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C.O.B.O. S.p.A Improves Customer Experience Omnichannel Transformation

Founded in 1949, C.O.B.O. S.p.A. is a worldwide leader in design, development, and production of electronic components, seats, steering wheels, and fully assembled column kits for industrial and agricultural vehicles and machines. 

The Challenge

C.O.B.O. S.p.A. required a total transformation within the traditional spare parts sales channel and tapped Avvale to create a personalized "Point of Experience" tailored to the unique needs of each customer. Achieving this goal required an internal change in two processes.

First, the company needed to increase efficiency by avoiding manual input from the back-office and acquiring sales orders directly from both after-market and distribution markets.

Second, it needed to reduce the order management cost by simplifying the overall purchase process, which was achieved by implementing a leaner method for the current order fulfillment process. Previously, the order entry activities within the company management system were manual, and there was no communication with C.O.B.O. S.p.A. of the relevant information. Additionally, care and external communication were managed only by phone or email. These operational inefficiencies resulted in an increasing loss of time and a consequent decrease of margins.

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The Approach

After running a deep process analysis to fully understand C.O.B.O. S.p.A.’s procedures and relations between the stakeholders of the value chain, Avvale created a fully integrated implementation of the B2B eCommerce platform and designed an intuitive software that allows their customers and sales agents to directly buy multi-categories’ spare parts through a simple search functionality, thus simplifying the purchasing process.

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The Impact

By introducing a cloud-native B2B eCommerce platform, C.O.B.O. S.p.A. experienced several benefits. First, the company was able to transform the customer experience by opening a new channel that allowed for the development of a simple and intuitive online shopping experience for B2B customers and their sales agents.

Second, the activation of the Lookcast application significantly improved the marketing department's daily tasks, reducing time and costs while providing high-quality printed and digital catalogs.

Third, through implementing personalized dashboards, the company was able to manage both internal and external sales agents with their commissions, while simplifying product management by enhancing the collaboration workflow between different business functions.

Overall, the project optimized, simplified, and improved the relationship between customers, internal selling forces, and the purchasing platform. This, in turn, helped to better connect products to users, increase value, and generate higher revenues.

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