Spadel: a new CRM to better meet the needs of the field

Jan 10, 2024

sales, marketing and service
food
SAP

Thanks to the new SAP Cloud for Customer CRM, the Spadel group’s sales teams are now equipped with a more efficient tool to carry out their mission. delaware took care of the implementation. Here’s how the collaboration went.

120

users initially transitioned to the new CRM system.

7

sprints of 3 weeks each to complete the implementation phase.

6

months from project start to go-live in Belgium.

Challenge

To support its growing international presence and maintain operational excellence, Spadel needed a CRM solution that could keep pace with its ambitions. The existing hybrid system created a fragmented landscape, with no integration between front and back office systems. This lack of connectivity led to frequent data synchronization issues, causing inefficiencies and errors in daily operations. As a result, sales representatives often had to resort to manual workarounds using Excel sheets, which not only slowed down processes but also compromised data accuracy. A more robust, integrated, and user-friendly CRM was essential to empower the field teams and streamline operations across the organization.

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Solution

To address the limitations of its previous CRM setup, Spadel implemented SAP Cloud for Customer (C4C) - a powerful, cloud-based CRM platform that brings together front and back office operations in a single, integrated environment. The solution was tailored to the needs of the sales teams, with a focus on usability, real-time access, and performance in the field. delaware guided the implementation using an agile approach, ensuring continuous feedback from key users and a smooth rollout across multiple countries.

Implementation of SAP Cloud for Customer (C4C), enabling seamless integration between front and back office systems.
Integration of Perfect Store functionality to support store visit planning and performance tracking.
Agile project delivery in seven 3-week sprints, ensuring rapid deployment and iterative improvements based on user feedback.

The sales team can use the CRM online and in real time. This eliminates the need for manual synchronization and parallel data encoding.

Xavier Broucke, IT Business Partner at Spadel

Results

The implementation of SAP Cloud for Customer (C4C) has significantly improved the efficiency and satisfaction of Spadel’s sales teams. With real-time access to customer data and integrated functionalities like Perfect Store, the new CRM has eliminated the need for manual synchronization and parallel data entry. The number of open IT tickets related to CRM has dropped dramatically, reflecting the system’s reliability and user-friendliness.

Following the successful go-live in Belgium, the solution was rolled out in France and the Netherlands just a few months later. This harmonized CRM approach has not only streamlined operations across countries but also laid the foundation for future enhancements, including automation, advanced reporting, and integration with customer loyalty programs.

Spadel & delaware

Spadel is a leading producer of natural mineral waters and beverages, with a strong local presence and a commitment to sustainability. Their teams across Belgium, France, and the Netherlands work closely to deliver high-quality products while staying true to their regional roots.

“The strength of this project was the close involvement of Spadel’s teams from day one,” says Simon Depuydt, SAP Customer Experience Lead at delaware. “They brought valuable insights from the field, which helped us shape a CRM solution that truly supports their day-to-day operations.”

Xavier Broucke, IT Business Partner at Spadel, agrees: “We weren’t just looking for a technical upgrade. We needed a partner who understood our business and could guide us through the transformation. delaware’s expertise and collaborative mindset made all the difference.”