Consumer Goods Technology - July/August 2012

more Customer Contact COCa-COla BraSil COmBineS SOCial meDia anD Crm

given the widespread adoption of social networking, Coca-Cola Brasil ( www.cocacolabrasil.com.br) sought a customer relationship management (Crm) tool that would integrate the new customer contact channel with traditional means of communication. after considering its options, the company selected and deployed Oracle Crm On Demand release 19 ( www.oracle.com) to facilitate communication with its clients and 18 franchises located across Brazil. the tool resulted in 15 percent to 20 percent new interactions per month via social networks.

“the main reasons we chose Oracle Crm On Demand release 19 were the flexibility of the SaaS format, the tool’s development, and its ability to reflect Coca-Cola Brasil’s processes in the system,” says elizabeth almeida, customer relations manager, Coca-Cola Brasil.

among the tools many advantages is the ability to gather detailed information for the quality control department — which defines guidelines for 43 Coca-Cola Brasil factories — by integrating information obtained via telephone, the “Contact Us” web site, twitter, Facebook, Orkut, and more

> Company at a Glance • Coca-Cola Brasil, one of Coca-Cola Company’s four largest operations, supplies nearly one million retail outlets with nonalcoholic beverages, including water, juices, soft drinks, energy drinks and isotonic drinks.

than 100,000 social network posts per month that reference the company.

Coca-Cola Brasil was also able to automate previously manual tasks, including forwarding contacts (complaints, suggestions and compliments) to the appropriate regional manufacturer to facilitate services and/or product replacement. Customer response time was also accelerated by 80 percent through the “Contact Us” channel.

what’s more, the customer service department can now quickly provide data and report on customer views and concerns to other business departments. this helps enable marketing and advertising departments, for example, to prepare campaigns and publicity according to customer specifications and the relevant application.

FaSt FaCtS

Social CRM Integrating social channels into its traditional communication methods led to 15 percent to 20 percent more new customer interactions per month at Coca-Cola Brasil.

WORDS OF WISDOM

“Oracle CRM On Demand Release 19’s SaaS format
has enabled us to provide faster customer service,
more dynamic communication between our business
departments, and further flexibility for
the customer relations department.”
— ELIZABETH ALMEIDA,
CUSTOMER RELATIONS MANAGER,
COCA-COLA BRASIL