2014 Awards Winners: Customer Management Award

This award is presented to a consumer goods firm that is best leveraging a solution to manage customer relationships, trade promotion, marketing and/or consumer insights.

WINNER
The Procter & Gamble Company

Leveraging consumer knowledge for building one-to-one, lifetime relationships with consumers will create long-term benefits for The Procter & Gamble Company (P&G). But, in 2010, P&G had 500 customer relationship management (CRM) programs around the world, communicating directly to consumers about new products, promotions, samples and brand-related content via various touch points. The operating model was inefficient. Consumers’ information and opt-ins for direct communication were collected, but in separate databases, so the knowledge about the consumer response or brand preferences could not be easily analyzed or leveraged.

To address this, P&G established the 1, Consumer Place initiative in 2012, first in Asia and then later in the Americas, to create a scaled, secure platform/system of record for all opted-in consumer data from web, e-mail, social media and mobile, enabling P&G to craft individualized engagement strategies, as well as recognize and better serve the same consumer across all touch points. P&G now has a single system of record for CRM on a global scale with campaign management capability for direct and CRM programs with reporting and analytics.

“In the process of transforming global systems, we have put in place a new common set of definitions and KPIs for what CRM is and how to measure it. This has effectively given us a cultural change in that the measures and terms we use in one market are the same used in another. This has given us greater business agility,” says Steve Aaron, senior global enterprise architect, Global Business Services, P&G.

Highlights of results include:
 

• Improved e-mail marketing effectiveness by as high as 300 percent
• Migrated consumer data with more than 99.9 percent accuracy
• Increased marketing ROI via more efficient spend and deeper consumer segmentation
• Reached 5x more consumers with marketing programs digitized and with offline and online marketing connected; ROI increased 167 percent
• Reactivated 320,000 inactive users with more customized messaging on benefits of P&G brands
• Pampers consumer actions increased dramatically — reviews per month increased 20x and the average rating of reviews increased 15 percent
• Drove many different measurement techniques to a single, consistent approach with globally aligned KPIs that support advanced analytics
• Created capability to share best-in-class consumer engagement campaigns across the globe

FINALISTS

Beiersdorf
Beiersdorf, a global manufacturer of skin care consumer products, wanted to accelerate and automate its global market data reporting processes to better track and measure the competiveness of its global brands. Using SAP Demand Signal Management powered by HANA, Beiersdorf automates the data harmonization process, dramatically reducing the time lag between global and local market reporting. In addition, the underlying HANA platform allows Beiersdorf to gain new analytical viewpoints into various product attributes, enabling the collection of more market intelligence and detection of key reasons for market share developments.


Hillshire Brands Company
(now Tyson Foods, Inc.)
The company formerly known as Hillshire Brands Company (now Tyson Foods, Inc.) is in the midst of a journey to strengthen trade capabilities. The company selected Accenture CAS in August 2013 based on its functional/technical fit and strong track record offering leading capabilities across key functional areas, a configurable and flexible solution to meet unique requirements and a simple, easy-to-use interface. With go-live planned for Spring 2014, Hillshire is forging a path to realizing innovation and brand growth through advanced trade planning.