“A significant step forward in our digital transformation” – Customer Product & Strategy Director, Lion Co


As one of the leading beverage suppliers in Australasia, Lion was set to undertake an ambitious transformation program, embedding next-generation capabilities and solutions across the brand.

We needed to replace over 550 legacy systems in our beer business with SAP S/4HANA, implementing several SAP Customer Experience (CX) Cloud applications to deliver a better aligned and more consistent experience across all our customer touchpoints.

These solutions would give us the agility necessary to anticipate and adapt to our changing customer demands. With SAP as the foundation for this digital transformation, Lion would redefine its customer voice to deliver quality and consistency across all teams with clear metrics for measuring successful customer experiences.

Delivering clarity and convenience for our customers

We implemented SAP Sales Cloud to drive sales activity forward and SAP Service Cloud to introduce an internal ticketing solution and manage our quality system installations. We also introduced SAP Marketing Cloud to create compelling customer facing campaigns that support our sales team. Finally, we implemented SAP Cloud for Social Engagement to lift our customer social-media participation.

Following the successful implementation of these CX apps, we have reimagined our customer journey while improving satisfaction levels amongst customers and staff through engaging marketing and sales activities.

Our field service teams enjoy the intuitive interface that makes information accessible and actionable – helping them operate more efficiently and intelligently.

Lion’s sales executives now benefit from real-time map views to significantly improve travel times and forecast with greater accuracy than ever before. Since they can also access sales territory reports directly from the Customer Cloud app, they can furnish team members with information to further improve their sales activities.

Customers can now independently and conveniently place orders through our system without tying up valuable customer services and sales rep time, minimising the steps and resources needed to fulfill their needs.

A collaborative transformation

Our implementation partner, DXC Oxygen was responsible for the design, build, and deployment of sales, service, and marketing cloud solutions. The DXC team brought the project in on time and budget, ensuring the solutions were widely adopted by both staff and customers.

The implementation of these sales, marketing, and service apps has allowed us to lift our customer engagement significantly. We have added new customer service capabilities such as real-time updates for stock availability, product recommendations, and the ability to manage queries and customer information online. These intelligent SAP solutions have given us a competitive edge in the market and a significant step forward in our digital transformation.

We’ve now equipped our staff with the latest CX tools to unify sales and marketing while better serving the changing needs of our customers – an outcome that has invigorated our digital transformation journey.

Our newfound visibility and accessibility ensure our customers and staff are better connected to the Lion brand. Retiring over 15 legacy systems for a more dynamic and flexible solution has simplified the way we work, providing us with the technology and resources to continue innovating and evolving as an intelligent enterprise.


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