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WINNING WITH
THE CUSTOMERS

OUR APPROACH TO CREATING VALUE
Winning With The Customers
At CCI, our primary motivation is to ‘win together’ along with our customers. With this objective in mind, we operate a customer-oriented organization through our joint ventures and superior supplier management practices. In line with our vision, our target is to become a company that creates value for our shareholders and ensures long-term sustainable growth, while being the preferred business partner of our customers.

To ensure that our consumers are satisfied every time they visit our sales points, we prepare joint business plans with our customers and create best-in-class commercial strategies and solutions. We use the "Right Execution Daily (RED)" system to provide our products to our customers and consumers in the most effective way.
We strengthen our technological infrastructure to provide easy access to cold beverages and continue with cooler investments every year and switch to more environment-friendly coolers. Thus, we reduce our carbon footprint in line with the changing environmental conditions. With these activities, we aim to strengthen our relationship with our customers and increase our sales volume and profitability. Also, we try to reach our consumers with the most efficient and affordable sales and distribution vehicles.

We also optimize our commercial investments in addition to the strong value we create for our customers. With all these activities, we meet consumer needs with every crate of products and generate revenue increase.
In the Customer Satisfaction Surveys we conduct to measure customer satisfaction regularly in geographies of CCI operation, the questions are designed to evaluate both our performance and our competition’s performance to see the satisfaction levels from the eyes of our customers.
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Joint Business Plan Meetings
Modern Channel Joint Business Plan (JBP) meetings are among the top priorities of the local and national account to improve customer cooperation in Turkey. Within the scope of these meetings, cross-functional teams from both the customer and CCI come together every year to ensure that the joint marketing and operational plans of both parties are compatible.
Customer Focus Groups
As a reflection of our customers’ importance for us, we organize Customer Focus Groups occasionally to the benefit of our Local Key Accounts (LKA). The main goal is to create value for our LKAs by helping them internalize their identity, abilities and values better.
Demand Planning Management
Following the Covid-19 pandemic, we have added scenario planning capability to our operation to better manage potential crises in the future.

Observing the requirements of this period, the sales and operation planning (S&OP) process has been redesigned and turned into a dynamic S&OP. Accordingly, a platform has been established to respond quickly to demands by providing an understanding of market dynamics, defining customer priorities, identifying operational risks and possible constraints, and monitoring performance criteria with the coordination of all functions. Also, the “Digital Link” initiative was started to achieve real-time demand forecasting, optimize inventory and supply management, and increase end-to-end visibility. The initiative aims for system installation with the support of artificial intelligence software and covers the management of end-to-end forecast-demand-sourcing processes. The first phase has been commissioned in December.
Route to Market (RTM)
With our innovative and excellent field applications, we aim to be a sustainable business partner that provides the best service in the fast-moving consumer goods industry. After our experience with Turkey and Pakistan operations, we have activated the use of this digital platform which enables the optimization of sales team and distribution team routes in all CCI countries. Thanks to this system, which allows the routes to be visited quickly and in the shortest distance, we are reducing our carbon footprint by shortening the daily trips of sales and distribution vehicles and increasing efficiency by saving time.
Our CCI Next Mobile Application for traditional channels and on-premise consumption channels in Turkey enables our customers to enter their own orders from their mobile devices at any time. This allows optimization of customer visit frequency for our sales representatives and the decrease in the number of physical visits enables more efficient field applications to be performed.
With our innovative and excellent field applications, we aim to be a sustainable business partner that provides the best service in the fast-moving consumer goods industry.
We continue to monitor the performance improvements of our countries with One Number Execution Score reporting that includes 10 criteria under four main headings: availability,field application success, cold availability and efficiency.
Right Execution Daily (RED)
We use the "Right Execution Daily (RED)" system to provide our products to our customers and consumers in themost effective way. The RED system contributes to company growth by following 4 basic steps. These stepsconsist of "Best Practices at Outlets", "Merchandising", "Reporting and Analysis" and "Coaching".

In order to turn our company strategy intoreality at the sales points and prioritize the sales point when creating ourstrategy, we continued to successfully implement our "Right Execution Daily" (RED) project in 2020 in all our operations. While we increased thecapacity and performance of REDproject every year, we effectively followed the organization and display standards and practices at our salespoints, thus bringing our customers and consumers together with our products inthe most effective way.

