GEA is transforming its customer engagement through the OneGEA CRM initiative, aimed at integrating its processes globally to enhance customer interactions and performance. The project, which began in 2015, involves harmonizing data and implementing a unified customer relationship management system, with significant progress reported in user adoption and transaction volume across multiple countries. The initiative is expected to improve sales opportunities and customer experiences by providing a comprehensive view of customer data.

1. GEA:
Transforming its Customer Engagement Approach
for Global Harmonization
TOBIAS KAHMANN
HEAD OF MARKETING BUSINESS AREA EQUIPMENT, GEA GROUP AG
BARCELONA, OCT 17 2017

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“Food“ “Beverages““Food“
7 a.m. 10 a.m. 1 p.m. 8 p.m.
“Dairy
Farming &
Processing“
Our applications – in touch with GEA every day

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Our applications – in touch with GEA every day

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Order intake (EUR)
4,674 million
Employees (FTEs)
16,937
Operating EBITDA (EUR)
566 million
Operating EBITDA margin
12.6%
Revenue (EUR)
4,491million
Earnings per share (EUR)
1.48
GEA – a powerful partner throughout
the world

5. From four stand-alone Segments to two integrated
Business Areas and OneGEA country organizations
5171017_OneGEACRM_SABHybrisGlobal Summit
… until June 2015 … started July 2015 (“OneGEA”)
Executive Board
Equipment
BA
Solutions
BA
Regions / Countries
Global
Corp.
Center
SSC
RTFT ME
FS
PE
Executive Board
Head-
quarter
RegionsRegions Regions Regions
Support Support Support Support
Organizational setup …

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OneGEA CRM - move GEA even closer
to its customers & boost performance
“Our goal is to have the same processes,databases
and informationsets digitally available – to share
ALL customerinteractions.”
(Juerg Oleas – CEO GEA AG)
Ø Know your customers and turn insights into actions
Ø Sell anytime, anywhere
Ø More time selling – less administration
Ø Increase employeesatisfaction
Ø Future proven application (fast, adaptive,
secure,integrated)

7. Stringend project approach
7171017_OneGEACRM_SABHybrisGlobal Summit
Project phase 1
Oct 2015 – June 2016
• Projectbrief & projectsetup
• Requirement& process
selection
• Architecture & roadmap
• Application& implementation
partner selection
• Business case
• …
Prepare Plan
Project phase 2
July 2016 - …
• Process& data harmonization
• Blueprint/ template development
• Global rollout incl. training and
change management approach
• Establishmentof governance
organization
• …
Build Execute
Project phase 3
• Template
governance
• Continuous
validation and
improvement
• …
Run
March 2017 - …
ü ü ü

8. Ongoing development: Implementation of functions in
three releases
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Master Data Management integration
Customers & Contacts
Lead management
Segmentation
Marketing permissions
ERP integration
Sales orders, Procurement, Costing, Invoicing
Marketing
Customer/ Dealer portal
Service
iBase, Spare parts, Field service,
In-house repairs, Maintenance
contracts, Predict./prevent. main-
tenance, Complaints/claims mgmt.
Second-level ticket support
Sales
Quotations
Lead & Opportunities
Activity management
Marketing planning
Campaign management
Web/ Trade fair leads
& Products
R(elease)1R2R3
8

9. Sequential rollout by regions with template
development in parallel
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1H 2017 2H 20172H 2016 1H 2018 2H 2018
R1 Template &
Pilot
Wave 1.3
EMEA
Prep
Wave 1.2
APAC
Prep
Wave 1.1
Americas
Prep
Waves 2.1 – 2.3
(Geo 1 – 3)
R2 Template & PilotPrep
R3 …Prep
Pilot

10. Development and rollout up to now as initially
scheduled/ planned
10171017_OneGEACRM_SABHybrisGlobal Summit
1H 2017 2H 20172H 2016 1H 2018 2H 2018
R1 Template &
Pilot
Wave 1.3
EMEA
Prep
Wave 1.2
APAC
Prep
Wave 1.1
Americas
Prep
Waves 2.1 – 2.3
(Geo 1 – 3)
R2 Template & PilotPrep
today
As of today:
• 11 countries live
• >1.400 users
• >10.000 transactions
• > 30.000 customers/contacts
Pilot

11. Challenges to be coped with, but overcome
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Experiences
&
Challenges
Organizational
Typicalsales
profile
Data
availability/
quality
Technical
Mature sales features
(„Plug & play“)
Good collaborationwith SAP
(„Joined efforts – joined success“)
Integration betweenCloud for
Customer& SAP Hybris
Marketing not seamless
Increase of system availability
required
Service features to be
improved
Ongoing change
management required

12. High user acceptance due to intuitive User Interface
and project approach
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“Working with customer data in a
harmonized way and having a 360 degree
overview … will save me a lot of work;
now I can see the sales funnel, order
intakes and even analyze why we lost
certain orders.”
“I think that’s a great step,. … and I think
the CRM is easy to use.”
…
…
…
…
“From my perspective … the rollout
went really smoothly. The project
team did a great job on every front,
and things went according to
schedule.“
I’m excited to start using the OneGEA
CRM, and I see huge benefits of
working with customer data in a
harmonized way. It will improve the
experience for our customers and
increase our selling opportunities.”
…
…
“From my perspective … the rollout
went really smoothly. The project
team did a great job on every front,
and things went according to
schedule.“
I’m excited to start using the OneGEA
CRM, and I see huge benefits of
working with customer data in a
harmonized way. It will improve the
experience for our customers and
increase our selling opportunities.”

13. With OneGEA CRM we now have
One
to every customer
around the world –
Face
Voice
Process
a tremendous competitive
advantage
13
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14. gea.com