Coca-Cola Germany implemented the Salesforce Customer Success Platform to better connect its employees to customers. The platform provides a single connected view of customers through mobile apps that allow field reps to access customer data and place orders from customer locations. It has improved customer service, sales, and marketing efforts by enabling faster communication and decision making. The Salesforce platform has helped Coca-Cola Germany streamline business processes and increase sales through more personalized engagements with customers.

1. With one platform, Coca-Cola
Germany is 100% connected to
its customers.
A Salesforce Case Study
Germany

2. Coca-Cola Germanyis one of the largest
Coca-Cola bottlers in the world. And its success is due, in
large part, to an obsessive focus on customers. To stay
competitive, the company needs to consistently improve
bottling, distribution, and customer experiences.
The challenge is that Coca-Cola Germany’s business isn’t
just inside a bottling plant. It’s out in the field, spread out all
over thousands of cafes and retailers. Which makes rapid
communication difficult. So it’s always on the lookout
for more innovative and efficient ways to keep everyone
connected with their customers.
“The most dangerous place to make a decision is in the office.
You need to make the decision where the customer is.”
- ULRIK NEHAMMER | CEO

3. The Customer Success Platform
in Action at Coca-Cola Germany
Recently, Coca-Cola Germany searched for a solution that connected employees
to data, devices, and customer interactions. Employees tested and evaluated
systems all around the world. Unfortunately, they found that none of them were
100% connected, which was critical. Then they discovered the Salesforce Customer
Success Platform. It was the best option that gave them the speed, functionality,
scalability, and connectivity the company needed, with a fully-mobile experience.
So far, it’s been a game changer.
“A great brand coupled with great
technology. Some might call it a new
Secret Formula.”
- ULRIK NEHAMMER | CEO

4. Coca-Cola Germany is a company that’s laser-focused on sales. A key
priority for the company is to always refine the sales process from top
to bottom to be faster, more personalized, and more precise. And with
Salesforce, the company is now able to achieve all three.
Before field reps visit a retailer, they’re now more prepared than ever. They
have in-depth customer information at their fingertips wherever they go.
A custom app allows them to plan, prepare, and execute meetings faster
and with more accuracy. They can even map the retail location, check the
inventory, and success potential (RED score) of the account or the order
history. This same app also provides guidance for relevant questions to ask
during the visit.
Once field reps are with a customer, the app shows them the top things
that need to be surveyed, including cooler and Coca-Cola inventory. Based
on the inventory survey, new orders can be placed right in the app for
more bottles or new coolers. And starting later in 2015, sales reps will even
be able to use augmented reality to visualize what new coolers will look
like in the store. With all this intuitive technology on demand, Coca-Cola
Germany is able to instantly close deals and increase sales right at the
most important moment - when reps and customers are together.
ULRIK NEHAMMER
CEO
SALES
Everybody either
sells, or helps to
sell Coca-Cola.

5. Salesforce helps Coca-Cola solve customer issues faster for a better
customer experience. If an incorrect delivery occurs, it used to take days
just to get a clear understanding of the problem. Now all the delivery
information is instantly available to the customer, the sales rep, the
distribution manager, and even the CEO. So the right team of experts
can swarm on problems, identify potential solutions, and resolve them in
minutes instead of days.
With Salesforce, Coca-Cola Germany can further ensure that any
employee who’s with a customer has access to the most up-to-date
information and best practices. That way, questions can be answered
immediately at the customer site.
SERVICE
Everyone needs to
have the customer
in the center of
everything they do.
ULRIK NEHAMMER
CEO

6. The Customer Success Platform helps Coca-Cola Germany execute
its marketing initiatives more quickly and more efficiently, leading to
increased sales. Later this year, a virtual reality app will enable the
marketing team to tailor the ideal merchandising and display mix to each
individual customer. So the sales rep can walk into a store armed with
a visual proposal of the ideal product setup. This translates to higher
average sales for every customer.
This year, Coca-Cola Germany will also start to run a custom developed
digital program aimed at Immediate Consumption customers like cafes,
restaurants, hotels, and kiosks. As part of this program, a consumer facing
app called GetHappy will be launched. GetHappy rewards new and repeat
visits in retail outlets through a digital loyalty card and other engagement
opportunities. This simple point system helps Coca-Cola Germany’s
customers remain relevant with their target audience and drives traffic
from the mobile app to the physical customer outlet, increasing sales.
MARKETING
MARCUS FRANKE
CIO
With Salesforce,
we ensure that
everyone has
a complete
customer view.

7. COMMUNITY
With Salesforce we
have information
exchange, instantly.
Chatter helps everyone in the company stay connected all the time,
wherever they go. Since everything is connected and running on
Salesforce, Coca-Cola Germany employees can share information in real
time and everyone can see what’s happening with the customer while
it happens.
Ulrik Nehammer, CEO, calls this type of rapid, fluid collaboration
“connecting the dots.” Whenever there is an issue or change in a customer
delivery, everyone will see the update instantly. The sales rep, distributor,
and customer can collaborate to work through the issue. And company-
wide business can move much faster because everyone is on the
same page.
MARCUS FRANKE
CIO

8. ANALYTICS
We have billions
of transactions
every day.
Coca-Cola Germany generates billions of data points that are collected
every day through the mobile application used by field reps. The
information helps to find which customers and prospects have the
highest potential for new sales. Sales reps can also predict where
additional coolers will be most profitable to maximize sales of Coke
products at each locations.
Information gathered is evaluated through custom dashboards. Through
Salesforce, Coca-Cola Germany calculates the overall health of each
retailer with a RED Score. RED Scores are based on everything from
inventory to past transaction details and they allow Coca-Cola sales reps
to instantly take action at the location they serve. Dashboards, like RED
Score, are enabling Coca-Cola Germany to make better, more profitable
decisions in less time.
ULRIK NEHAMMER
CEO

9. Coca-Cola Germany is completely disrupting the beverage industry
with innovative mobile apps built on Salesforce. Sales are increasing
with a mobile app that helps sales reps maximize the potential at each
retail location. Marketing is having more impact with a mobile app that
makes it fun and engaging to visit more Coca-Cola retailers. Service
is completely customized with a virtual reality mobile app that shows
retailers exactly how Coca-Cola products will look in their stores.
The Salesforce Customer Success Platform is 100% connected, scalable,
and mobile. It’s the only platform that offers the speed and flexibility that
Coca-Cola Germany needs to run its business. The company can now
build custom apps as fast as employees can come up with them.
KAI UHLEMANN
HEAD OF MOBILE
APPS
Salesforce is a rich
platform for us...
Now we can add
functionality when
we need it.

10. THE CUSTOMER SUCCESS PLATFORM has helped
Coca-Cola Germany move faster and orient all of its
key decisions around the customer. Now it can connect
customers, distributors, sales reps, and employees instantly,
on any device. Since everyone and everything is connected
on one platform, Coca-Cola Germany can go from idea to
app very quickly and engage its customers like never before.
“We are only limited by our own ideas, not technology anymore.”
- KAI UHLEMANN | HEAD OF MOBILE