Engaging CPG Customers and Consumers using the World's Most Innovative Platform

Justin Wilson - salesforce.com Sinem Dorter - Coca-Cola Enterprises Sanjay Singh - Johnson & Johnson Vision Care & LifeScan Aldrin Fernandes - Johnson & Johnson Vision Care & LifeScan

Web Store Community Email Social Mobile Product Events

Connected Employees

Connected Customers

Connected Partners

Connected Consumers

Companies Create 1:1 Experiences with Consumers and Customers

In the Internet of Customers

Transformation of the Customer Journey Sinem Dorter Director, IT Strategic Initiatives

Coca-Cola Enterprises Company Overview

Coca-Cola Enterprises is the leading Western European marketer, distributor and producer of non-alcoholic beverages. It is one of the world’s largest independent Coca-Cola bottlers.

▶  17 manufacturing sites ▶  13,000 employees ▶  $8.1 billion revenue ▶  40+ Brands ▶  12 Billion bottles and cans

per year ▶  170 million consumers

What we do Produce Sell, Service &

Merchandise Direct &

Indirect Delivery

Relationship with The Coca-Cola Company

Production/Distribution Marketplace Execution Community and Customer Marketing

Franchise Leadership

Brand Development & Innovation

Consumer Marketing

Long-term, sustainable,

profitable growth

Coca-Cola Enterprise’s Digital Strategy Drive growth of our brands, products and services with our customers, consumers and employees

Drive growth of our brands, products and services with our

customers, consumers and employees

Next Generation Productivities

Commercialization Opportunities

Drive

GROWTH Fund Create

Engage

Grow engagement with all business constituents

Attracting consumers to our customers, products,

and brands

Transforming the Customer Journey

Customer/Equipment Onboarding

Customer Relationship Management

Customer Engagement

Online Selling

Engagement 2.0

Campaign Management

… …

Call Centers

Technical Services

360 Connect (CRM) Program Overview

Review & Planning

•  Performance Review •  Longer-term Planning •  360 Customer View

•  Short-term planning •  This week’s account & contact

details •  Account look-of-success scores •  Account & visit next call

objectives

•  Surveys & measurements •  Equipment audit •  Photo Recognition

in field Pre-visit In the outlet/store @Home/Office

Pre-visit Check In-Store Execution

Achievements and Key Learnings

Cross-country collaboration

Look-of-success calculation

Automatic next call objectives

Mobile Enablement

30-minute time

saving per day

Key Learnings

•  Engage Business early •  Develop reports before, not after Go-Live •  Focus on the UI/UX as much as the

functionality

Next Steps

•  Integrate indirect order taking •  Integrate case management •  Mobilize customer onboarding process

Customer Engagement Program Overview PRO avec vous is a leading practice within Coca-Cola Enterprises:

https://www.youtube.com/watch?v=y7g1IpCemo0 1 2 3 4

Subscription Setup of levers Earning points Burning points

Product range Menu

Merchandising

Confirmation of levers

CCE equipments, services…

Online store www.proavecvous.fr

Customer welcome pack for PRO avec vous members

Regular emails & news to maintain interest…

Declaration of actions: Sales Rep/call center/ proofs sent

by outlets

Achievements and Key Learnings

1-3-3 (POC-Pilot-Prod)

Cross-functional collaboration

User experience

Mobile Enablement

15K+ members

in one year

Key Learnings

•  Engage your customer and sales force sooner than later

•  Mobile is the key to success •  Invest in UI/UX for engagement

Next Steps

•  Simplify onboarding process •  Integrate engagement and online selling •  Continue to invest in mobile

The Digital Sights Sanjay Singh – Sr. IT Director EMEA - Johnson & Johnson Vision Care & LifeScan Aldrin Fernandes - Head of Digital EMEA - Johnson & Johnson Vision Care & LifeScan

All about Johnson & Johnson and Vision Care “Caring for the world, one person at a time…inspires and unites the people of Johnson & Johnson.” Global Life Sciences Company • The world’s sixth-largest consumer health company • The world’s largest and most diverse medical devices and diagnostics company • The world’s fifth-largest biologics company • And the world’s eighth-largest pharmaceuticals company More than 275 operating companies in more than 60 countries employing approximately 128,700 people. Sales (2013): $71BN About Vision Care: Makers of ACUVUE contact lenses. Sales (2013): $ 2.9 3BN

SFE

eDetailing

Integrated Analytics

Dx Ordering

Salesforce

Building the circuit board …

SAP   Compliance  Wire  

GoogleMap  Locator  

“When  I  think  back  to  that  mee/ng  at  the  beginning  of  March  in  Heathrow  –  

We’ve  come  such  a  long  way.”    VP  of  Marke+ng

And the Results!

System Stability

94% 100%

User Adoption Rate: (Ave Logins Per Week)

6.78 25 (4x increase!)

Weekly Admin Time:

12.4hr 9.2hr (33% reduction!)

Mobility

SFDC Mobile SdK

LensPal™

Mobile Credit & Collections

60% reduction in proof of concept

and build time

DRUPAL (Content Management + Presentation Layer)

MyAccount

MyPractice

My Resources

MyAccount for KA

My Events

My Learning

Campaigns

My Orders

Acuminder

MyFirst30

eCRM

ECP Locator

Digital

My Account Login:

33 sec 3 sec

Homepage Load Time:

15 sec <2 sec

Time to create a Statement:

12mins 1 min

Customer Slow Pay Gap:

21d 9d

And all for $35k! MyFirst30

Campaigns

Mobile Digital

Digitaly Powered Consumer Journey How digital is used in the Vision Correction journey

Eye Health Awareness

Brand Consideration Trial Advocacy

Reach Activate Convert Engage

Search /Social/Mobile Content Campaigns Tools

Driving Free Trials – to Fits – to Category Growth How Salesforce is used in the Vision Correction journey

www.acuvue.co.uk/freetrial

How Salesforce drives category retention and customer loyalty Retaining Trial Fits – My First 30 days

www.acuvue.co.uk/lenspal

Aldrin Fernandes LinkedIn: www.linkedin.com/in/aldrinfernandes

Sanjay Singh www.linkedin.com/in/sanjaysinghsa