From Customer Service toCustomer Care

Prague 12-14 Dec 2012Marek Hlavaty

Coca-Cola Hellenic Russia

From Customer Service toCustomer Care

Prague 12-14 Dec 2012Marek Hlavaty

Coca-Cola Hellenic Russia

Agenda- Introduction of Coca-Cola Hellenic

- How organization become really customer focused?- SPOC (Single Point Of Contact) driver for customer

oriented company- MPOC (Single Point Of Contact) - streamlined direct

communication brings further efficiencies- Use cross-functional SLA to encourage BO staff

towards direct interaction with customers- Changing the mentality of CSC from efficiency

driven to problem solving

- Introduction of Coca-Cola Hellenic- How organization become really customer focused?

- SPOC (Single Point Of Contact) driver for customeroriented company

- MPOC (Single Point Of Contact) - streamlined directcommunication brings further efficiencies

- Use cross-functional SLA to encourage BO stafftowards direct interaction with customers

- Changing the mentality of CSC from efficiencydriven to problem solving

Стр. 3

Coca-Cola Hellenic

First beverages by The Coca-Cola Company were introduced to Russian customers on thethreshold of the 1980 Summer Olympics in Moscow

The Coca-Cola Company makes a decision to start a long-term investment program inRussia

The first plant in the country producing Coca-Cola soft drinks opens in Moscow

Presently, the Coca-Cola System in Russia includes The Coca-Cola Company andCoca-Cola Hellenic

History

The Coca-Cola System

1980

1991

1994

2012

Стр. 4

First beverages by The Coca-Cola Company were introduced to Russian customers on thethreshold of the 1980 Summer Olympics in Moscow

The Coca-Cola Company makes a decision to start a long-term investment program inRussia

The first plant in the country producing Coca-Cola soft drinks opens in Moscow

Presently, the Coca-Cola System in Russia includes The Coca-Cola Company andCoca-Cola Hellenic

1980

1991

1994

2012

One of the largest beverage producers of The Coca-Cola Company

• holds its business in 28 countries of the world

• the top beverage production group of The Coca-ColaCompany in Europe

• Head office located in Athens, Greece

• produces beverages for 560 million people

• employs 42 000 people

Coca-Cola Hellenic worldwide

Стр. 5

• holds its business in 28 countries of the world

• the top beverage production group of The Coca-ColaCompany in Europe

• Head office located in Athens, Greece

• produces beverages for 560 million people

• employs 42 000 people

Facts and statistics

Coca-Cola Hellenic in Russia

Coca-Cola Hellenic Russia (official name: “Coca-Cola HBC Eurasia”) :

• 14 plants• 74 distribution centers• 13 000 professionals

Стр. 6

Coca-Cola Hellenic Russia (official name: “Coca-Cola HBC Eurasia”) :

• 14 plants• 74 distribution centers• 13 000 professionals

Стр. 7

“Our company (Coca-Cola) will fail if we turn our face to our Head Officeand our ass to the customer.”

Don Keough – Ten ways to fail and how to avoid them.

We have one visionfor a truly Customer

Centric Culture

‘Coca-Cola Hellenic is easy to dobusiness with, gets everything right thefirst time, adds value on every occasion,

and is my number 1 supplier.’

Стр. 8

‘Coca-Cola Hellenic is easy to dobusiness with, gets everything right thefirst time, adds value on every occasion,

and is my number 1 supplier.’

Easy to doBusiness

With

Right1st Time

ValueAdding

No 1Supplier

Customer satisfaction is not onevery company’s agenda

Стр. 9

I Improveperformance

Excellent

Keep Raising

the bar

+

Better thancompetition

based onrelationship

healthquestions

Standardized Customer Satisfaction Surveyclassify the performance of CCH across all

28 markets

Стр. 10

Seriousissues Improve

Relationship

- +

Worse thancompetition

based onrelationship

healthquestions

Ranked 2nd

based onperformance

questions

Ranked 3rd orbelow based on

performancequestions

Ranked 1st

based onperformance

questions

Customer Care Center Sub-Functionaldefinition and KBI responsibility split

CS Back OfficeSPOC&MPOC TelSellAll inbound calls-Customer claims- Enquiries-Complaints

-Ticket system (escalation)- Cross-functional SLA

KBI’s-Service level (20s)-Abandoned calls-Overdue tickets-Top 5 issues review

All outbound calls-Active selling to customerson call list

- MD replacement (holidays)- Team selling concept(TS order generation - MDdevelopment & execution)

