Saudi Arabia manufacturer Napco National has renovated the business model and commercial operations of its B2B branch. The aim is to ramp up the efficiency and profitability and develop capabilities and agility to stay on top of a changing landscape and drive b2b digital transformation.
Saudi Arabia manufacturer Napco National has renovated the business model and commercial operations of its B2B branch. The aim is to ramp up the efficiency and profitability and develop capabilities and agility to stay on top of a changing landscape and drive b2b digital transformation. The year-long transformation was supported by consultants of INDEVCO Consultancy.
Back in the year 2017, the B2B Solutions division of Napco National faced a string of challenges in its commercial operations. To name a few: the business operated with a high-cost, territorial sales structure focused on customers, limited potential for scalability, key sectors that were underdeveloped, and price and margin erosion.
Additionally, the customer experience varies significantly across customer segments, and internal processes are mostly manual. This puts the customer service of the organization under a lot of pressure. In all the B2B Solutions division of the company needed to completely transform its business model and operations. The picture was clear for Napco National the B2B Solutions division of the company needed to completely transform its business model and operations to keep abreast of the accelerating pace of digital transformation in Saudi Arabia and the circa 60 export markets it serves.
A large end-to-end transformation program was launched which assessed the comprehensive business assessment agenda for six months and later kicked off the development of an overall business strategy accordingly.
To enforce the implementation of this vision, Napco National partnered with INDEVCO Consultancy. The consultancy is a management consulting firm with extensive strategic and operational experience in the industrial space.
The experts at INDEVCO Consultancy joined hands with Napco National's team on designing and re-building the B2B Solutions organization. The joint team created a new sales and marketing matrix structure that ensured that Sectors, Products, and Customers would require appropriate focus.
Injecting new elements into structure the project rolled out new roles to optimize customer experience and created new future-proof functions. The company reworked new job responsibilities across the business and realigned performance management with new KPIs (Key Performance Indicators).
Leveraging INDEVCO Consultancy’s deep experience in commercial excellence, a new B2B direct marketing system was designed and built. Following go-live, the new system provides lead nurturing capabilities to the target audience groups. It is also meant to trigger direct conversations with the target audience groups to drive customer engagement, trigger direct conversations and facilitate feedback on customer pain-points to the digitization of the customer experience, all serving to drive customer retention and loyalty.
These mechanisms were substantially woven into a digital transformation that electronically linked to the entire "Lead to Prospect" process to the "Active Customer Arc." The collaboration also aims to equip account management with digital tools to complete the customer engagement loop. Moving forward, an entirely new business dashboard system was created and deployed.
Dean DeLoe, Vice President of B2B Solutions at Napco National said, “We couldn’t have accomplished this transformation without the experience and guidance from INDEVCO Consultancy.”
To enable and embed the new ways of working, INDEVCO Consultancy guided so-called ‘Business Roadshows’ that helped communicate the comprehensive and integrated nature of the change across the five countries in-scope for the transformation.
Reaping the Benefits
Fast forward four years since the launch of the program, the strategy has been defined, initiatives have been rolled out and employees have adapted to the new ways of working. According to Dean DeLoe, the lead of the ‘B2B Solutions Strategy’ and now the Vice President of B2B Solution, Napco National is reaping the benefits of the transformation.
He quoted, "What we started a few years ago was the equivalent of setting out to land on the Moon. We set an objective to totally revolutionize the business-to-business supply in the GCC. The technology, tools, and structure did not yet exist. The original business has still used practices from 1970s!"
“Now just a few years later, change and digitization in this region compounds every year at an exponential rate, and Napco B2B Solutions is ready to lead that revolution.”
Why Collaboration With INDEVCO Consultancy is Important
"We could not have accomplished this transformation without the experience, skills, and guidance from INDEVCO Consultancy. They uniquely had the capabilities to help us realize a vision that at the time seemed unattainable,” said DeLoe.
The key initiatives and expertise delivered by NDEVCO Consultancy included:
- Re-designing the organizational structure to better manage the implemented change
- Creating an integrated B2B direct marketing system
- Designing a world-class online customer platform coupled with a CRM system and a service support center to digitize and add value to customer experience
- Setting up a performance management and career development structure enables a fully engaged workforce
- For better serving the customers, the companies must initiate a sector-based selling model
- For driving delivery efficiency, the companies must establish links with logistics and supply chain
- Business intelligence is being put to use to gain a maximum visibility of data and insights
- The legacy sales approach transitions to a new digital-first approach
“As customer experience is the new product and time is the new price, we believe that Napco National B2B Solutions’ customers will greatly benefit from these initiatives and projects,” said Maya Khalifeh, an award-winning Principal at INDEVCO Consultancy on the involvement of the firm.
About INDEVCO Consultancy
The company is focused on leveraging its expertise and 60 plus years of experience to help marketers create long-term sustainable value and to help them accelerate growth.
The accelerated rate of digital transformation induced the disruption and hence the companies need rapid response and game-changing advice from their experienced partners in the marketplace. This is where INDEVCO Consultancy pitches in to help their clients smoothly navigate through the new normal and to empower them to adjust to this rapidly changing landscape. The company offers an array of comprehensive services spanning multiple industries. They help organizations across the private and public sectors to identify growth opportunities with the help of services such as Customer Experience and Retention Strategies, Trade Show Strategy & Management, Information Systems & Business Intelligence, Strategic Sourcing and Supply Chain Optimization with a focus on growth, value creation, and operational excellence.
The company was founded in 1956 and primarily operates in the industrial sector of Saudi Arabia to create a sustainable future for coming generations. The company specializes in the manufacturing and selling of Plastic and Paper Packaging Solutions, Recycled Resins, Corrugated Packaging Products, Customer Products, and Business to Business (B2B) solutions.