Characterized by an outdated product website, multiple off-line touch points, an established web shop on an old technology, and no full picture of its customer interactions, Covestro faced mounting challenges in providing a seamless customer journey.
To solve this problem, Covestro started a digital customer journey program. This program worked with eight streams to modernize and digitize the customer interface and to improve and create the customer experience within Covestro’s digital touchpoints. Using a “Customer Experience Factory,” Covestro was able to ensure a continuous feedback loop with its customers, which helped to prioritize any future feature developments. It redesigned its complete customer interface, building it up new on the SAP® C/4HANA suite and with a content management system. Additionally, this core is supported by the SAP Cloud Platform, SAP® Jam™, and a new customer identify and access management (CIAM) and content marketing system.
The result is a vast improvement to the digital customer journey, including a website and customer lounge for a seamless customer experience. Within this platform, customers can utilize a product finder, property-based search, and several other digital services. SAP C/4HANA allowed Covestro to introduce a modernized and need-based CRM solution and commerce platform. Lastly, it is establishing a Digital Enablement Platform on the SAP Cloud Platform to ensure a fast, flexible, and efficient deployment of further functionalities and services.
