The document discusses a product information toolkit that aims to provide consumers with product information through multiple contact channels in a way that delights customers. It outlines how a product information management system integrates people, data, systems, and content to deliver information through various channels like call centers, websites, email, social media, and marketing programs. The goal is to effectively manage product information across these channels using customized content and experiences for consumers.

1. Product Information
Toolkit

2. Product Information
Toolkit
Making consumer care more delicious

3. Product Information Goal:
Provide product information anytime,
anywhere, any way via multiple contact
channels, with content that meets
information need in formats and style to
delight the consumer

4. Product Information Management
People
Data
Systems
Content

5. Product Information Management
People
Data
Systems
Content

6. Product Information Management
People
Data
Systems
Content

7. Product Information Management
People
Data
Systems
Content

8. Product Information Channels
‘Communicating with Flavor’ call center scripts
and form letter content
Branded HTML wrappers for e-mail
correspondence
Kraft Foods Online Product Locator
Corporate and Brand website FAQs/‘Contact Us’
Social Media
Outbound Marketing programs

9. ‘Communicating with Flavor’ call center
scripts and form letter content
Sample complaint script Adding Flavor
Thank you for taking the time to visit us at Thank you for taking the time to visit us at
http://www.nabiscoworld.com and for letting me know http://www.nabiscoworld.com and for sending us your
about your experience. comments about Oreo cookies.
I’m sorry to hear you were not happy with the Oreo I’m sure that opening a new package of these yummy
cookies you purchased. I am sending you cookies, only to find that the cookies are stale, could
reimbursement in the mail for this product, which you ruin anyone’s day. I’m so sorry that you had this
should receive within 7-10 business days. experience!
The problem you described sounds like the product Nabisco takes special care when making this product
was not properly stored during distribution. We take but sometimes bad things happen. If cookies are
care at our manufacturing facilities to ensure that our exposed to excessive temperature during distribution
products are stored at the correct temperature and they can sometimes lose flavor and crispness. We
time frame until we are able to distribute them. Once want you to enjoy Oreos as they were always meant
our products are in distribution, the storage is out of to be, so I will be sending reimbursement which you
our control. If the product was exposed to excessive can expect in the next 7-10 business days.
temperatures it could cause the problem you I hope that you try our cookies again and that when
described. you do, you will raise a glass of milk and join me in
Again, I apologize for this experience. Thank you for celebrating the kid inside all of us. Happy dunking!
your loyalty and we hope that your next experience is
a good one.

10. Custom HTML wrappers for e-mail
promote product branding

11. Custom Product Locators enhance
satisfaction and increase sales

12. Custom ‘Contact Us’ FAQ pages create a
fully integrated brand website experience

13. Social Media Engagement

14. Outbound Marketing Programs
TACTIC
MAIL (Letter, Coupon, Product Sample)
SURVEY (Call Center, Online or Mail)
PRE-RECORDED CALL MESSAGING (Inbound Call Center – 1-800# Up-Front, IVR, On-Hold)
E-MAIL CAMPAIGN
OUTBOUND PHONE CAMPAIGN ( Live Rep with call scripting)
OUTBOUND PHONE CAMPAIGN (Automatic Dialer)
INBOUND PHONE CAMPAIGN (Live Rep -scripting based on product and contact reason code)
FOCUS GROUPS

15. Consumer Relations
Dept. website

16. Integrated Marketing Communications