In 2016, we initiated a digital transformation in RED processes and started to follow and develop ours in-store applications with photo recognition technology. Thus, we provide instant access to our in-store applications through field photos taken by the sales team and quickly capture visibility and availability opportunities that will increase our sales. This technology has enabled us to increase our sales coverage with more than 95% accurate reporting. At the same time, thanks to this technology, we get more accurate data in less time compared to data collection by survey method carried out by agencies, and as a low-cost option, it allows us to cover more customers. Therefore we are able to balance quality and efficiency in our processes.
After successfully implementing this technology in Turkey in 2016, we started to use it in Iraq in 2017, Azerbaijan, Kazakhstan, and Kyrgyzstan in 2018, Jordan and Pakistan in 2019, and Tajikistan in 2021. This means that we have moved the photo recognition tool with excellent applications to our sales points in almost every region of CCI for the purpose of increasing sales.

Communication With Our Customers

We use communication platforms suchas CCI Customer Interaction Center,Corporate Whatsapp Line and company website to offer a close communication for our customers. We also conduct surveys and organize customer visits at certain periods.
Customer Trainings
14 customer development training meetings were held for 250 participants in Turkey.
CCI Customer Interaction Center
The mission of the CCI Customer Interaction Center is to understand and meet the expectations of customers and distributors across CCI geography. Within the scope of Customer Feedback, customer complaints and suggestions submitted to our center are recorded and evaluated by our employees and analyzed after escalation to the relevant units. Here, actions are defined and implemented to solve the problem, and permanent solutions are developed for the future.
Some examples:
  • • We manage the new customer process with the various flexible workflows we developed. We follow all new customers through the Customer Interaction Center.
  • In order to ensure customer satisfaction and continuity, we make a follow-up call to check the satisfactionof all customers who called the Customer Interaction Center (except for cases of cooler failures) once the problem is resolved.
  • We analyze all calls instantly, preparesolution-oriented reports according to subject groups and we try to solve the issues in the first contact.
  • We monitor our service and quality level on a daily basis and keep customer satisfaction at a high level by intervening as necessary
The service performance of the Customer Interaction Center is reported to senior management on a monthly basis, the budget is allocated towards the planning of resources (technology, human resources investment) for improving performance and process.

In 2021, we improved the Customer Interaction Center in order to provide better service quality. We implemented changes that will allow our customers who do not speak Turkish to reach us with English and Arabic language options.

We also commissioned Video Technical Service and offered live support to our customers who had problems with cold drink equipment failure. Additional developments include offering the customers who call us the opportunity to score us systematically.
In order to create an additional channel to our Customer Interaction Center that provides voice service, we also started service over the Corporate Whatsapp which also allowed our customers to transfer images and photos. We made automated calls (IVR) to update the customers that the records opened upon their call are being followed up and that the process continues, therefore it became easier for our customers to keep track of their records.

In summary, 340,000 service requests were received for different topics such as customers (both existing customers and leads), distributors, fleet, finance, etc. in Turkey. In addition, our Customer Interaction Center made 120,000 outbound calls to check the satisfaction with service levels and cooperated with the relevant functions to take the necessary actions as a result of feedback and surveys.
Customer and Distributor Satisfaction
Through the Customer Engagement Surveys (CES) that we regularly conduct to gauge customer satisfaction within CCI’s area of operations, we ask our customers to assess both our performance and that of our competitors, by means of which we can see our customers’ satisfaction level through their eyes. These surveys help us compare the service that customers expect from us with the adequacy of our existing services, and identify the elements that give rise to satisfaction, as well as those that lead to dissatisfaction. We have been performing our Customer Engagement Surveys annually in Turkey and once every two years in Pakistan and Kazakhstan while other CCI countries have been conducting the survey less frequently. 2021 marked a paradigm shift in how we conduct the Customer Engagement Surveys where in we conducted CES across most CCI markets (8 countries) at the same time with a standard methodology, approach, and processes. We conducted personal interviews with +11,000 customers from 3 channels across Turkey, Pakistan, Kazakhstan, Iraq, Azerbaijan, Kyrgyzstan, Jordan, and Tajikistan.
In total, +280,000 hours of interviewing were done to listen to the voice of our customers to ensure that the necessary steps are taken to further develop our customer services.

