Lafarge Iraq launched a mobile phone application to serve its customers more effectively


Lafarge Iraq's customers are now able to place and track their orders easily through a special application in their mobile phones

Lafarge Iraq, a member of LafargeHolcim Group, keeps transferring its worldwide know how into Iraq that goes beyond production process with international technical standards.


"Customer First" is a countrywide program implemented by the company that aims to complete more than 20 development projects within the company in order to increase the customers' experience. The success of the program was recognized by the Group management as well and the Customer First Program has been awarded as "the best commercial transformation program" in the Middle East - Africa Region.


Supply chain management, in other words to make sure that all the orders will be delivered to customers on time - as requested, is a significant part of Lafarge Iraq's Customer First Program. One of the initiatives created by Lafarge Iraq's Supply Chain Team in in this respect is the mobile phone application called "Lafarge 45-45". The application is named after Lafarge Iraq's customer call service number (0771 345 45 45) that is another unique service of Lafarge Iraq launched few years back. "Customer call service phone number is already well known and trusted by our customers, printed on all our bags, used in our communication with the clients, and this application appears to be an obvious upgrade of this excellent service" says Aram Gareeb, Head of Customer Service.


Rozhgar Barzan, Lafarge Iraq's Country Supply Chain D. Director, answers few questions to tell us more about this unique initiative:


Why has Lafarge Iraq's Supply Chain Department developed such an application; how will it contribute the efficiency of your work in supply chain?


This initiative of Lafarge4545 Application is an extension of the current customer service of Lafarge Iraq. Through this project, we aim to develop IOS and android base application, which gives customer flexibility of accessing their account 24/7 via their smartphones.


The purpose of this APP development is "to be at one click service distance from customers and ensure 24/7 full service availability in-term of order, credit , e-statement and claim management. A bridge directly connects us with the customers for a better customer service and account management.


It also represent a major milestone achievement in our commercial transformation and bring LH IRAQ further steps towards customers and end users.


Nevertheless, this APP will definitely take LH IRAQ customer satisfaction to another level with a constant reliable service level including during rush hours, which result in higher customer satisfaction and minimize pressure on customer service team.


What will be the benefit of this application for customers; why should they use it?


Customers, customer representatives and retailers will benefit from this round a clock service and enjoy some extra services such as historical order status & truck positioning with a very user-friendly tool.


Jovan Othman


- Lafarge Iraq IT Manager - Lafarge 45-45 Application Project Manager:


Lafarge 45-45 application is result of a high level and strong team-work efforts and team collaboration among different functions of supply chain, IT, communication, sales, marketing and regional IT team. It started with several brain storming sessions, weekly project team meeting and several workshop and proposals in commercial steerco and customer first steerco and after several piloting with different target groups and audience in which we concluded the current version of the .

The development of this application reflects key values of LafargeHolcim Group's business transformation program (ACE) demonstrating Lafarge Iraq's ability to collaborate within departments, agility and accountability, resulting in this unique application


Rachid  Benyakhlef, Country CEO of Lafarge Iraq, states that "this mobile application reflects a real breakthrough in the commercial approach of Lafarge Iraq". "It is a big step in our commercial transformation journey" says Tarek Sehnoui, Country Sales Director. George Elias, Country Marketing Director, confirms these two opinions saying "we are now one step closer to our customers".



What do customers say?


Muhannad Basim - Basra Province: "This application saves time for us. We can check our balances and submit new orders whenever we want, even at late hour of the night. This application is making our business life easier"


Sardar Salih - Wasit Province: "This application is cost efficient, since we no longer have to make calls, we can check our information through the application. I feel this application helps me to be more in control of my work"

Salah Harki - Duhok Province: "Customer service of Lafarge is only available from 8:00 AM- 8:00 PM, while this application is available 24/7. It is significantly useful for checking our balance, credits, and the quantities we have ordered"

Satar Sajid - Babil Province: "This application is exactly what we needed for our businesses. The fact that I can check my balance, credit, and submit inquiry complaint and suggestions at any desired time is the best thing about the application"