How a global industrial company unified operations with a modular backoffice platform

In many industrial companies with international operations, the main challenge is not the lack of technology, but the fragmentation of existing systems. The ERP concentrates the business core, but around it appear independent e-commerce platforms, isolated support tools, communication channels without context, and a growing layer of manual processes trying to hold everything together.

For a while, it works. Until it doesn’t.

In this context, Zumex, a global leader in juice extraction and fruit processing solutions, needed a central backoffice platform that would allow them to unify operations, sales, support, and communications, while maintaining control and traceability across multiple teams, countries, and a high volume of daily interactions.

Zumex decided to implement SEION Backoffice with all its Centers active, configured as a central operational platform for sales, support, communications, automation, and artificial intelligence.

The challenge: coordinating teams, channels, and processes in an industrial environment

As in many industrial organizations, the ERP remained essential, but it was not designed to manage day-to-day operations. Information flowed across departments, channels, and tools without a layer capable of connecting the entire ecosystem.

This generated friction, reliance on manual tasks, and increasing difficulty in obtaining a global view of the business. The challenge was not technological, but operational: how to coordinate people, processes, and channels without adding complexity.

SEION is structured around specialized Centers, allowing companies to activate only the capabilities they need and evolve them progressively. In Zumex’s case, this approach made it possible to build a solid platform from the outset, without forcing disruptive changes to existing systems.

Each Center addresses a specific area, but all share the same foundation: centralized data, traceable processes, and integrated automation.

Integration Center: connecting Dynamics and evolving beyond HubSpot on Azure infrastructure

The Integration Center of SEION Backoffice is the layer that connects core business systems and turns them into real operational workflows.

In Zumex’s case, SEION was integrated with Microsoft Dynamics as the ERP and system of record. Dynamics remains the source of truth for customers, orders, products, and invoicing, while SEION consumes this data to operate support, communications, automation, and analytics as a backoffice integrated with the ERP.

In an initial phase, SEION was also connected to HubSpot for lead management and commercial processes. As operations scaled and workflows became more complex, SEION progressively assumed that operational role. Commercial management stopped depending on an isolated CRM and became centralized within a unified backoffice platform, with greater traceability, process control, and automation capabilities. This approach allowed HubSpot to be replaced as the operational layer, while keeping data connected and reducing complexity and costs.

The entire platform runs on Microsoft Azure cloud infrastructure, ensuring scalability, security, and availability in an enterprise environment with multiple teams, countries, and high interaction volumes.

This architecture allows core systems to remain where they add the most value, while SEION acts as a central operational layer, unifying processes, data, and channels in a single enterprise backoffice.

Communications Center: centralized communications with full context

The Communications Center centralizes emails and notifications, ensuring that conversations no longer live outside the system.

In daily operations, every interaction is linked to customers, tickets, or processes, allowing teams to work with full context and eliminating information leaks between departments.

Artificial intelligence plays a key role here. Messages are automatically classified by type, the language is detected, and conversations are routed to the right team without manual intervention. This significantly reduces triage time and errors in high-volume communication environments.

Forms Center: a single entry point for external users and internal operations

The Forms Center acts as one of the main entry points of information into the system, both from external users and from internal teams. It is not limited to contact forms, but is designed to structure information and trigger real operational processes.

At Zumex, forms are used for customer and distributor interactions as well as for internal management. Information requests, technical incidents, commercial inquiries, event registrations, or internal processes all start through the Forms Center and immediately become part of the backoffice.

Each form is connected to predefined workflows. Information is not stored passively, but automatically generates operational entities such as tickets, requests, leads, or tasks, assigned to the appropriate teams. This eliminates intermediate steps, reduces manual errors, and ensures clear ownership and traceability from the very beginning.

Support Center: traceable and scalable technical support

The Support Center manages incidents, technical support, and service requests related to customers, products, or services.

Tickets can be created automatically from emails, forms, or WhatsApp and are managed with defined states, tasks, clear ownership, and full traceability. Artificial intelligence strengthens this Center by classifying tickets, prioritizing them based on content, and suggesting responses that speed up resolution.

All historical information remains linked to both the customer and the ERP, enabling consistent and efficient support operations.

WhatsApp Center: WhatsApp as a fully integrated operational channel

WhatsApp Business stops being an informal channel and becomes a fully integrated part of the system. Through the WhatsApp Center, conversations are logged, linked to customers and tickets, and included in the operational history.

AI provides response suggestions and extracts relevant information for use in workflows, follow-up, and analysis. As a result, WhatsApp becomes a fully governed, traceable, and automated channel within the backoffice.

Automation Center: eliminating manual work without losing control

The Automation Center enables SEION to move from a centralized backoffice to an active operational system. It does not only automate isolated tasks, but orchestrates end-to-end processes that span all Centers, teams, and channels.

In Zumex’s daily operations, this module eliminates repetitive work while ensuring consistency and traceability. Ticket assignment, lead routing, support workflows, internal and external notifications, and state synchronization are handled automatically, without constant manual intervention.

Automation is always context-aware. Each workflow is built using real operational data: customer type, entry channel, language, product, priority, or process status. This allows actions to adapt to each case instead of relying on rigid rules that are difficult to maintain.

Artificial intelligence reinforces this approach by enabling dynamic decisions such as request classification, urgency detection, incident prioritization, or intelligent routing based on message content. Automation becomes an operational decision engine, not just a sequence of steps.

AI Center: intelligence applied across the entire backoffice

The AI Center is not a standalone module, but a transversal intelligence layer that strengthens all other Centers.

AI is applied where human effort adds less value and where speed and accuracy matter most. Classifying large volumes of messages, identifying recurring incident patterns, detecting language, or extracting relevant information from text and audio are continuous tasks handled by the AI Center.

Crucially, AI operates with full context. Because it is integrated into the backoffice, it considers customer data, product information, channel, historical interactions, and process state. This enables far more accurate and consistent decisions than static rule-based systems.

As the platform accumulates interactions and outcomes, applied intelligence improves classification quality, prioritization, and recommendations. This is not generic AI detached from the business, but intelligence aligned with real operational workflows.

Analytics Center: operational visibility for better decision-making

The Analytics Center transforms all activity generated across the Centers into a clear and actionable operational view. Because it is directly connected to daily operations, it enables real-time analysis of support processes, communications, automation, and integrations, without relying on manual reports or disconnected data sources.

In practice, Zumex gains a transversal view of the business that supports informed decision-making: identifying bottlenecks, balancing team workloads, measuring the real impact of automation, and evaluating the performance of each process and channel. Analytics becomes a continuous management tool, fully aligned with enterprise operational reality.

A platform model built for companies operating at global scale

This Center-based approach is not theoretical. It is running in production in a global industrial company with multiple teams, countries, and high interaction volumes.

Modularity enables growth without losing control, safe adoption of AI, and continuous evolution of the platform in line with business needs.

Industrial companies that scale successfully do not add more tools. They design enterprise operational systems.

That is the approach behind SEION Backoffice: a modular platform based on Centers, designed for companies that need control, traceability, and real scalability.