KBI’s-Volume/Revenue-Penetration-Call rate-Strike rate

All orders maintenance- Order cleaning (OOS,

substitution, stockallocation, double orders)

- Order entry/corrections

KBI’s-Orders after Cut-Off-Time-Returned orders-Obsolete orders-DIFOTAI

All inbound calls-Customer claims- Enquiries-Complaints

-Ticket system (escalation)- Cross-functional SLA

KBI’s-Service level (20s)-Abandoned calls-Overdue tickets-Top 5 issues review

All outbound calls-Active selling to customerson call list

- MD replacement (holidays)- Team selling concept(TS order generation - MDdevelopment & execution)

KBI’s-Volume/Revenue-Penetration-Call rate-Strike rate

All orders maintenance- Order cleaning (OOS,

substitution, stockallocation, double orders)

- Order entry/corrections

KBI’s-Orders after Cut-Off-Time-Returned orders-Obsolete orders-DIFOTAI

CSS

Customer Care split Single point of contact for Fragmented trade,Multiple point of contact for Modern Trade and Consumer Hotline

Single Point of ContactMultiple points of contact CCHellenic

Supply Ch

CatMan

Finance

Ka/c Man

CCRM - mngCustomersModern TradeMultiples outlets

Finance

Buyer

Fragmented TradeSingle Outlets

1.7m customers

Customers

DeliveryWarehouse

ManagementFinance

CDEMerchandising

12Consumer Hotline

EDI Clerk

Promo Clerk

Supply Ch

Marketing

Finance

Marketing

Supply Ch ProductionPurchasing

SellingMarketing

DeliveryWarehouse

Quality

PA&C

Consumers

TCCC

Quality

PA&C

80%of Requests in1st Level Resolution

SLA

20%of Requests in2nd Level Resolution

Customers

Claims, enquiries, info

CCCoperator

SLA

Various departmentsBack Office

SLASLA FINCDE LOG

@

Set up SLA to encourage for more interactionwith customer

of Requests in1st Level Resolution

of Requests in2nd Level Resolution

Feedback tocustomer !!!

Back office is allowed to close the ticket only after claim resolutionand communicating result to customer. Principal to grow

accountability and customer centric culture in the organization

CUSTOMERS

SPOC brings to customers8 - 800 - 200 - 26 – 53One number for all solutions

• Call-center is available 24x7 toll-free• Calls are answered within 20 sec by life voice (no IVR)• E-mail/fax applications are accepted

Availability

Reliability

• Calls will always be registered• Call will never get lost• Calls and further actions are not dependant on BDs• Response for all calls & call back

Reliability

• Most calls are solved during the call (First Call Resolution)• Operator is professional and trained to identify & register case quickly• SPOC operator has more awareness set of products, promo, delivery status

(due to on-line access to internal system)

Faster resolution

SPOC brings to CCH awareness ofcustomer issues and free up BD’s time

• Awareness of customers’ needs & issues – (call registration, root cause analyses)

• Free up BDs’ & BO’s time for other focuses i.e. Business development, efficiencies

BD spends 4-6% ofworking time *

Proper established SPOC systemwill reduce inefficiencies for BD

and also back office

From To

CUST

OMER

BD spends 4-6% ofworking time *

Proper established SPOC systemwill reduce inefficiencies for BD

and also back office

CUST

OMER

* Based on EATB Time&Motion study

Back-end (logistic, fin, quality etc)

SPOCAgent

Back-end (logistic, fin, quality etc)

Revenue Efficiency Cash & Growth

New KBI’s

Call Centre KBIsComplaints & calls.Call Centre KBIsComplaints & calls.

Revenue Efficiency Cash & Growth

How many calls

Answer quickly

How many operators

Or call back at our cost – strike rate.50+% of inbound is orders, we must

>cause resolution =>paid invoicesCustomer calls help us to improve>

are ready to become BD/KaM?Operators know SAP and CCH.

do we need for a 100% - visit rate.What is our outlet coverage and

Call duration

Old efficiency KBI And KBI for Revenue cash and growth.

17

How many operators

Cost per operator

% 1st line resolved

What is the Revenue/ GP and Inbound, outbound, BD and Ka/m?

are ready to become BD/KaM?Operators know SAP and CCH.

Satisfied customers buy more, a target restricts satisfaction and cash.

Taking orders

Resolving root cause issues will so we get it right 1st time, next time.

Easy to do business with means In the way they want to give them.

Reduce complaints

Thanks for your attentionYour Questions ?

Marek HlavatyCoca-Cola Hellenic Russia

18

Thanks for your attentionYour Questions ?

Marek HlavatyCoca-Cola Hellenic Russia