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Fortune 50 CPG Brand

A CASE STUDY

With over 130 years in the business, a Fortune 50 Global CPG Brand continues to grow as one of the leading names in the world of medical devices, pharmaceutical and consumer-packaged-goods manufacturer. Valued at over 85 billion dollars, this global multinational corporation continues to make an impact in the medical technology space They offer the world’s largest range of consumer healthcare products such as skin care, oral care, wound care, and even over-the-counter products. This global brand is one of the leading and most trusted brands in the consumer and professional healthcare realm. A Business Technology Leader who has been with the company for over 20 years has provided both innovative and strategic expertise to help grow this global name in the e-commerce business. The consumer section of the business has embedded itself into the e-commerce space within the past 5 years. Currently, they have an e-commerce presence in all the major markets around the world and are looking to continue growing in the space as the market continues to gain more traction in that direction.

Challenge

Before incorporating Reputation Studio into their review management process, the company was capped at how many products reviews they could monitor in a day. With their products and new innovations gaining popularity online, the need for a seamless and systematic review management process came racing to the forefront. They needed an advanced system that could handle reviews and customer engagement on a global scale. They knew that without such a system, their brand reputation would be in jeopardy.

As their continuous growth of their product line increased, so did the numbers of their internal team. They were in search of a solution to improve both agent activities as well as customer satisfaction. For a company their size, responding to all questions, comments, and concerns proves a vital part in maintaining a strong reputation and that was of utmost importance for the parent company and associated brands.

Prior to their pilot season with Reputation Studio, brands would reach out to their contact centers to manage customer reviews. However, they did not have the capacity to monitor more than 5 or 10 products at a time. This negatively impacted their reputation as agents were failing to respond to customer feedback with prompt responses. Agents were manually logging into multiple platforms a day, causing them to spend an unnecessary amount of time finding reviews that required a quicker response than others.

At the end of 2017 we put together a global e-commerce team to put together a strategy to regulate it. What came out of it was the need to proactively manage our rating on reviews online specifically on Amazon since it is a large factor of our e-commerce business outside of Asia.

Business Technology Leader

Fortune 50 CPG Brand

Solution

The Business Technology Leader for the brand was introduced to Reputation Studio just six months ago. Reputation Studio is the only review management system that is native to the Salesforce Platform, allowing agents to work out of one platform. Reputation Studio pulls reviews from Amazon, BazaarVoice, Yelp and Google. With AI based automation, Reputation Studio creates a Service Cloud Case and routes it to the appropriate agent. Agents can then prioritize reviews and be able to respond directly from the Salesforce Dashboard and avoid logging into various platforms for various responses. Agents can then focus on responding with high-quality feedback and responses are then posted to the platform directly. In addition to all the reviews and responses being in one place, companies can then track response time and provide a seamless and efficient process to ensure their customers feedback is getting the attention and quality it deserves. With new products constantly launching it was important for this Fortune 50 Global CPG brand to find a solution that could keep up their review management and while providing an easier tool for agents to effectively work.

I don't think we can ever go back to a time where it isn't all in one place. It was hard to find a tool that would reply to all 3 of the channels we wanted all from one dashboard. It was just what we needed.

Results

By adding Reputation Studio they were finally able to meet their 24-hour SLA goal globally across Amazon, Google Play and iTunes for both their products and apps. With the help of data tagging, they gained key insights into what was being said about their products and were able to easily route those insights to their internal teams responsible for that aspect of the product.

By interacting with their consumers in real-time, customer satisfaction ratings improved as well as overall ratings and reviews for all products and services. “We noticed that when our agents would respond promptly to a negative 1 or 2-star review, a lot of those customers would go back and update that same review with either 4 or 5 stars.”

By having the review navigation all in one place, it saved time and manual effort for TomTom agents and eased their day-to-day work. This saved agents crucial minutes to reach out to as many customer comments and concerns while also providing an easier training process for newer agents. Since they went live with Reputation Studio, their customer service agents haven’t had to login to multiple review sites daily and they no longer struggle to quickly respond to their customer’s reviews, questions, and comments.

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