Celonis > Case Studies > RATIONAL AG's Transformation Journey with Celonis: Enhancing Efficiency and Customer Experience

RATIONAL AG's Transformation Journey with Celonis: Enhancing Efficiency and Customer Experience

Technology Category

Analytics & Modeling - Process Analytics
Cybersecurity & Privacy - Identity & Authentication Management

Applicable Industries

Equipment & Machinery
Mining

Applicable Functions

Procurement
Sales & Marketing

Use Cases

Inventory Management
Time Sensitive Networking

Services

System Integration

About The Customer

RATIONAL AG is a German manufacturer with a history spanning almost five decades. The company provides top-notch cooking equipment to the most exacting food professionals all over the world, including chefs in restaurants, hotels, hospitals, schools, kindergartens, and even the Oktoberfest kitchens. RATIONAL prides itself as a technology-driven partner that innovates and delivers reliably for its customers. The company's main goal is to ensure customer satisfaction, which forms the basis of their entire DNA. To achieve this, RATIONAL aims to deliver high-quality goods on time and provide a positive experience at every customer contact point.

The Challenge

RATIONAL AG, a leading provider of cooking equipment, was facing challenges in its sales and customer service processes. Despite being a technology-driven company, RATIONAL realized that their process management was static and their documentation did not reflect the actual state of their processes. This lack of transparency was hindering their ability to deliver a perfect customer experience, which is a top priority for the company. As part of their Sales Excellence initiative that started in 2019, RATIONAL aimed to increase process efficiency across Sales and Customer Service, speed up sales cycles, and improve customer satisfaction. However, they needed a tool that could provide them with a clear and accurate view of their processes.

The Solution

RATIONAL turned to Celonis, a process mining tool, to gain transparency and achieve process excellence. They started their process mining journey in 2019 with three pilot projects in the US, France, and Japan. Using Celonis, RATIONAL was able to identify and address process gaps hidden deep within their business. They discovered a multitude of manual, inefficient workflows in Order Management and were able to standardize their master data. In 2021, RATIONAL implemented the Execution Management System (EMS) and the Order Management Execution app from Celonis. This app, which leverages AI and automation, helped RATIONAL gain full control over open orders. It provides role-based views to help customer service managers steer the process and track progress, and enables Order Management specialists to take decisive action in line with company goals.

Operational Impact

The implementation of Celonis' solutions has transformed RATIONAL's operations. The Execution app intelligently prioritizes orders based on their urgency and recommends next best actions, ensuring no order slips through the cracks. It also enables Order Management teams to work more efficiently by providing a single platform for all their tasks. This has resulted in improved collaboration between departments, specifically with production and dispatch teams in the Supply Chain. RATIONAL has also become more proactive rather than reactive, improved forecasting and performance, and accelerated their digital transformation. The company has also seen a significant improvement in customer experience, with customers receiving their orders on time. RATIONAL's vision for the future is to automate their Order Management as much as possible and have every customer service employee work with the Order Management Execution app on a daily basis.

Quantitative Benefit