Sales Digitalization & Marketing Automation with SAP CX

AMC's Journey from Offline Direct Sales to a Data-Driven Customer Journey

For over 60 years, AMC has built its business on one of the most valuable resources of all: the personal relationship between clients and consultants. But expectations regarding the customer experience have changed. To enable a consistent digital experience, AMC partnered with valantic to implement a composable CX architecture that connects the online store, sales dashboard, in-person events, and marketing. The result: a data-driven customer journey that preserves the strengths of personal contact.

More about the challenge Benefits at a glance
Photo of man with his two children cooking in the kitchen.

The project success in a nutshell

360-Degree Customer View

Consolidated data from the store, sales, events, and service via a universal AMC ID

Marketing Automation

GDPR-compliant interactions, personalized content, and voucher codes

End-to-End Tracking

End-to-end tracking from initial contact to purchase (lead-to-cash)

Real-Time Communication

Event-triggered notifications to the assigned contact person – across systems and automated

Omnichannel Data Flow

Consistent data across all channels, including digital ad integration and lookalike audiences

Composable CX

Flexible architecture based on the SAP CX Suite for scalability, rapid expansion, and seamless integration of new tools

About the company AMC

Since 1963, the AMC brand has stood for a premium cooking system made of high-quality stainless steel and for a unique sales concept: Instead of selling through retail channels, the company markets its products through personal consultations, often during cooking events held directly in customers’ homes. This allows home cooks to experience the smart product in action firsthand.

AMC is now active in more than 30 countries and, with over 8,000 consultants worldwide, serves more than 15 million satisfied customers. The standards for product quality, functionality, and durability are high. Similarly, expectations for the digital experience have risen. It was time to integrate sales, marketing, and service into a consistent, data-driven customer journey.

Photo of a man and a woman cooking

Smart Cooking Experience with AMC (Image source: AMC)

>60 years

in direct sales

> 8,000 consultants

in more than 30 countries

> 15 millions

satisfied customers worldwide

The challenge

Too many cooks, isolated minds, disparate data sources

AMC’s direct sales model thrives on close customer relationships. Yet in the digital age, this very strength has increasingly become an obstacle: customer data was scattered among individual consultants. Colleagues in other departments were unable to track interactions or understand the relationships with customers. Over the decades, individual sales processes with specific characteristics had developed.

Noticeable discontinuities in the customer journey

From the customers’ perspective, the online store, consulting, and events were each separate worlds. There was no consistent messaging across the various touchpoints. At the same time, expectations were growing for a seamless, personalized experience that lived up to the premium brand’s slogan:

“Your taste. Your experience. Your AMC moments.”

On the sales and marketing side, isolated tools and media discontinuities exacerbated the problem: Master data was maintained across multiple systems. Many processes were manual, and siloed solutions stood in the way of effective automation. It became increasingly clear that the business units needed access to centralized, reliable real-time data.

It was important to AMC that digital solutions complement the D2C model in a meaningful way and not replace in-person consultation.

Photo of a group of friends cooking.

AMC defined five goals for its CX transformation:

  1. Understanding your customers: A 360-Degree View Through a Universal Customer ID (AMC ID)
  2. Tracking the lead-to-cash process: End-to-End Tracking Instead of Blind Spots
  3. Manage the field sales team more effectively: Manage sales processes based on reliable KPIs
  4. Strengthen customer loyalty: through consistent communication and relevant content
  5. Increasing revenue: through cross-selling and upselling, as well as expanding the contact base for new customer business—including for the Cooking app and personal care products

The solution

Consolidate data, connect departments, digitize direct sales

As part of its journey toward sales digitization, valantic supported AMC from consulting and strategy development through to technological implementation. In the first step, the project team translated the company’s goals into concrete actions:

  • Everything from a single data pool: Systematically consolidate data and make it centrally accessible to create transparency across all areas, channels, and stakeholders
  • Integrating sales and marketing: Tightly aligning processes across customer-centric departments to jointly manage communication channels in real time and coordinate marketing automation with personalized consulting
  • Composable CX: Implement a modular system architecture in which individual components can be flexibly swapped out and supplemented to enable a rapid response to future requirements and changes

Components of the composable CX solution

The new system landscape is based on solutions from the SAP CX portfolio. At the heart of the system is the SAP Customer Data Platform (CDP). It consolidates data from all connected systems, reconciles information using merge and match logic, and creates a 360-degree profile for all customer contacts with a universal AMC ID. The CDP orchestrates customer data across all connected systems, including Shopify, SAP Sales & Service Cloud (V2), SAP Engagement Cloud, and S/4HANA.

