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How Biogena gets to really know its customers.

What began as an ERP modernization became a project for the entire customer experience: Business Central and Dynamics 365 are connected, marketing runs automatically, and every customer has a 360-degree profile. The result is a customer 360 view, delivered 100% virtually.

Biogena logo
Customer
Biogena
Industry
Retail · Micronutrients
Solution
ERP · CRM · Business Central · Dynamics 365
Topics
Marketing automation360-degree customer profileERP modernization
The project in 30 seconds
  1. Challenge

    Biogena is growing and wants to get even closer to its customers. That required a modern ERP and a way to put large volumes of customer data to targeted use.

  2. Solution

    NAVAX connected Business Central with Microsoft Dynamics 365 Sales and Marketing, adding cleansed master data, event management, Customer Voice and a connection to the website.

  3. Result

    360-degree profiles across all customer processes, targeted marketing in B2B and B2C, and room for strategic work. Delivered without physical contact.

The project in numbers
500,000+
active customers in the cloud-based CRM
100%
virtual project delivery, without physical contact
1 year
project time frame for the ERP modernization
Challenge and solution

From ERP modernization to customer experience.

The need for a modern ERP turned into a project for the whole customer journey, in B2B and B2C and across several target markets.

  1. 01Systems
    Before

    An ERP that had to grow

    Growth across several target markets, in B2B and B2C, called for a modern ERP and for systems that talk to each other.

    With Business Central and Dynamics 365

    ERP and CRM connected

    Business Central and Dynamics 365 exchange data through interfaces, and SharePoint and the website are connected. International projects can be managed centrally.

  2. 02Marketing
    Before

    A lot of manual work

    Campaigns and customer outreach took time that was missing for strategic topics. Personalization remained theory.

    With Business Central and Dynamics 365

    Marketing automation

    With Dynamics 365 Marketing, campaigns reach exactly the right audience. Purchasing behavior shows which products and content are relevant to whom.

  3. 03Customer knowledge
    Before

    Data from many sources

    Customer data sat in different sources and formats. Anyone who wanted to really know a customer had to piece the picture together themselves.

    With Business Central and Dynamics 365

    360-degree customer profiles

    Cleansed master data as the foundation, with every touchpoint on top: store, event, feedback. In the Biogena stores, the team uses it to give more targeted advice.

How the project ran

One year, 100% virtual.

Commissioned at the end of the first quarter of 2020, at a time when suddenly nobody could travel anymore. Both teams adapted to that.

  1. Q1 2020

    Commissioning

    The ERP modernization is commissioned with a time frame of one year. It is the first project at NAVAX to be awarded and delivered entirely digitally.

  2. Data

    Migration without legacy baggage

    Relevant data filtered, data from different sources standardized. That way the new system starts clean.

  3. Delivery

    In parallel and virtual

    Joint teams work through work packages in parallel and implement improvements continuously, without any physical contact.

  4. Ongoing

    From ERP to CX project

    Sales, Marketing, event management and Customer Voice are added; visit reports and a loyalty and partner program for physicians are the next building blocks.

Key learning: while the stores were closed, store employees prepared data for the migration and stayed fully occupied as a result.

Insights

Biogena in pictures.

A Biogena store with wooden shelves, a tree trunk as a design element and a digital information terminal
An employee in a Biogena store hands a customer a shopping bag
Project team at a standing table with laptops in a bright meeting room
  1. 1A Biogena store: this is where advice and the customer profile come together.
  2. 2Advice in the store, supported by the 360-degree customer profile.
  3. 3The project room for the digital transformation, delivered 100% virtually.

“Euphoria! That was the feeling when the concept worked in practice. What sounds so theoretical in marketing automation now gives me the freedom I need to focus on the exciting strategic topics.”

Sabine SchwarzlSabine Schwarzl, MAHead of E-Commerce & Digital Marketing, NoLimits Digital Business, part of the Biogena Group
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The customer

About Biogena.

Biogena develops, produces and markets high-quality micronutrient products based on the pure substance principle. The Austrian family-owned company stands for knowledge, product quality and responsibility.

With more than 10,000 partner physicians, therapists, researchers and raw material manufacturers, Biogena keeps up with the latest science while also exploring age-old knowledge.

biogena.com(opens in a new window)
2006
founded
420
employees
3
locations
10,000+
partner physicians, therapists, researchers and raw material manufacturers
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We will show you how ERP and CRM can work together in your company and where marketing automation frees up the most time.