Leading food production company needed to orient its digital strategy with a greater focus on the customer, especially the more than 60,000 customers in traditional and food service channels.
There were several concerns regarding the standardization of technological tools between channels, the real understanding of the pains of these customers and their motivations of choice and the incorporation of greater intelligence and automation for a more agile and assertive decision making.
The main goal was to build a digital roadmap focused on the commercial and sales area, through the understanding of the customer journey and the identification of opportunities for improvement in the management and value proposition of customers through technology and data.
Digital transformation was adopted in language but not in practice.
We began by conducting a survey with the Traditional Channel and Food Service, with the objective of mapping their customer journey. At the same time, technological tools and opportunities for incorporating intelligence and automation were also identified. A roadmap was prioritized, which contemplated the renewal of the e-commerce channel, the consolidation of the inter-channel sales tool, the generation of dynamic segmentations and the incorporation of models focused on cross and upsell.
channels: Traditional and Food Service
interviews with customers from different channels
New customer service model that modifies customer service based on customer behavior and potential
Generation of a tool to capture new clients from models with external information.
Complete redesign of B2B e-commerce and launching of B2C e-commerce
Automation of various logistical and reporting/data processes
Creation of a working group with the IT area for the creation of new customer databases to improve decision making.
Permanent implementation of a digital committee to monitor and control digital initiatives
We have worked end-to-end developing and implementing digital strategies for leading companies in the region"