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Keurig, Incorporated—a wholly-owned subsidiary of Green Mountain Coffee Roasters, Inc.—is a leading manufacturer of gourmet single-cup brewing systems for both at-home and away-from-home use, predominantly in North America. Green Mountain Coffee Roasters supports local and global communities by offsetting 100% of its direct greenhouse gas emissions, investing in sustainably-grown coffee, and allocating at least five percent of its pre-tax profits to socially and environmentally responsible initiatives.
"Oracle's Siebel CRM provides visibility into all sales activities, helping us convert more leads, improve customer satisfaction, and grow our business in both the away-from-home and at-home market segments." – Kevin McNamara, IT Director, Keurig, Incorporated
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Challenge
- Provide a tier-one customer relationship management (CRM) platform to support the specialty coffee company’s sales
- Enable Keurig to leverage its success in the "away-from-home" market to build business in the consumer/at-home market
- Market single-cup brewing systems directly to consumers via the Web and establish a call center to support their needs
Solution:
- Leveraged Oracle’s Siebel CRM applications to assign leads to the right authorized distributor and convert more than 40% of the leads that came in through the system into sales.
- Improved visibility, enabling Keurig to track all sales activity across both away-from-home and at-home lines and determine how many customers are in trials or in negotiation.
- Used Siebel Contact Center to provide customer service agents with access to customer order and call history, as well as visibility into actual Web accounts—so agents see exactly what the customer sees and can more easily address inquiries.
- Used workflow capabilities to route customer queries to the right business area, helping process more than 1 million calls each year and maintain higher than 90% customer satisfaction.
- Provided authentication functionality so agents can send certain products or coupons based on their unique roles.
- Used Siebel Sales to identify and analyze customer concerns and determine if the company needed to develop marketing campaigns to address them.
- Updated customer data—including new contact information and product orders—directly into Keurig’s Oracle/PeopleSoft enterprise resource planning (ERP) system for end-to-end visibility and data accuracy.
Products Used
- Siebel Contact Center
- Siebel Sales
- Siebel Service
- Integration to PeopleSoft SCM, Financials, and HR
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