Case Study

Going global with Oracle Engagement Cloud

The Linde case


Linde, a world leading gases and engineering company, was facing some critical issues related to the already implemented country-based Oracle CRM on Demand. In particular:

  • Loss of central coordination.

  • High maintenance and development costs, because each country had to provide resources for each CRM instance.

  • Lack of improvements during time (e.g. Mobile App configuration, Outlook integration).

  • Absence of structured, user-friendly reports and interactive, tailored dashboards; therefore, data collection and elaboration manually performed, starting from single files or piece of papers.

Due to all these criticalities, the system percentage of usage was just around 40%. The main challenges faced by Business Reply, Linde’s partner, were to integrate different business models into one platform, to homogenize countries processes and to allow the right amount of flexibility.


Business Reply helped Linde to start a successful digital journey and enable digital connections among systems and people. In particular, Linde, supported by Business Reply, embraced the idea of moving from the country-based Oracle CRM on DEMAND to a unique and multilingual cloud application for EMEA: Oracle Engagement Cloud.
The implementation of a unique solution allows to centralize support and maintenance activities, increase productivity and efficiency, in a global perspective, and reduce Maintenance Costs by 75%, as estimated.

Through the introduction of territory-based visibility rules, each country is available to view and analyse its own data, dashboards and reports. This facilitate the decision-making process and present users useful information about their sales activities and strategic business insights.
In order to ease employees activities, Business Reply implemented Oracle CX Cloud Mobile, to develop customer relationships through the use of smartphones or tablets, and integrated Microsoft Outlook with Oracle Engagement Cloud, to provide a valuable two-way data synchronization and a familiar tool.



Linde is a world leader in the international gases market. The company offers a wide range of compressed and liquefied gases as well as chemicals, and is the partner of choice across a huge variety of industries. Linde gases are used, for example, in the energy sector, steel production, chemical processing, environmental protection and welding, as well as in food processing, glass production and electronics.
The company is also investing in the expansion of its Healthcare business (medical gases and services), and is a leading global player in the development of environmentally friendly hydrogen technologies.
Linde Healthcare is a global leader specialising along an integrated respiratory care path. It combines pharmaceutical gases, medical devices, services and clinical care into solutions with the patient in mind. Its products and services make a difference in the lives of its patients and to its healthcare partners in the care continuum from hospital to home. Linde Healthcare is a global business unit of Linde and present in over 60 countries.

Business Reply


Business Reply is the Reply group company specialized in the creation of integrated systems based on Oracle application suites. Oracle Platinum Cloud Select Partner, with over 18 years of experience and more than 80 completed projects, Business Reply represents a point of reference among Italian companies for ERP and Corporate Governance services. Strongly oriented towards Digital Transformation, thanks to investments in innovation and research & development and a process of continuous training and specialization of its resources, Business Reply was the first Italian Oracle Partner to realize projects on Oracle ERP Cloud, OTM Cloud and Service Cloud . Business Reply guarantees a deep knowledge of business processes together with a strong technical expertise on all Oracle application solutions for companies (ERP, CX, Transportation and Supply Chain, PLM, HCM, Business Intelligence) gained through many experiences in different industrial contexts. In 2018, Business Reply has been recognized by Oracle: “Cloud Excellence Implementer for HCM offering(Core HR)”, for providing superior customer experience through successful Oracle HCM Cloud Services implementations, and "Specialized Partner of the Year 2018 – ERPM Cloud".