In today’s always-on digital world, the relationship between brands and consumers has been transformed. Social media and the internet present huge opportunities for consumers and brands to build stronger relationships, but it’s not easy to get right. Coca-Cola
has embraced the challenge and, in Spain, has been rewarded for its groundbreaking work.
Coca-Cola Iberia recently scooped a Silver Stevie Award for Sales and Customer Service at a ceremony held in Las Vegas. The "Stevies" recognize the achievements of organizations and executives via ceremonies around the world.
The 9th annual Stevie Awards for Sales and Customer Service recognized the achievements of contact center, customer service, business development and sales professionals worldwide.
Coke's Iberian Consumer Interaction Centre (CIC) team scooped the Silver prize in the "Innovation in Customer Service" category for its new social engagement platform, "Loyalty 3.0 – Spreading Brand Love in the Digital World."
The Iberian CIC demonstrates how Coca-Cola
Iberia is at the forefront of Coke's strategy to engage consumers in real time. Loyalty 3.0 marks the next step in CIC team’s social engagement strategy, to a full-fledged integrated interaction center. Developed by digital consultancy agency Findasense, Loyalty 3.0 enables the team to proactively generate content and engage in real-time conversations with consumers on social networks, websites, email and telephone, 365 days a year.
A multi-disciplinary team in Madrid monitors and manages conversations across multiple social media channels, identifying opportunities (and threats) to our brand and then rapidly engaging with consumers through relevant and meaningful content. Meanwhile, a brand planner ensures all communication is in line with our brand values and overall business strategy.
By working across company departments, including Consumer Care, Public Affairs & Communications, Marketing, Shopper, Legal and IT, the CIC ensures an effective work process and optimal use of resources.
Belén Martínez, CIC manager, Coca-Cola
“Loyalty 3.0 is a pioneering service in Europe, a social engagement platform
that detects opportunities, mitigates risks and cultivates long-term, trusting
relationships with all of our audiences.”
In 2014, the CIC team
engaged in 410,000 social media interactions and managed to build positive
relationships with more than 150 Twitter influencers. The new strategy is also proving a highly cost-effective communications tool.
In 2014, the CIC team engaged in 47,000 contacts by phone, email and online.
“We would like to thank everyone involved for their excellent work
and commitment to making our customer service program a success," Belén adds.