CWS cleanroom

The CWS Case

Mastering the Dimensions of Digital Transformation

Experts in Solutions for Safety, Health & Hygiene

CWS contributes to a healthier and safer future with innovative, sustainable and digital rental solutions. As part of Haniel's portfolio, CWS is the leading integrated solution provider for products and services in the areas of hygiene, workwear, and fire safety. They service businesses of all sizes in 15 countries, achieving a revenue (’21) of >€1.2b and with >11k employees worldwide.

CWS is known for its out-of-class services and high-quality design dispensers and teams up with service partners who share our passion for hygiene and are committed to outstanding operational excellence.

OMMAX helped to build CWS into a digital leader through various initiatives such as sophisticated ad-tech in relevant markets, CR-optimized campaign material, holistic SEO strategy and advanced data analytics.

CWS sanitaire service

Business Development for Greater Leads and Revenue

Now, what needs to be mentioned: CWS is a multi-solution, multi-product and multi-segment company. “Multi” probably is the most challenging word at every company: Multiple ERP systems, country specific product and service catalogues, solution areas marketing and selling to multiple persona types across multi-step decision journeys.

Given the challenge, the digital transformation agenda had to be split into manageable projects and sub-projects, workstreams and charts, systems and software and people.

Since 2020, OMMAX has been supporting CWS on the creation and optimization of the digital ecosystem across the channels, markets and with highly sophisticated data analytics and reporting.

Water in hands

"Is is imperative to get the right partner on board - OMMAX really understands the DNA of CWS and effectively adds constant value along our transformation roadmap at multiple levels."

Adriana M. Nuneva Chief Digital Officer at CWS

1. Omni-Channel

Is mostly about customer data, sales process and account management. Sounds easy? It is not. How can CWS optimize the sales funnel by re-shaping the sales organization and re-designing the new generation sales process as part of the new operating model?

OMMAX data scientists are helping CWS to cleanse, enrich and restructure their entire customer data across 16 markets: In the status quo setup, customer data was of limited quality and sub-optimal structure due to the legacy design of the systems infrastructure including various ERPs and the Salesforce CRM. To develop the CRM into a more effective and efficient sales tool, OMMAX developed a custom solution to optimally clean and transform the historic CRM data into a new greenfield Salesforce structure.

As a result, CWS is able to accelerate its sales cycle with better CRM tactics, strengthen its cross- and up-selling opportunities between solution areas and drive efficiency in marketing and sales activities – all contributing to higher customer lifetime value across the entire customer base.

2. Content-Hub

Is all about CWS offerings: Products, services and solutions. OMMAX supports CWS in connecting the content hub to multiple upstream ERP Systems and makes different data models manageable by unifying these into one common data set and additional solution area specific and customer relevant attributes. All media and unstructured marketing content is now connected to products, services and solutions. Various downstream marketing systems can be provisioned from one single source.

3. Websites

Actually, just one website. That is new! One “global” framework containing of building blocks to be able to design, build and deploy pages faster and in a very reliable way. That is highly relevant to be able to run a new generation digital marketing and sales game of segment-, target-, persona-, journey-specific landing pages. Digital customer engagement strategies with a multitude of different target groups and buying journeys create unique customer experiences from early to later stages of the sales funnel, all enabled and supported by technology and best in class sales tools.

4. Campaigns & Marketing Automation

Through tracking, grading and scoring the analysis of visitor behavior is far above simple web analytics. Marketing automation enables marketing teams to create and manage 1-to-1 cross-channel journeys and communication with leads, prospects, customers that lead to a unified experience for the customer. Turning a broad base of unqualified leads to prospects to opportunities into customers by using a combination of tactics is the imperative. This improves the efficiency of a sales funnel, quickly. Targeting and campaigns optimize the funnel development and lead-time by setting a focus on the right opportunities at the right time. Industry best practices show an uplift of 30-50% of the lead to sale ratio, if this sales funnel step is managed well.

5. Lead Generation

The crucial part of the sales process is lead generation. It is about visibility, presence and relevancy in digital channels and platforms. A deep understanding of online market dynamics, key drivers, competitive environment, and customer journey(s) is relevant to develop a full digital roadmap and comprehensive roll-out plan. OMMAX supported CWS in implementing and rolling-out related digital initiatives, such as increasing awareness and visibility in Google and Social Media Networks. The approach quickly leverages existing growth potential, increases digital reach, and maximizes lead generation. Continuous optimization of digital initiatives allows secure lead generation and a growth strategy that is both agile and resilient.

6. Data Analytics & Business Intelligence

A major part of the CWS digital transformation initiative is around and about data. OMMAX supports with a holistic business intelligence approach along the entire data value chain, from data tracking and engineering, over analytics and visualization to science. Multiple internal and customer-facing systems are connected and function as data sources to enable data driven decision making, strategy definition and operational optimization.

7. Content Creation, Translation, Optimization and Curation

Content is key. The right content for the right audience and in the right channel at the right time is crucial. Creating that type of content starts with analytics and customer insights. CWS put money where growth is already happening in content creation, in products, services, or solutions. That means investing in content that increases profitable traffic. That is not just relevant for one country but all regions: Translation and country specific optimization is therefore key to content of lasting value. And, content is not a one-way-ticket. It needs to be curated for campaigns, landing pages, channels, audiences.

OMMAX supports CWS in all these dimensions that create expected growth.

Executives managing such complex transformation projects with re-platforming a complex solution landscape of competing priorities and pressures, the OMMAX framework provides a way to assess approaches to growth and identify the capabilities needed to follow through. While most digital transformation projects single out one primary dimension for growth, CWS manages a multitude of activities across different dimensions to accelerate the transition journey.

As companies consider driving growth strategies, they need to be clear and purposeful about building the capabilities and practices that will help them move with greater speed and precision. Here is how OMMAX can support besides know-how and apply the 3-step framework:

  1. Plan: Define where the value is and design the digital Roadmap for next 3 years.
  2. Build: Conceptualize pilots and build MVPs.
  3. Perform: Transform and capture potential digital value.

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