In an era where digital transformation is no longer optional but essential, companies across industries are leveraging AI to streamline operations and improve customer experiences. Holcim, a 112-year-old global leader in building materials, is proving that legacy companies can be at the forefront of innovation. In a recent interview with McKinsey, Juan Beltrán, Digital Manager of Global Sales Excellence at Holcim, shared how the company is using generative AI (Gen AI) to transform its ordering process, making it faster, easier, and more efficient.
By integrating Gen AI into its customer interactions, Holcim is simplifying transactions and setting a new standard for AI-driven customer service. Here’s what we can learn from their experience.
Expanding the AI Revolution: HOLCIM+ on WhatsApp
Holcim has been actively driving digital transformation in e-commerce for years. A few years ago, the subsidiary company Lafrage Egypt launched the Clickit app, which provided customers with a digital platform for managing orders, deliveries, and payments. However, despite offering a full suite of functionalities, adoption remained limited. To enhance accessibility and improve user experience, Clickit was rebranded as HOLCIM+, and Holcim introduced an AI-powered chatbot on WhatsApp to make ordering even more seamless. By integrating AI into a platform that customers already use daily, Holcim significantly increased adoption rates, with 93% of customers embracing WhatsApp ordering within weeks of its pilot launch in Spain. This combination of a robust e-commerce platform and AI-driven automation ensures that customers can place orders, receive personalized suggestions, and track deliveries effortlessly—bringing a new level of efficiency and convenience to construction management.
From Once Manual to AI-Powered: Rethinking the Cement Ordering Process
Traditionally, ordering cement was a straightforward but manual process. Customers would call a sales representative, request a shipment, and wait for confirmation. While simple, this approach required human intervention at every step, consuming valuable time and resources.
Holcim saw an opportunity to optimize this system using Gen AI. Instead of relying on phone calls, the company introduced an AI-enabled mobile solution that allows customers to place orders via WhatsApp. This shift brings several advantages:
- Ease of Use: Customers can order cement using natural language instead of product codes.
- Speed: AI retrieves past orders, suggests likely purchases, and allows quick modifications.
- Efficiency: Sales representatives can focus on more complex, high-value transactions.
A Successful Pilot: AI Adoption and Customer Response
Holcim tested its AI-powered ordering system in Spain, integrating it into WhatsApp—a platform already familiar to its customers. The results were remarkable:
- 66% of AI-generated order proposals were accepted, demonstrating the tool’s accuracy.
- Adoption rates soared from 25% to 93%, a significant increase compared to previous digital platforms.
Customers found the AI-powered process highly convenient, allowing them to place orders anytime, from anywhere, without needing to call a sales representative.
Challenges and Lessons in AI Implementation
Despite its success, Holcim’s AI pilot wasn’t without challenges. Key obstacles included:
- Overly Chatty AI: During initial tests, the AI would sometimes provide excessive explanations or recommend irrelevant products.
- Latency Expectations: Customers expected a human-like delay in responses—too fast felt unnatural, while too slow led to frustration.
- Edge Cases: One humorous example involved a customer testing the AI’s limits by ordering gazpacho soup instead of cement. The AI mistakenly processed it as a valid SKU, proving the need for tighter constraints.
To overcome these issues, Holcim refined its AI system by restricting potential responses, optimizing latency, and ensuring alignment with real-world product catalogs.
Key Takeaways for Businesses Looking to Implement AI in Customer Service
- Meet Customers Where They Are
- Holcim’s choice of WhatsApp ensured instant adoption. Businesses should integrate AI into platforms their customers already use.
- Balance Automation with Human Support
- While AI can handle routine orders, complex queries still require human intervention. A seamless handoff between AI and human agents ensures a smooth experience.
- Manage AI Expectations and Training
- AI needs tuning to match customer expectations. A balance between speed and natural interaction enhances user trust.
- Have a Clear AI Strategy
- AI isn’t just about automation—it’s about enhancing efficiency and user experience. Holcim’s pilot demonstrates that a well-planned AI rollout can significantly improve customer engagement.
The Future of AI in Customer Experience
Holcim plans to expand its AI-enabled ordering system across Europe before going global. Future enhancements may include AI-powered phone and email interactions, allowing a more comprehensive digital transformation.
For companies considering AI, Holcim’s experience offers a blueprint for success: start small, test thoroughly, and iterate based on real-world feedback. Generative AI isn’t just a trend—it’s a powerful tool to create more efficient, customer-centric businesses.
