Reference Flender

Project Sales Entirely Digital

New Customer Portal for Optimal Customer Experience

Flender GmbH was spun off from the Mechanical Drives division of the Siemens Group and has successfully positioned itself in the promising market segment of mechanical gear solutions. To ensure seamless customer service, Flender has set up its own customer portal with an integrated e-commerce solution with the help of Telekom MMS.

Reference at a Glance

Task

Establishment of a separate digital distribution channel following carve-out

Solution

Building an e-commerce platform based on SAP Commerce

Result

Customer portal that fully maps the project-based sales process

We are very satisfied with our collaboration with Telekom MMS. Thanks to the team's high level of expertise and commitment, we were able to transform our complex processing procedures into innovative solutions for our customer portal. Our customers now benefit from an optimized customer experience that extends from the awareness phase to after-sales. Elmar Rosendahl, Head of eBusiness Flender GmbH

Benefits for our Customers

Optimized customer experience: A new customer portal enables Flender customers to plan projects seamlessly on a central platform.
Improved service quality: Integrated service processes simplify and accelerate the processing of service orders.
Usability always in focus: Web analytics provide insights for the continuous improvement of the portal's user-friendliness.

Requirements

Solution

Benefit

Requirements

Central Digital Solution Sought for Project Sales

The spin-off from Siemens AG offered Flender GmbH the opportunity to operate independently, more quickly, and more flexibly in the market. This was accompanied by the decision to break away from the group's existing sales systems, as these involved very time-consuming approval and specification processes. Instead, Flender decided to set up its own e-commerce platform with a special focus on the individual configuration of highly customized gearboxes and couplings. Unlike before, the platform was to map the entire project-based sales process in a single digital system. What was needed was a modern, centralized environment – from order inquiries to project planning and quotations to sales. Telekom MMS supported Flender as a partner in the carve-out, in the redesign of digital sales, and in connecting the portal to other company systems.

Solution

The Path to the Customer Portal Based on SAP Commerce

SAP Commerce was already specified as the technological platform. The joint project began with the recording of requirements and associated feasibility consulting. This was followed by the design of an initial website as the basis for Flender's independent digital presence. The e-commerce solution was then implemented using an agile approach as minimum viable products, followed by connection to SAP ERP and the existing SAP product configurator. The platform is hosted in the AWS cloud – operation and support of the application are also provided reliably and securely by the experts at Telekom MMS.

Over time, the end-to-end digital mapping of additional processes was added. The e-commerce platform was launched as a customer portal, which was rolled out to all Flender locations worldwide. Customers can use it to carry out entire project planning and complex individual configurations, call up detailed product information, and initiate service processes, among other things.

Benefit

Digital Project Sales From A to Z

The customer portal with its integrated e-commerce solution offers Flender employees and customers a fully digitized, modern sales process that has been significantly simplified. Before the spin-off, there were numerous media breaks in the sales process due to the large number of systems, analog channels for order inquiries, and the manual transfer of orders to SAP. Today, however, a central platform is available that significantly increases sales efficiency. In the portal, customers can also configure products themselves, access all necessary product information, and, if necessary, receive direct support from Flender sales staff at every step of the process. This ensures that customers receive individualized support tailored to their needs, while at the same time relieving sales staff of routine tasks.

In addition, a web analytics solution from Matomo is used to analyze the user-friendliness of the customer portal and, for example, to detect abandonments. This improves the user interface and increases user comfort.

Another added value is the digital mapping of numerous service processes. This allows customers to not only keep track of the delivery status of their order, but also the life cycle of the purchased gearboxes and use digitally orderable services such as spare parts ordering, repair orders, retrofits, or remote support.

About Flender

Flender GmbH is a German gear manufacturer based in Bocholt. Under the Flender and Winergy brands, the company produces drive technology for various industrial sectors as well as gearboxes, generators, and services for wind turbines. Flender is active in 33 countries worldwide and most recently reported sales of two billion euros with over 8,700 employees.

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