
Service has the highest priority at Lekkerland. On a daily basis, the (customer) service and sales (sales advisors) departments are ready to provide support. Dirk: “We register every moment that a customer contacts us for questions, complaints or requests. But we used to miss one central point where we collected that information. Sales and service themselves kept track of contact with customers in, for example, spreadsheets. That was a laborious, error-prone and time-consuming process. And sharing information with each other was difficult.”
Sales manager Ronald Weevers confirms this. “Our service department had little insight into our customers. What is a customer calling for? Has the customer called before? Which products and services does the customer purchase from us? What agreements does the customer have with our sales department? All relevant information that we did not immediately have available. This caused frustration among customers and a lot of extra research. In addition, our sales advisors and sales management had insufficient overview of new possibilities and opportunities with customers. It was necessary to organize our customer interaction more professionally.”
“This cloud application brings sales and service together. And allows us to paint a complete picture of customers.”
Bringing Sales and Service together
Lekkerland therefore decided to improve the digital support of the sales and service departments. After a thorough selection procedure, the organization ended up with SAP Sales Cloud and SAP Service Cloud. Dirk: “This cloud application brings sales and service together. And enables us to paint a complete picture of customers, by centrally collecting all contact moments and insights. We then started looking for a suitable partner who could guide us through the implementation. Acorel was chosen because of their extensive knowledge of SAP applications for Customer Experience.”
Two countries learn from each other
Lekkerland tackled the project together with Conway, the Belgian branch of the company. Dirk explains why: “Our Belgian colleagues also wanted to take customer care to a higher level. Service was a high priority for us, while Conway wanted to tackle sales first. That is why we decided to start with Service Cloud and Conway with Sales Cloud, and then learn from each other’s experiences.”
According to Ronald, that went smoothly and effectively. “Acorel brought our sales and service managers together. Together we examined which requirements the solution had to meet. In practical sessions we mapped out our processes and how we could set them up within the standard possibilities of Sales and Service Cloud. By working together, we knew exactly which functionalities to expect.”
“We see at a glance all the information of a customer when he contacts us, whether the customer is waiting for something or has previously made a complaint.”
Better service and grip on customers
According to Ronald, the solution already offers major advantages for Lekkerland. “We now register and categorize customer questions and complaints in one central place. We combine this information with all customer information from our own ERP system, including customer contact details. This way we can see all the information of a customer at a glance when he makes contact. We see whether a customer is waiting for something or has previously submitted a complaint. This allows us to help customers better and faster. In addition, our employees gain more insight into the type of questions and complaints. For example, if we get more complaints on Mondays, we can find out more quickly why that is.”
Lekkerland will also implement the sales module in the near future. “Our Belgian colleagues are already seeing that sales employees gain more insight into what is going on with customers with Sales Cloud. They see how often a customer is visited. And what that yields. They see the result of the work they do. This will enable our employees to organize their time much more efficiently. With Sales and Service Cloud, we see exactly which services and products customers purchase and what opportunities exist. This gives us a better grip on the needs of customers.”
Achieving success together
The collaboration with Acorel was an important factor for Dirk in the success of this project. “It was especially important for us to include our people in this. They have to work with the applications. By directly involving our employees, we quickly found a solution that matched the needs of our organizations. However, we had to overcome some hurdles. That required a lot of effort from Acorel and our organisations. But we handled that well. The people at Acorel are very practical and their approach works well. They think in solutions. They have ensured that we achieve success together with our Belgian colleagues.”