Coca-Cola Brasil Incorporates Social Media into Business Strategy and Increased New Customer Interactions 15% to 20% per Month
 
 

Coca-Cola Brasil Incorporates Social Media into Business Strategy and Increased New Customer Interactions 15% to 20% per Month

  • Oracle Customer:  Coca-Cola Brasil
    Location:  Rio de Janeiro, Brazil
    Industry:  Consumer Goods
    Employees:  33,000
    Annual Revenue:  Over $5 Billion

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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.

 
 

 
 

Challenges

A word from Coca-Cola Brazil

  • "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. The tool enabled us to interact with customers via socials media, where we have recorded consistent growth in interactions with customers by 15% to 20% per month.” – Elizabeth Almeida, Customer Relations Manager, Coca-Cola Brasil

  • Deploy a CRM tool that works seamlessly with various communication channels (such as Web sites, telephones, and social networks) to expand contact with customers online
  • Provide more responsive service to approximately 1 million customers per year who contact the manufacturer, thus maintaining customer satisfaction
  • Facilitate communication with the beverage manufacturer’s 18 Customer Service Call Centers (CSCC) throughout Brazil to automate customer request forwarding

Solutions

Oracle Product and Services

  • Worked with Oracle Partner Triscal to implement Oracle CRM On Demand Release 19 to integrate social channels into their traditional communication methods which increased new customer interactions by 15% to 20% per month
  • Used the CRM tool to gather detailed information for the quality control department—which defines guidelines for the 43 Coca-Cola Brasil factories—by integrating information obtained via telephone, the “Contact Us” Web site, Twitter, Facebook, Orkut, and more than 100,000 social network posts per month that reference the company
  • Automated previously manual tasks—including forwarding contacts (complaints, suggestions, and compliments) to the appropriate regional manufacturer to facilitate services and/or product replacement as well as sending an alert to the e-mail address on file depending on the priority level
  • Accelerated customer response time through the “Contact Us” channel by nearly 80%, improving the previous process where the customer service team had to copy and paste e-mail messages into the old system to move a resolution forward
  • Enabled free-flowing communication between Coca-Cola Brasil and its franchises throughout Brazil
  • Expedited internal report generation to managers about their operators performance and process indicator, by eliminating the need to export system data or apply formulas—a previously time-consuming process for analysts
  • Disseminated reports automatically online to users throughout Brazil, eliminating the need to send files via e-mail or publish on the portal
  • Streamlined the customer service department's contribution to the business departments  by quickly providing data and reports on customer views and concerns about the manufacturer’s products, which enable marketing and advertising departments prepare campaigns and publicity according to customer specifications and the relevant application
  • Gathered all information obtained through customer contacts via telephone, the “Contact Us” site, and social networks into a single instance of Oracle Database 11g, Enterprise Edition, facilitating and streamlining reports generation
  • Achieved significant reductions in server maintenance and licensing costs due to the flexibility of the tool's software as a service (SaaS) format

Why Oracle

“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.

Partner

“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.  

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