Case Study: RATIONAL AG unifies customer data and digitizes sales, marketing & customer success with Magic Software's Magic xpi

Why RATIONAL AG Chose Magic xpi to Digitize Sales, Marketing, and Customer Success Processes

RATIONAL AG, the global leader in thermal food preparation, faced fragmented sales, marketing and service systems that created data silos and time‑consuming manual work—despite Industry 4.0 automation on the production floor. Sales used Siebel and SAP, marketing used separate databases, and the lack of a unified customer view made campaign execution and customer servicing inefficient.

Working with NTT DATA, RATIONAL implemented Salesforce as a central CRM and used Magic xpi to integrate Salesforce with SAP. Using Magic xpi’s preconfigured Salesforce connector and direct API access, the team completed the middleware integration in weeks, delivering a single customer database, end‑to‑end customer‑journey mapping, automated workflows across sales, marketing, after‑sales and service, and faster, more efficient customer responses.

RATIONAL AG

Christoph Ordner

RATIONAL AG