Cognizant's 2021 AWARD FINALIST CASE STUDY: Best Achievement in Operational Excellence to deliver an outstanding Customer Experience Excellence

Customer Experience and Revenue Excellence for Leading Food & Beverages Company

The client is one of the world’s leading food and beverage companies serving more than 200 countries and territories around the world.

Cognizant embarked on a digitally enabled customer experience transformation journey with one of the leading food and beverage companies. The Cognizant team managed 170,000+ Client’s Partners (that includes restaurants, retail stores and distributors who sells Client’s F&B Products) to provide a seamless end-to-end experience. This included partner acquisition, onboarding, sales support, delivery fulfillment, and retention. As part of the engagement, multiple digital transformation initiatives leveraging Omni Channel platform implementation, Robotic Automations, AI and Advanced Analytics were implemented. This gave the client an 8% increase in average order value from the partners, a sales increase totaling about $100 million in 2020 and more than 60% adoption of partners through web channels improving delivery on time.

Client/Business challenges:

The core solution construct was established to significantly move the client’s operations to digital and help them achieve higher revenue growth.

Managing 170K+ Partners, their end-to-end interactions with consistent interaction experience was a challenge.

There are a lot of manual touchpoints in the end-to-end interaction with Partners from Partner Acquisition, On-Boarding, Sales support, Delivery coordination, and customer retention.

Creating a Digital experience for the customers in the end-to-end value chain and working through
resolving various bottlenecks such as delivery delays and order fulfillment delays is critical for customer retention and increased sales.

Project/solution implemented:

Four major transformation areas were successfully delivered:

• E-commerce portal
• Omni channel deployment
• Marketing automations
• Advanced analytics

As part of the transformation, Cognizant provided the following services to the client:

1. Automation
a. Areas of implementation: Supply chain, sales, e-commerce, finance, and audit control
b. Effort saved for the client in 2020: 130,000-man-hours (Enterprise & Contact Center)

2. Web Deflection
In addition to the existing Omni channel, platform features such as chat support and co-browsing were implemented. These features improved user experience and reduced the team’s troubleshooting and partner assist calls handle time by 30%. This also improved the conversion rate by 5%.

3. Data Analytics & Prediction
Cognizant implemented predictive and prescriptive analytical solutions to solve key problems impacting customer base, sales revenue and retention efforts generating a revenue of approx. $12 million.

Client Testimonial:

Partner feedback:
“…I just placed an order today for probably 30 to 35 SKUs. She reminded me of about five more SKUs that I forgot to order. If it wasn’t for her I would have not ordered 5 more SKU’S and over 130 cases. Just makes me understand how easy it is to order with her …”

Organizational Learning:
• Created a unique and first of its kind transformative solution implemented for the client’s business.
• Increased focus on customer centricity creating a positive impact on customer’s business and overall revenue.
• Innovated a relevant solution particularly for sales operations.
• Created reusable solutions and assets that can be replicated in newer engagements thereby adding to the in-house skill base. This will allow reducing costs in outsourcing any potential work for similar sales operations for existing or potential clients.