The approach followed a fit-to-standard-strategy. The idea was to consistently use the SAP standard and expand it in a targeted manner with custom-developed connectors. Where the standard reached its limits—such as with an outdated Shopify connection or missing objects—pragmatic solutions were developed, including through direct collaboration with SAP’s product management team. As a result, some of the required functionalities were made available within the SAP standard even while the project was still underway.

SAP CX as the foundation for a consistent customer journey

The following are connected to the SAP CDP, among others:

Graphic showing the system architecture at AMC based on SAP CX

AMC connects systems and processes with SAP CX (Graphic: valantic)

The result

Early visible results in clearly defined project milestones

Using the Composable CX architecture, valantic and AMC were able to implement specific use cases in a very short time:

  • Personalization with the SAP Engagement Cloud: Using Direct Data Access, the SAP Engagement Cloud accesses personalization data from the SAP CDP in real time, enabling the live delivery of order data.
  • Voucher management: Personalized voucher codes are distributed according to predefined rules and can be redeemed in the Shopify online store without manual reconciliation.
  • Lead routing with SAP CDP and SAP Sales & Service Cloud (V2): Leads are automatically assigned to advisors in real time, with full transparency regarding lead status.
  • Cross-system master data maintenance: Clearly defined processes and data ownership minimize the effort required for data and system maintenance.
  • Automated communication from SAP Service Cloud (V2): Standardized templates and automation processes are triggered by engagement events.
  • Omnichannel data integration: Consistent data flows from all channels, including digital ad integration with a double opt-in process and lookalike audiences, support targeted ad delivery.
  • Flexible communication flows: Assigned consultants receive event-triggered real-time notifications across all systems.

Business impact

Benefits for everyone

For Customers

  • Faster responses to inquiries
  • Personalized communication through central points of contact
  • Relevant, personalized content
  • Consistent information across all channels

For Marketing & Sales

  • Overview of qualified leads and effective lead management
  • GDPR-compliant end-to-end tracking
  • 360-degree customer view
  • Less manual work through automation

For the company AMC

  • Cross-selling and upselling opportunities
  • Larger contact base for new customer business
  • Transparency at every step of the CX
  • Sales management based on reliable KPIs
  • Stronger customer loyalty to the AMC brand
Profile photo of Mirko Stridde, Global Head of SAP at AMC

Mirko Stridde
Global Head of SAP at AMC

”In our customer service department, we have taken the first step toward customer-centricity and a 360-degree view of the customer with valantic and the implementation of SAP Service Cloud. The SAP landscape we have now implemented continues along this path, integrating sales, marketing, and service into a consistent customer journey. It is not in spite of, but rather through sales digitization and marketing automation that we are strengthening our personal connection with our customers.“

Portrait picture of Sascha Ulbrich, SAP CX Solutions Architect at valantic

Sascha Ulbrich
SAP CX Solutions Architect, valantic

”From the very beginning, there was a clear, shared understanding of the project’s goals and scope. And we were able to maintain that clarity with every adjustment. Instead of a “big bang” approach, we deliberately worked in phases that allowed us to see tangible results early on. Our direct line to SAP Product Management and the rapid support from SAP saved us from taking detours in many areas, which accelerated the project as a whole.“

Lessons Learned & Outlook

AMC and valantic have demonstrated how personalized direct sales and a data-driven customer experience go hand in hand.

Three takeaways from the project:

  1. Structured, centrally accessible data is the foundation for automation, efficient processes, and personalization.
  2. Event-driven integrations enable a truly dynamic customer journey.
  3. A composable CX architecture ensures future-proofing in times of increasingly rapid, exponential change.

AMC and valantic are jointly further developing the system landscape, adding features, and implementing new use cases to continuously optimize the digital journey—for customers as well as for sales consultants and marketing.

Display of the AMC app on three devices: smartphone, tablet, laptop

Would you also like to combine personal relationships with a data-driven CX?

Let's get started together:

Felix Lill

SAP CX Alliance Sales Manager

valantic