Multiple systems, different identities
Customer information existed across multiple systems with different identities, making it difficult to establish a single, trusted customer view.
Architecture-led integration: connecting platforms, data and customer processes
How architecture-led integration connected Distrelec’s SAP platforms, unified customer data and automated commercial processes while building lasting internal capability.
Services: Enterprise Architecture • SAP Platform Expertise • CRM and eCRM • Data Integration • Customer Platforms • Solution Delivery
Overview
About Distrelec
Distrelec is one of Europe’s leading distributors of electronic components, automation products and industrial equipment, serving engineers, procurement teams and manufacturers across multiple countries.
Having already invested in several SAP CX platforms for e-commerce, marketing, sales and customer service, Distrelec had established strong customer experience, product management, business and operational capabilities. The next step was to connect these platforms more effectively and maximise the value of its existing technology investment.
About the engagement
Lashan Digital was engaged to provide integration and technical delivery expertise, embedding alongside Distrelec’s internal team to connect these existing investments into a single customer platform while building the internal capability to support and evolve it independently.
The challenge
Connecting existing platforms to unlock their full value
Distrelec had already implemented several SAP CX platforms, but having the technology was only part of the opportunity. The business wanted to maximise the value of those investments by connecting the platforms, streamlining customer processes and enabling teams to work together more effectively.
Manual processes and limited visibility
Sales and service teams were working within separate platforms that did not communicate effectively, leading to manual processes, inconsistent reporting and limited visibility of customer interactions. Marketing teams were unable to fully leverage customer behaviour and segmentation, while lead qualification and routing remained largely manual.
Complementing internal capability
Distrelec wanted a partner that could integrate with its existing teams, transfer knowledge and help establish a maintainable platform that internal IT and platform teams could continue to own and develop.
We didn't want someone just to buy us a fish, we wanted someone to teach us how to fish while also setting the fishing equipment up for us.
Paul Harvey
Head of Customer Management Platforms, RS Group (formerly Distrelec)
Our approach
Working as one team to connect platforms and build capability
Rather than operating as a traditional systems integrator, Lashan Digital embedded alongside Distrelec’s delivery team, acting as an extension of the organisation throughout the programme.
Working across SAP Marketing Cloud, SAP C4C and SAP CPI, the combined team designed an integrated customer platform that connected sales, service, marketing and ERP data. Lashan Digital provided specialist capability and additional delivery capacity while transferring knowledge throughout the programme.
A single customer view
Creating a single customer view by connecting fragmented customer identities and delivering the Customer Cockpit for sales and service teams.
Automating commercial processes
Automating commercial processes, including lead capture, qualification, routing and integration of Distrelec's existing RFM customer scoring model.
More intelligent customer engagement
Enabling more intelligent customer engagement through advanced segmentation, personalised marketing and GDPR-ready consent management.
A maintainable platform
Building a maintainable platform through well-designed integrations, architecture and knowledge transfer.
Delivery
Delivered over eight two-week sprints
Delivered over eight two-week sprints using an agile, architecture-led approach, the programme brought both teams together around shared priorities and was completed on time, within the agreed effort and budget, with minimal disruption to the business.
Key results at a glance
From disconnected platforms to connected commercial capability
The programme transformed a collection of disconnected SAP CX platforms into a connected commercial capability that enabled Distrelec to maximise the value of its existing technology investment.
A single trusted customer record
Sales, service and marketing teams operating from a single trusted customer record rather than multiple disconnected customer identities.
Greater visibility of customer interactions
Sales and customer service gaining greater visibility of customer interactions through the Customer Cockpit, enabling faster and more informed customer engagement.
Automated lead capture, grading and routing
Manual lead qualification replaced by automated capture, grading and routing, improving sales pipeline efficiency.
More targeted customer campaigns
Marketing teams using integrated RFM-driven segmentation and sales insights to deliver more targeted customer campaigns.
Consistent GDPR consent management
GDPR consent managed consistently across multiple customer platforms with auditable synchronisation.
Improved customer service operations
Improved customer service operations through structured complaint handling, workload-aware routing and enhanced multi-channel workflows.
Internal ownership and development
Distrelec's internal team equipped with a documented, maintainable architecture that they could own, support and continue developing independently.
Delivered on the planned eight-sprint cadence, within the agreed effort estimate and budget, the programme demonstrated the value of combining complementary capabilities. Together, the teams connected the relevant SAP platforms and data flows, automated priority processes and established a maintainable foundation that Distrelec’s internal teams could continue to own and evolve.
The programme’s success was rooted in a fully integrated one-team approach, with shared accountability, close collaboration and knowledge transfer throughout the engagement.
The key thing that stood out about Lashan Digital was Viswa. He built the right team around him, integrated seamlessly with ours and worked collaboratively throughout the programme. If another organisation were considering working with Lashan Digital, I'd simply say: trust Viswa, he'll make it happen.
Paul Harvey
Head of Customer Management Platforms, RS Group (formerly Distrelec)
Ready to connect your platforms and unlock greater value?
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