Royal Cup Inc. dates back to the 1800s when Henry T. Batterton made rounds selling coffee from his horse-drawn wagon in Birmingham, Alabama. But the company has slowly and surely expanded its business offerings to now become a major importer, roaster, and distributor of the world’s finest specialty and premium coffees and teas. As Royal Cup Inc. increased its global footprint, they felt the need to modernize their systems, and thus strengthen the firm’s ability to globally collaborate.

Royal Cup prioritizes customer engagement in its digital transformation journey

To be able to serve their constantly growing base of customers better into the future and meet their expectations, Royal Cup Inc. needed to bring their sales network together. In line with this, they decided to focus on eliminating the usage of redundant paper records, spreadsheets, email, and ACT! to track customer interactions and manage the sales process and create an efficient and effective customer engagement strategy.

Royal Cup Inc. and Knack Systems partner to drive improved customer engagement and interaction

At the start of the journey, Royal Cup Inc. partnered with the Knack Systems consulting team to work on developing engagement models. The Knack Systems team implemented SAP Sales Cloud for 260 sales users at Royal Cup Inc. within just 13 weeks. SAP Sales Cloud was then integrated with the backend system and multiple features including Account Management, Contact Management, Lead Management, and more were enabled to drive in business results.

While Royal Cup Inc. continues to roll out its sales transformation internationally, it has seen astounding success already in terms of improved customer engagement and interaction. Royal Cup’s focus on prioritizing productivity paid off: The company realized increased productivity with convenient access to SAP Sales Cloud customer information within Outlook by leveraging automated sync emails, appointments, and tasks bi-directional capabilities.

Additionally, they witnessed fast time-to-value and the ability to realize increased ROI on their overall SAP investment through the native integration. Royal Cup Inc. has noticed that they now have enhanced visibility across departments and their field representatives are able to work with ease due to the mobile access.

The company now uses the SAP Sales Cloud platform to train their sales people so they can easily deliver their customers the services and products they are looking for. Since the data in the new system is updated in real-time, Royal Cup Inc.’s leadership team is now able to make decisions by looking forward instead of relying on the old data. With the added capabilities, Royal Cup Inc. now serves the customer better while also driving revenue growth.

Royal Cup Coffee Success Story