Monday, 02 December 2019 15:22

Sigma Healthcare transforms e-commerce platform with SAP solutions


Pharmaceutical wholesaler Sigma Healthcare transformed its e-commerce platform, using SAP Commerce Cloud and Qualtrics Customer Experience to create a new portal to improve how customers order and manage stock for their stores.

SAP Australia, the local arm of global software giant SAP, says Sigma Health has undertake the transformation by combining SAP Commerce Cloud and SAP Qualtrics Customer Experience (CX) to deliver a “best-in-class digital experience for its customers”.

Sigma Health provides a broad range of pharmaceutical products and healthcare services to more than 1,200 branded and independent pharmacies, and processes more than $3 billion in transactions each year.

The SAP implementation is part of the Sigma’s growth plans and mission to create an intuitive and seamless ordering experience for its customers, helping pharmacists optimise their day-to-day operations and better serve their patients.

SAP says Sigma’s previous systems relied on complex and manual processes that led to frequent errors and higher costs for customers, and the needed a solution that would elevate the customer experience and make doing business with the company easier, faster and more transparent.

Luke Shaw, Head of e-commerce at Sigma Healthcare, says, “We knew that transforming our customer experience model was key to helping our partners run better businesses. We also knew that a customer experience gap results in a revenue gap.

“The challenge was to create an intelligent platform that would not only provide us with valuable insights, but also deliver easy-to-access, personalised and up-to-date information on pricing and orders for our customers.”

SAP says its Commerce Cloud was selected because it provides the (Sigma) team with a rich set of capabilities to deliver real time insights.

The partnership sees Sigma using SAP Qualtrics CX to capture and analyse customer feedback in real time, leveraging machine learning and artificial intelligence to extract actionable insights so the business can prioritise where to focus resources to create the biggest impacts for customers.

SAP says that since implementation of its new digital platform, Sigma Connect, the business has improved ease-of-doing business – with its ‘Net Easy Score’ increasing by +50 points – while its Net Promoter Score has increased by +49 points.

It has also seen an increase in average order size and three times more orders compared to its previous customer platform, resulting in a 30% increase in share of revenue coming from its new customer portal.

“Furthermore, team members now have the ability to understand, pinpoint and fix key customer issues, reduce technical errors and resolve transparency issues in real time, leading to a decreased number of complaints and faster resolution times. This has created significant cost savings and enabled the customer service team to deliver payback on the project in just three weeks.

“By using the new portal, employees and franchisees can now access reports, check promotions, buy or return products and check an order status through a secure account management platform. The platform also continuously updates more than 64 million price combinations, facilitating accurate purchase decisions in real time.”

“SAP Commerce Cloud set the foundation for a robust e-commerce platform and, by using SAP Qualtrics, we’re now able to crunch customer experience data (X data) and operational data (O data) to derive meaningful and actionable insights about the user experience, including how website speed affects cart size, how customer satisfaction impacts business revenue and how customer effort relates to order completion rate,” Shaw said.

“We will be able to use this data to make continuous improvements and address customer feedback in real time. By leveraging and combining X and O data, we’re creating an easier and faster digital experience for thousands of pharmacy customers in Australia.”

Damien Bueno, President and Managing Director, SAP Australia and New Zealand says, “In such a competitive market, it’s critical for businesses to use intelligent platforms so that they have access to valuable, business-critical insights. These not only improve the overall user experience but empower staff to address customer feedback in real time.”

“Too many businesses suffer from an experience gap, where what they offer is at odds with what customers want and expect. Now, the team at Sigma has access to a wealth of new insights on what their customers experience.”


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).



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