Lekkerland gains better insight into customer needs with SAP Sales Cloud and SAP Service Cloud

Lekkerland specializes in on-the-go consumption. Gas stations, supermarkets, and other businesses rely on the services and products of the organization daily. To better meet the needs of customers, the company chose SAP Sales Cloud and SAP Service Cloud. Acorel supported Lekkerland with the implementation.

About Lekkerland

With locations in five European countries, and since 2020 a part of the REWE Group, Lekkerland supplies food and non-food products to over 91,000 points of sale for on-the-go consumption, including gas stations, supermarkets, tobacco and newsagent shops, amusement parks, and cinemas. Dirk Schel, Business Process Management at Lekkerland: "We offer our customers logistic services and support them in assembling their assortments. We also assist them in setting up their stores, such as with ready-made shop concepts. And we guide the staff of our customers with training and education."

Lack of customer insight

Service is a top priority at Lekkerland. Departments such as customer service and sales (sales advisors) are ready daily to provide support. Dirk: "We record every moment a customer contacts us for questions, complaints, or requests. But previously, we lacked a central point where we gathered that information. Sales and service departments kept track of customer contacts themselves, for example in spreadsheets. This was a laborious, error-prone, and time-consuming process. And sharing information internally was difficult."

Sales manager Ronald Weevers confirms this. "Our service department had little insight into our customers. Why is a customer calling? Has the customer called before? What 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 have readily available. This led to frustrations for customers and a lot of additional research. Moreover, our sales advisors and sales management lacked sufficient insight into new opportunities and possibilities with customers. It was high time to professionalize our customer interaction."

"This cloud application brings sales and service together. And enables us to paint a complete picture of customers."

Ronald Weevers, Sales Manager at Lekkerland

Bringing Sales and Service together

Lekkerland therefore decided to improve the digital support of the sales and service departments. After a thorough selection process, the organization chose 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 searched for a suitable partner to guide us through the implementation. The choice fell on Acorel, because of their extensive knowledge of SAP applications for Customer Experience."

Two countries learning 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 raise customer care to a higher level. For us, service had a high priority, while Conway wanted to focus on sales first. That's why we decided to start with Service Cloud and Conway with Sales Cloud, to then learn from each other's experiences."

Ronald describes the collaboration as pleasant and effective. "Acorel brought our sales and service managers together. Together, we investigated the requirements the solution had to meet. In practical sessions, we mapped out our processes and how we could set them up within the standard capabilities of Sales and Service Cloud. By working together, we knew exactly what functionalities to expect."

"We see all information of a customer at a glance when they contact us, or if the customer is waiting for something or has previously filed a complaint."

Ronald Weevers, Sales Manager at Lekkerland

Improved service and control over customers

The solution already offers significant benefits for Lekkerland according to Ronald. "We now register and categorize customer questions and complaints in one central place. We combine this information with all customer data from our own ERP system, including customer contact information. This way, we see all information of a customer at a glance when they contact us. We see if a customer is waiting for something or has previously filed a complaint. This allows us to help customers better and faster. In addition, our employees gain more insight into the types of questions and complaints. For example, if we receive more complaints on Mondays, we can quickly find out why."

In the short term, Lekkerland will also implement the sales module. "Our Belgian colleagues already see that sales representatives using Sales Cloud gain more insight into what is happening with customers. They see how often a customer is visited. And what that yields. They see the results of the work they do. This allows our employees to organize their time much more efficiently in the future. With Sales and Service Cloud, we see exactly which services and products customers are taking and what opportunities exist. This way, we gain more control over customer needs."

Achieving success together

The collaboration with Acorel was a key factor in the success of this project for Dirk. "For us, it was especially important to involve our people in this. They have to work with the applications. By involving our employees directly, a solution that met the needs of our organizations quickly emerged. However, we had to overcome some hurdles. It required a significant effort from Acorel and our organizations. But we handled that well. The people at Acorel are very practical and their approach works well. They think in solutions. They ensured that we achieve successes together with our Belgian colleagues."