Unified Master-Data and CRM for a Leading Global Dairy Cooperative

A Dutch multinational dairy cooperative

Problem Statement:

The organisation lacked a single, trusted source for customer and operational data. Marketing leads, website interactions, quotes, webinar sign-ups, and survey responses flowed into siloed systems, resulting in duplicate records, delayed follow-up, and misaligned sales and marketing efforts. Without master-data governance, transaction times were slow and decision-making was hampered by poor data quality.

The Challenges:

Leads, opportunities, and service cases were scattered across multiple systems, causing duplicate records, poor customer visibility, and inconsistent reporting.
Regional variations in sales workflows and data models created hurdles in scaling operations and establishing unified global governance.
Real-time syncing between Salesforce, e-commerce, and ERP systems was crucial - alongside strict GDPR and data residency compliance.
Rolling out a global CRM required extensive enablement, with strong focus on training and process alignment to drive adoption and reduce disruption.

The Solution:

Centralised Data Management: Established a single source of truth for customer & product information, eliminating duplicate records & ensuring all teams work with the same accurate data across global operations.
Streamlined Lead Processing: Connected all marketing channels, websites, webinars, surveys, into one system, enabling instant lead tracking and smooth handoffs between marketing and sales teams for faster follow-up.
Real-time System Integration: Linked Salesforce with SAP and master data platforms through live synchronization, providing instant access to inventory, financial, and customer information while maintaining data accuracy.‍
Compliance and User Support: Implemented strict data governance controls meeting GDPR requirements while providing comprehensive training to global teams, ensuring consistent processes and user adoption across all regions.

Impact made:

90%

Slashed data quality errors

Data Integrity & Speed: Master-data governance slashed data-quality errors by 90% and halved transaction processing times.

150,000+

Unified customers record

Seamless Customer 360: Near-real-time sync enabled unified records for over 150,000 customers, improving sales responsiveness.

200 hrs

Saved per month

Operational Efficiency: Automated workflows and single-pane dashboards saved teams an estimated 200 hours per month in manual reconciliation.

40%

Increase in qualified leads

Accelerated Lead Generation: Real-time visitor tracking and automated lead scoring increased qualified leads by 40%.

Unified Master-Data and CRM for a Leading Global Dairy Cooperative

Problem Statement:

The Challenges:

The Solution:

Impact made:

90%

150,000+

200 hrs

40%

What made it special:

Testimonial:

Tools / Platforms Used:

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