1. Coca-Cola Enterprises
Success in a bottle
Mobile apps, online communities and streamlined
processes help Coca-Cola Enterprises increase
efficiency and profitability

2. Processes supported at
Coca-Cola Enterprises
A thirst for change
Coca-Cola Enterprises (CCE) has a vision: to
be the best beverage sales and customer
service company.“We want to delight our
customers and we want to win at what we
do,”says Kemal Cetin, Vice President for IT
at CCE.
CCE already has a winning proposition:
it is one of the largest Coca-Cola bottlers
in the world, serving eight territories in
Western Europe. To maintain this success,
the company is in the process of adopting
a multi-contact model that will enable it
to engage more frequently and effectively
with its customers to deliver its growth
strategy.
“We operate in a challenging and dynamic
market, and need to be highly adaptable
and responsive,”explains Cetin.“By
combining all our resources and contact
points, we can better understand the
needs of our customers and respond to
them with more targeted offerings.”
Salesforce is at the heart of CCE’s new
multi-contact approach. From the call
centre agent to the service technician
and the sales representative, Salesforce
connects people and information to
deliver a better customer experience.
“Taking a multi-contact approach is a
significant shift for our business, and with
Salesforce we’ve made quick progress,”
comments Cetin.
“We’ve been able to develop
very complex solutions in
less than four months and
deploy them across multiple
geographies in under a year.
With a traditional IT model,
this would have taken years
to achieve.”
In the space of five months, the company
developed an app that simplifies the
Introduction
Every year, Coca-Cola Enterprises provides around 170
million people in Western Europe with 12 billion bottles
and cans of soft drinks. To ensure every bottle and can
reaches its destination, the company needs efficient
processes, connected people and real-time data. Since
March 2012, Salesforce has been helping to meet this need
– and to make Coca-Cola Enterprises a more agile and
mobile company.
› Account creation
and customer
on-boarding
› Equipment
installation and
servicing
› Contact centre
operations
› Customer and
employee
collaboration
› Marketing
campaigns

3. Coca-Cola Enterprises – A Salesforce Case Study
account creation and equipment
installation process for new customers.
“As part of a pilot, we reduced the lead
time for installing new equipment by
50 percent and the on-boarding process
for new customers by 66 percent,”
confirms Cetin.
Expanding on this solution, CCE has
now set it sights on developing more
capabilities for its sales representatives.
The new app, which is based on Sales
Cloud and the Salesforce Platform, was
deployed to 300 users in the Netherlands
in July 2013 and 800 users in Great Britain
in September 2013, and will be rolled out
to CCE’s other territories by the middle of
next the year.
“Our goal is to further reduce the time
spent on administrative tasks and increase
customer-facing time by increasing
productivity. So far the pilot has exceeded
our expectations – which is great!”
As well as wanting to accelerate business
and IT change, CCE needed a solution
that would support its increasingly
mobile workforce.“Around 30 percent
of our people are mobile, which means
they need to be able to access and share
information while on the move,”
explains Cetin.
“Using the Salesforce
Platform and AppExchange,
we can quickly deploy
native applications that are
mobile-enabled.”
The company has already put Salesforce’s
mobile capabilities to the test with 600
of its service technicians. CCE doesn’t
just manufacture, bottle and market
Coca-Cola and other soft drinks; it also
installs and services around 600,000
vending machines and refrigeration units
for more than one million customers
across Western Europe.
Using Service Cloud and the Salesforce
Platform, the company has deployed
a mobile-enabled app that service
technicians use to retrieve their work
schedules and log updates in real time.
“We needed to increase the productivity
of the team, so we could accelerate our
ability to realise a new revenue stream by
servicing non-CCE customers,”explains
Cetin.
“The new app has also reduced the
administration time for each technician
by up to 50 percent, which means they
can respond to more requests in the same
timeframe, which means a quicker service
for our customers.”
Drinking in the
community spirit
For these and other efficiencies to be
realised, CCE’s new apps don’t just need to
be easy to deploy; they need to be easy to
use too.“User adoption is the fastest I have
ever seen,”reveals Cetin.“It takes less than
Tapping into new
revenue streams
66%reduction in time taken to
on-board a new customer
50%decrease in administration
for service technicians
50%reduction in installation time
for new equipment

4. Coca-Cola Enterprises – A Salesforce Case Study
a day for a user to be comfortable with
Salesforce.”
Strong integration with the company’s SAP
system is also fundamental for maximising
efficiency gains. Before CCE deployed any
apps or user functionality, it integrated
various back office processes to create a
solid foundation for future initiatives.
Such initiatives have included transferring
all service call centre operations to
Service Cloud and running telemarketing
campaigns on Sales Cloud.
“With Service Cloud, service
call centre agents have
access to all relevant
information in one
place: they can book
appointments, they can
raise issues and they can
keep customers informed of
progress,” adds Cetin.
Sharing information with customers will
be fundamental to the success of CCE’s
new multi-contact model. The company
launched its first customer engagement
platform in April 2013 in France and
attracted 10,000 customers within the first
five months. Based on Sales Cloud and
the Salesforce Platform, the community
enables customers to engage not only
with CCE but also other customers.
“The community has been a great
success and we hope to replicate this in
all territories,”reveals Cetin.“It helps our
customers understand us better, and helps
us to understand our customers better.”
Around 45 percent of all exchanges within
the community now happen on a mobile
device.
The Chatter factor
Internal collaboration at CCE has also
improved, this time thanks to Saleforce
Chatter.
“In a matter of a couple of months, it went
from zero to 2,000 people. Now, almost
everyone who is not working on the
production line is on Chatter – that’s about
8,000 people,”says Cetin.
By uniting people from different
geographies and disciplines, Chatter is
helping CCE to deliver on one of its other
objectives: to create an inclusive culture.
CCE has also extended Chatter usage to
some of its major customers, replacing
email messages with more interactive
exchanges.
“We didn’t have the opportunity to
collaborate like this before. Now everyone
can discuss ideas, opportunities and
issues in an open environment with a
flat hierarchy. For example, if a service
technician has a particular problem with
a piece of equipment, they can ask their
colleagues in another country for help
rather than sit poring through a manual,”
comments Cetin.
“Chatter is already helping
us to work better and I
see its role in our business
processes growing.”
Chatter is not the only area with room for
growth. To achieve its long-term goals for
increasing net sales and operating income,
CCE needs to continue to find ways to
maximise productivity and agility.
“We’ve already discovered that we can
achieve a lot in a short timeframe with
Salesforce,”comments Cetin.“Over the
coming months, we will be looking at
how we can leverage other capabilities to
drive our multi-contact approach forward
and deliver an even better service to our
customers.”
Products supported at
Coca-Cola Enterprises
› Service Cloud
› Salesforce Chatter
› Salesforce Platform
› Sales Cloud

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CCE is one of the world’s largest Coca-Cola
bottlers, operating in eight territories in Western
Europe. The company manufactures, bottles,
distributes and markets Coca-Cola products as
well as energy drinks, still and sparkling waters,
juices and juice drinks, sports drinks, and
ready-to-drink teas. It has 12,500 employees
and made net sales of around $8 billion in 2012.
About Coca-Cola Enterprises
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