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.
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.