Discover Versuni’s journey with SAP Customer Experience solutions
A global leader in the domestic appliances industry, Versuni is driven by its purpose of turning houses into homes, with a presence in more than 100 countries. The company wanted to create a digital platform for its retail and wholesale distribution (B2B) customers to improve their ordering experience. SAP Customer Experience solutions, integrated with SAP S/4HANA, enable measurable customer insights and increased market share.
| Industry | Region | Company Size | Partner |
| Consumer products | Amsterdam, the Netherlands | 6,400 employees | Tata Consulting Services Ltd. (TCS) |
countries with digital customer engagement.
Global Commerce Platform Leader, Versuni Netherlands B.V.
| Industry | Region | Company Size | Partner |
| Consumer products | Amsterdam, the Netherlands | 6,400 employees | Tata Consulting Services Ltd. (TCS) |
countries with digital customer engagement.
Global Commerce Platform Leader, Versuni Netherlands B.V.
Nurturing strong and lifelong customer relationships
Versuni Netherlands B.V. has a heritage of more than 130 years 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.
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.
Global Commerce Platform Leader, Versuni Netherlands B.V.
Producing a digital portal to drive an enhanced customer experience
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. The company’s HomeID app allows users to remotely control smart kitchen appliances, such as the Philips air fryer. It sends tailored recipes directly to the connected air fryer and serves as a valuable source of insights by identifying product preferences, possible enhancements, and unmet needs. The company is onboarding the consumer databases of some of its local brands to customer data solutions from SAP and SAP Emarsys Customer Engagement.
Versuni is also using SAP Commerce Cloud to pilot its first direct-to-consumer (D2C) online store. This approach focuses on consumer touch points, where interactions can be refined according to distinct consumer behaviors and data and insights are gathered to highlight preferences, helping meet consumers’ long-term needs.
Versuni is integrating SAP CX solutions with its ERP, finance, and supply chain solutions. This helps with demand forecasting and inventory management; streamlining the order-to-cash process; balancing inventory allocation to channels; proactive issue identification and resolution; and supply chain collaboration. Data is shared between SAP S/4HANA and SAP CX solutions in areas such as orders, inventory, delivery, warranties, stock availability, and product information. And SAP Service Cloud solutions provide Versuni’s agents with automated scripting and ticket management capabilities in consumer services.
Systems-integration partner Tata Consultancy Services (TCS) supported the implementation of SAP CX solutions and SAP S/4HANA.
Global Commerce Platform Leader, Versuni Netherlands B.V.
Optimizing data and insights to bridge from a multichannel to omnichannel experience
SAP CX solutions help support and improve the experience of Versuni’s customers, employees, and vendors. The solutions are driving the transformation to a consumer-centric organization, with an emphasis on measuring customer satisfaction and integration with planning capabilities. In combination with SAP S/4HANA, SAP CX solutions help deliver measurable customer insights, increased market share in new markets, and stronger business models.
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.
SAP Customer Identity and Access Management for B2B and SAP Customer Profile help enrich the customer experience due to ease of use, more-secure authentication, and profile consent. These solutions are integral to the company’s omnichannel strategy, facilitating Versuni ID creation with apps, post-purchase transactions, and connected products to help ensure cohesive interactions. The ID forms the heart of personalized engagement, permitting push reminders, targeted e-mails, and knowledgeable call-center support.
Global Commerce Platform Leader, Versuni Netherlands B.V.
Driving efficiency with digital platforms and predictive analytics
Versuni not only wants to increase the portal’s adoption within the countries where it’s currently operational by adding to its features, but it also plans to expand its use geographically. The goal is to create a win-win scenario where B2B customers optimize their ordering processes, while the company drives efficiency.
It is considering using the advanced AI capabilities of SAP Emarsys Customer Engagement. This could play a pivotal role in enhancing consumer profiles through predictive analytics, increasing the understanding of consumer behavior and preferences. This will enable Versuni to anticipate key moments in the customer journey, such as replenishment needs, opportunities for reengagement, and strategies to reduce churn.
Versuni wants to drive its own digital platforms to collect, analyze, and translate data into interactions that contribute to consumer satisfaction and brand loyalty. It believes that D2C personalization is the cornerstone of a long-term bond with consumers, wherever they purchase the products. The business is aiming for an effortless and tailored experience that will ultimately result in happier consumers. Finally, Versuni plans to deploy the SAP Sales Cloud solution as part of the SAP CX portfolio to complement the self-service purchasing done through the portal.
Want to know more about Versuni?
Versuni Realizes Completely New Technology Landscape with SAP and TCS (SAP News press release)
Featured partner
Tata Consultancy Services Ltd. (TCS) is an IT services, consulting, and business solutions organization that has been partnering with many of the world’s largest businesses for the past 50 years. With 615,000 employees, it provides advice in areas such as cloud technology, cognitive business operations, enterprise solutions, cybersecurity, data and analytics, IoT digital engineering, and network solutions and services.