CASE STUDY Digital Customer Service Solution Increases Sales for Beverage Company Omnichannel engagement capabilities quench customers’ thirst for self-service while opening new revenue channels. Our client, a large food and beverage company, wanted to significantly upgrade its business-to-business (B2B) customer engagement capabilities. Previously, its customers, including restaurants, schools, hotels, big box retailers, convenience stores, cruise lines, amusement parks and more, were required to place product orders and make queries via a single call center, which was costly and inefficient. With self-service options, speed and convenience being critical features for today’s B2B customers, the client suspected it was losing business while call center operations costs increased. In addition, the client’s B2B marketing campaigns were labor intensive to execute and difficult to measure. Each email required manual keying of an individual email ID number, and the client could not track the emails or see which customers opened them or took advantage of offers. With so little insight into customer behavior, the client’s campaigns tended to be broad-based rather than sharply targeted. The client was eager to address these issues, but did not have the capital resources, expertise or support necessary to build and deploy an omnichannel strategy to better AT A GLANCE A large food and beverage client wanted to significantly upgrade its customer engagement capabilities from telephone-only contacts but had limited resources for the task. We deployed Cognizant Digital Customer Service, an integrated solution encompassing omnichannel contacts, B2B ecommerce, marketing automation and sophisticated analytics to improve sales and service. OUTCOMES: • $150M uplift in sales. • Customers have seamless service experience across all channels. • Contact center productivity up 20%. • Campaign management now highly automated and efficient. • Sophisticated analytics improve relevance of offers made to customers. • Gain-share delivery model makes client and us true partners in success. Retail & Consumer Goods and Digital Operations Cognizant.com/cognizant-digital-operations
Transcript
CASE STUDY
Digital Customer Service Solution Increases Sales for Beverage Company
Omnichannel engagement capabilities quench customers’ thirst for self-service while opening new revenue channels. Our client, a large food and beverage company, wanted
to significantly upgrade its business-to-business (B2B)
customer engagement capabilities. Previously, its customers,
including restaurants, schools, hotels, big box retailers,
convenience stores, cruise lines, amusement parks and more,
were required to place product orders and make queries via
a single call center, which was costly and inefficient. With
self-service options, speed and convenience being critical
features for today’s B2B customers, the client suspected
it was losing business while call center operations costs
increased.
In addition, the client’s B2B marketing campaigns were labor
intensive to execute and difficult to measure. Each email
required manual keying of an individual email ID number,
and the client could not track the emails or see which
customers opened them or took advantage of offers. With so
little insight into customer behavior, the client’s campaigns
tended to be broad-based rather than sharply targeted.
The client was eager to address these issues, but did not
have the capital resources, expertise or support necessary
to build and deploy an omnichannel strategy to better
AT A GLANCE
A large food and beverage client wanted to
significantly upgrade its customer engagement
capabilities from telephone-only contacts but
had limited resources for the task. We deployed
Cognizant Digital Customer Service, an
integrated solution encompassing omnichannel
contacts, B2B ecommerce, marketing
automation and sophisticated analytics to
improve sales and service.
OUTCOMES:
• $150M uplift in sales.
• Customers have seamless service experience across all channels.
• Contact center productivity up 20%.
• Campaign management now highlyautomated and efficient.
• Sophisticated analytics improve relevanceof offers made to customers.
• Gain-share delivery model makes client andus true partners in success.
conversion rates. Further, our client can identify
new customers and locations likely to be high-
value targets and reach out to these with relevant
offers.
Since implementing the solution, contact center
productivity has improved 20%, in part through
call deflection and by our platform providing
agents with a 360-degree view of customers’
interaction history. This information enables
agents to interact intelligently with customers,
improving the quality of the contact. In addition,
overall sales have increased. B2B clients who
buy via the website spend more than those who
purchase the client’s goods from other channels
and tend to try more new products.
Because we had been serving the client for
more than a decade, we understood its existing
operations, opportunities and challenges
extremely well. We also had demonstrated our
digital capabilities in a range of industries. The
missing piece was the client’s ability to fund
the required transformation. By investing up
front in the necessary systems and offering
a gainsharing remumeration model, we have
been a true partner in our client’s success.
AT PRESENT
Customers access account information via the
site round-the-clock and 15% of all orders now
placed outside of working hours.
AT-A-GLANCE(Contnd)
• $12M in upfront cost savings.
• 15% increase in customer retentionand acquisition.
ABOUT COGNIZANT
Cognizant (Nasdaq-100: CTSH) is one of the world’s leading professionalservices companies, transforming clients’ business, operating and technology models for the digital era. Our unique industry-based, consultative approach helps clients envision, build and run more innovative and efficient businesses. Headquartered in the U.S., Cognizant is ranked 195 on the Fortune 500 and is consistently listed among the most admired companies in the world. Learn how Cognizant helps clients lead with digital at www.cognizant.com or follow us @Cognizant.
