Student

CEMEX USA

CeMent and Ready-Mix ConCRete
FiRM Uses saP® solUtions to
oPtiMize the CUstoMeR exPeRienCe
QUiCk FaCts

“Now our interaction center, supported
by SAP CRM, manages all order entry
and fulfillment throughout the country, and the customer experience initiative is an integral part of the way CEMEX
USA does business.”
Ven Bontha, director – Customer experience,
CeMex UsaCompany
• name: CeMex Usa
• location: houston, texas
• industry: Mill products – building materials
• Products and services: Cement, ready-mix
concrete, aggregates, and related products
• Revenue: Us$2.5 billion
• employees: 8,500
• Web site: www.cemexusa.com
• implementation partner: neoris

Implementation Highlights
• Met schedule and budget goals
• enjoyed strong executive sponsorship• Carefully selected supportive regions
for initial deployment
• deployed teams to learn local market
conditions prior to implementation
• developed incentive programs for
employees
• emphasized change management

Challenges and Opportunities
• achieve differentiation in a status quo
industry by making CeMex the easiest
partner to conduct business with
• improve the overall customerexperience
• Provide a 360-degree view of the customer
with a single data source
• Provide customers with a single point of
contact
• Consolidate fractured customer
relationship management processes and
roles, eliminating duplicate efforts
• Provide account details easily through
self-service

Why SAP
• availability of all functionality needed for
a complete, integrated CRM solutionfrom
the same vendor
• superior performance in the pilot project
compared with competitors

Objective
implement software and processes for
providing consistently excellent customer
service in all respects
SAP® Solutions and Services
• saP® Customer Relationship Management
(saP CRM) and saP eRP applications
• saP netWeaver® Portal and saP netWeaver
Business Warehouse components
• saPBusinessobjects™ business
intelligence solutions

SAP Customer Success Story
Mill Products – Building Materials

Benefits
• achieved fast Roi via collections synergies,
cost reduction, and incremental sales
• Managed 29% more customer transactions
with the same headcount
• delivered over 99% of orders without issues,
versus 95% previously
• achieved 99.97% accuracy on order entrytransactions versus 98% before
• Reduced call volume for account information
by over 50%
• Far exceeded original objectives by expanding
into many new areas
• Redefined customer service benchmarks
for the industry

CeMex Usa, the american subsidiary of global building materials
giant CeMex s. a. B. de C. V., wanted to distinguish itself from
competitors and chose an ideal way – improvingcustomer service.
“We built a platform for service excellence on the saP Customer
Relationship Management application and revised our business processes to take best advantage of it,” says Ven Bontha, director of
the customer experience initiatives for CeMex Usa. “Cost savings
and incremental sales are helping us recoup our investment quickly.”
Achieving Differentiation in a
Status Quo IndustryCeMex provides cement, ready-mix
concrete, aggregates, and related products to customers in over 50 countries.
its network in the United states includes
13 cement plants, hundreds of ready-mix
concrete plants, strategically located
distribution terminals, and more than
100 quarries. Because of shelf-life limitations and high transportation costs,
CeMex Usa’s service delivery takes
placeat the regional level. as a result
of the firm’s rapid growth and the decentralized nature of its operations, customers were served through multiple touch
points, including third parties that sometimes provided inconsistent service.
as a result, when CeMex Usa sought
a way to achieve competitive differentiation in its status quo industry, improving
customer service stood out as an obvious...