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Consumer Products companies are taking advantage of new digital channels to engage with their customers and consumers like never before. Hear how leading companies are using the Salesforce Platform and ExactTarget Marketing Cloud to change the way that they are building commercial and brand relationships.
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Engaging CPG Customers and Consumers using the World's Most Innovative Platform
Justin Wilson - salesforce.com Sinem Dorter - Coca-Cola Enterprises Sanjay Singh - Johnson & Johnson Vision Care & LifeScan Aldrin Fernandes - Johnson & Johnson Vision Care & LifeScan
Web Store Community Email Social Mobile Product Events
Connected Employees
Connected Customers
Connected Partners
Connected Consumers
Companies Create 1:1 Experiences with Consumers and Customers
In the Internet of Customers
Transformation of the Customer Journey Sinem Dorter Director, IT Strategic Initiatives
Coca-Cola Enterprises Company Overview
Coca-Cola Enterprises is the leading Western European marketer, distributor and producer of non-alcoholic beverages. It is one of the world’s largest independent Coca-Cola bottlers.
▶ 17 manufacturing sites ▶ 13,000 employees ▶ $8.1 billion revenue ▶ 40+ Brands ▶ 12 Billion bottles and cans
per year ▶ 170 million consumers
What we do Produce Sell, Service &
Merchandise Direct &
Indirect Delivery
Relationship with The Coca-Cola Company
Production/Distribution Marketplace Execution Community and Customer Marketing
Franchise Leadership
Brand Development & Innovation
Consumer Marketing
Long-term, sustainable,
profitable growth
Coca-Cola Enterprise’s Digital Strategy Drive growth of our brands, products and services with our customers, consumers and employees
Drive growth of our brands, products and services with our
customers, consumers and employees
Next Generation Productivities
Commercialization Opportunities
Drive
GROWTH Fund Create
Engage
Grow engagement with all business constituents
Attracting consumers to our customers, products,
and brands
Transforming the Customer Journey
Customer/Equipment Onboarding
Customer Relationship Management
Customer Engagement
Online Selling
Engagement 2.0
Campaign Management
… …
Call Centers
Technical Services
360 Connect (CRM) Program Overview
Review & Planning
• Performance Review • Longer-term Planning • 360 Customer View
• Short-term planning • This week’s account & contact
details • Account look-of-success scores • Account & visit next call
objectives
• Surveys & measurements • Equipment audit • Photo Recognition
in field Pre-visit In the outlet/store @Home/Office
Pre-visit Check In-Store Execution
Achievements and Key Learnings
Cross-country collaboration
Look-of-success calculation
Automatic next call objectives
Mobile Enablement
30-minute time
saving per day
Key Learnings
• Engage Business early • Develop reports before, not after Go-Live • Focus on the UI/UX as much as the
functionality
Next Steps
• Integrate indirect order taking • Integrate case management • Mobilize customer onboarding process
Customer Engagement Program Overview PRO avec vous is a leading practice within Coca-Cola Enterprises:
https://www.youtube.com/watch?v=y7g1IpCemo0 1 2 3 4
Subscription Setup of levers Earning points Burning points
Product range Menu
Merchandising
Confirmation of levers
CCE equipments, services…
Online store www.proavecvous.fr
Customer welcome pack for PRO avec vous members
Regular emails & news to maintain interest…
Declaration of actions: Sales Rep/call center/ proofs sent
by outlets
Achievements and Key Learnings
1-3-3 (POC-Pilot-Prod)
Cross-functional collaboration
User experience
Mobile Enablement
15K+ members
in one year
Key Learnings
• Engage your customer and sales force sooner than later
• Mobile is the key to success • Invest in UI/UX for engagement
Next Steps
• Simplify onboarding process • Integrate engagement and online selling • Continue to invest in mobile
The Digital Sights Sanjay Singh – Sr. IT Director EMEA - Johnson & Johnson Vision Care & LifeScan Aldrin Fernandes - Head of Digital EMEA - Johnson & Johnson Vision Care & LifeScan
All about Johnson & Johnson and Vision Care “Caring for the world, one person at a time…inspires and unites the people of Johnson & Johnson.” Global Life Sciences Company • The world’s sixth-largest consumer health company • The world’s largest and most diverse medical devices and diagnostics company • The world’s fifth-largest biologics company • And the world’s eighth-largest pharmaceuticals company More than 275 operating companies in more than 60 countries employing approximately 128,700 people. Sales (2013): $71BN About Vision Care: Makers of ACUVUE contact lenses. Sales (2013): $ 2.9 3BN
SFE
eDetailing
Integrated Analytics
Dx Ordering
Salesforce
Building the circuit board …
SAP Compliance Wire
GoogleMap Locator
“When I think back to that mee/ng at the beginning of March in Heathrow –
We’ve come such a long way.” VP of Marke+ng
And the Results!
System Stability
94% 100%
User Adoption Rate: (Ave Logins Per Week)
6.78 25 (4x increase!)
Weekly Admin Time:
12.4hr 9.2hr (33% reduction!)
Mobility
SFDC Mobile SdK
LensPal™
Mobile Credit & Collections
60% reduction in proof of concept
and build time
DRUPAL (Content Management + Presentation Layer)
MyAccount
MyPractice
My Resources
MyAccount for KA
My Events
My Learning
Campaigns
My Orders
Acuminder
MyFirst30
eCRM
ECP Locator
Digital
My Account Login:
33 sec 3 sec
Homepage Load Time:
15 sec <2 sec
Time to create a Statement:
12mins 1 min
Customer Slow Pay Gap:
21d 9d
And all for $35k! MyFirst30
Campaigns
Mobile Digital
Digitaly Powered Consumer Journey How digital is used in the Vision Correction journey
Eye Health Awareness
Brand Consideration Trial Advocacy
Reach Activate Convert Engage
Search /Social/Mobile Content Campaigns Tools
Driving Free Trials – to Fits – to Category Growth How Salesforce is used in the Vision Correction journey
www.acuvue.co.uk/freetrial
How Salesforce drives category retention and customer loyalty Retaining Trial Fits – My First 30 days
www.acuvue.co.uk/lenspal
Aldrin Fernandes LinkedIn: www.linkedin.com/in/aldrinfernandes
Sanjay Singh www.linkedin.com/in/sanjaysinghsa