Coca-Cola Iberia

Deployment of Smart CRM strategy – 360º

CHALLENGE

Deploy a multi-country and multi-typology CRM strategy (Consumer, Customer and Stakeholder) that allows the omnichannel activation of the user based on holistic profiles fed with personal, social and activity information. Establishment of an ROI model based on the average value/user vs. investment made.

SOLUTION

Alignment, integration and management of Coca-Cola Iberia’s digital ecosystem within the framework of a unique user identification and profiling system and considering all points of contact. Strategic definition of the Smart CRM approach at a global level, including the requirements and supervision of delivery. Definition of the action plan, segmentation and execution of communication for Iberia.

# Management of the unique identity and activity tracking
# Deployment OF Smart CRM strategy from the 360º understanding of the consumer
# Worldwide vision and ROI model

RESULTS

Adaptation of the Smart CRM strategy worldwide. Adaptation of the technological stack to the needs of the strategy. Customer Centric evolution of the corporate culture. Consideration of the consumer from a complete 360º view in order to understand him and satisfy his demands. Optimization of multiple processes, including those of direct attention to the consumer. Consideration of the value of the data and legalization of its management.

+1.5mill

REGISTERED USERS

+20.000

REGISTERED CUSTOMERS

+2.000

REGISTERED STAKEHOLDERS

+200

INTEGRATED POINTS OF CONTACT

+30

INTEGRATED AGENCIES

+20

PORTFOLIO BRANDS

other projects