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Coca-Cola Brasil—one of Coca-Cola Company's four largest operations—has demonstrated outstanding performance since 1942. The division includes Coca-Cola Braziland’s 15 independent manufacturers groups, as well as Sistema de Alimentos e Bebidas do Brasil (SABB), that produce final products in 47 industrial units and distribute them to retail outlets. Coca-Cola Brazil's factories are strategically located in all of the country's regions, providing supplies for nearly 1 million retail outlets that sell its wide range of nonalcoholic beverages including water, juices, soft drinks, teas, chocolate-flavored drinks, energy drinks, and isotonic drinks.
Today, Web 2.0 has driven a change in the communications landscape that has added richness to conversations between businesses and customers. Businesses now have unprecedented capabilities to learn about their markets, and customers have powerful new channels to express needs and feedback. Given the wide-spread adoption of social networking—and approximately 100,000 posts per month on related sites mentioning the Coca-Cola brand—Coca-Cola Brasil sought a customer relationship management (CRM) tool that would account for this new customer contact channel in a way that integrated with traditional means of communication such as telephone and Web sites.
To address these challenges, Coca-Cola Brasil selected and deployed Oracle CRM On Demand Release 19 to facilitate improved communication with its clients and 18 franchises located across Brazil. The Oracle tool enabled Coca-Cola Brasil to add a new way to interact with consumers via social networks, which has 15% to 20% new interactions per month—in January 2012 Coca-Cola had 37 million followers on Facebook, 1.1 million on Orkut, and 40,000 on Twitter.
“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 Brazil's processes in the system,” said Elizabeth Almeida, customer relations manager, Coca-Cola Brasil.
“We truly could not have found a better partner. Triscal knew the peculiarities of our business department and quickly understood our needs. Furthermore, it had a deep understanding of Oracle CRM On Demand, which was fundamental to the project’s success because it made it much easier for us to define the scope of the project and confidently make imperative business decisions,” said Elizabeth Almeida, customer relations manager, Coca-Cola Brasil.