We expand and develop joint business plans with our distributors. We provide training to help them understand the TCCS and CCI business processes. Distributor Satisfaction Surveys are conducted each year through a third-party service provider to evaluate the satisfaction levels of our distributors. As a measure of our corporate reputation, surveys inform us of our strengths and weaknesses in terms of our partnerships with our distributors and our ability to manage distribution networks.
We conducted one-to-one interviews with +11,000 customers from 3 channels in Turkey,Pakistan, Kazakhstan, Iraq,Azerbaijan, Kyrgyzstan, Jordan and Tajikistan.
Distributor Business DevelopmentBook (Big BOOK)
Big BOOK will be a guide in whichwe provide our new distributors the information they may need, from company establishment stage to the operational processes and it will also allow existing distributors to review and improve their processes.
Swipe left to view the chart.
Swipe left to view the chart.
Distributor and Sales Representative Trainings
We help our distributors develop sales capabilities to contribute to their sustainable improvement. We provide CCI distributors and sales representatives with both in-class and online trainings to help them improve their sales capability.

An online training system was launched in 2018 for our sales representatives to enable the newcomers to better understand the TCCS and CCI business processes and responsibilities. The content of online training is "Basics of the Coca-Cola System", "A Day of a Seller","Merchandising and RED", "Trade Math" and "Dealing with Complaints".
Iraq
Channel Prioritization
Since 2020 we continually monitored the market dynamics channel/ Sub-channel performance to identify the growth opportunities.
Coke Club For Traditional Retail
The main purpose is to Excellence the Execution, focusing on Cooler/display/ & Sales performance. Launched Pilot in Baghdad.
The plan is to expand to cover all regions in 2022.
Modern trade channel has grown significantly in terms of outlet count and volume, mainly due to shifts in consumer habits We continue to work on being available in every outlet, and prioritizing multi packs.
For On-Premise Channel, we are targeting High Traffic Fine Dining restaurants, e-commerce platforms, and combo meals to drive frequency and build loyalty.
Kyrgyzstan
HORECA Summit
Jointly with HORECA Club organization, we initiated HORECA Summit, where we gathered 90+ top customers.
With the help of interesting program and special speakers, such as representative of Burger King Turkey, Glovo food aggregator and others, relevant and important themes, from e-commerce development to green technologies innovation in OP sector were discussed.
Distributor Development Program
Development of our Distributors are extremely important for our company.
In 2021, jointly with Manas University, we organized special development program for our 23 Distributors, which took place in Bishkek Manas University.

During 3 days, university professors shared many useful information related Finance, Sales and Marketing topics.
E-BLITZ and RED CUP Project
Execution is very important for CCI Kyrgyzstan, and in order to support it further we initiated 2 projects: E-blitz and Red Cup.
RED cup is a voluntary competition between our pre-sellers, to share their best practices from the field and increase RED KPIs. E-Blitz project was initiated as an e-version of the regular blitz in a COVID 19 environment, for the functions employees. Volunteers were equipped with POP materials, and after the working day, they executed neighborhood traditional outlets. This project was a tool to engage and motivate non-sales employees to feel a part of One Team and add their contribution. Both projects positively impacted RED KPIs, increasing the RED Score up to 81% as a result.
Customer Loyalty Program
Customer Loyalty Program
Customer Loyalty is the one of most important priorities of our company. In 2021 we organized a Customer Loyalty Program for conventional channel and on-premise consumption channel customers across Kyrgyzstan.
Jordan
Key Account Visibility: Excellence in Special Execution:
With the new branding of Coca-Cola in mind, CCI Jordan invested in high-end presence with premium on ground material installed as a main attraction for B2C, mainly to improve visibility at POS, drive trial, increase TOM awareness.
CCI Jordan Establishes Digital Presence by Partnering with Big Key Accounts:
As a way of utilizing customer resources efficiently, and with the rise in demand when it comes to E-commerce, CCI Jordan signed mutually beneficial partnerships with multiple big key accounts including Cozmo, T-Mart, and more. Hence, increasing sales and brand salience and relevance by expanding into the digital realm.
CCI Jordan takes part in HORECA JO 2021:
HORECA is the largest exhibition for the Hospitality and Food & Beverages Service industry in the area.

The exhibition takes place annually—CCI Jordan occupied a large central booth among many big brands.
Kazakhstan
CCI NEXT/RED BOX
CCI Next/Red Box online platform was launched in KZ in October. The platform enables traditional trade customers to participate in promos and make online orders. Currently, CCINext/Red Box works in 5 cities: Almaty, Shymkent, Nur Sultan, Karaganda, and Atyrau.
ASA (Artificial Sales Assistant)
ASA launched in CCI Kazakhstan as of November 2021. It is a suggested order system that works with respect to the defined rules for every outlet pre-seller visits.