Salesforce for Service

Service Cloud - Nestlé’s consumer engagement journey

Jan Detert -

Philippe Aba

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Getting support is painful, time consuming, and inconvenient

Today, Customers Avoid Support

Which product are you

calling about?

How can I help you today?

Can you hold while I look

something up, please?

Let me transfer you to one of

our specialists. Can you hold?Hello, who am I speaking with?

Can you tell me about

your problem?

Have you tried following our

troubleshooting instructions?

Convenient

Disruptive Companies Use Service to Transform the Customer Experience

Contextual Conversational

But Delivering a Great Customer Experience is DifficultService solutions built for transactions, not conversations

Case

Sales Data

Knowledge

Base

WFM

ERP

Your Customers

Communication channels

Your Agents

Intelligence Empowers Agents with Real-time SolutionsSurface insights and answers instantly for agents to deliver conversationally across channels

Your Customers Your Agents

Case

Sales Data

Knowledge

Base

WFM

ERP

Connected, Intelligent CRM

Platform

Communication channels

The world’s #1 intelligent customer service platform

Welcome to Salesforce for Service

Personalized Productive

Service conversations

for customers

For agents, managers &

mobile workers

Predictive Connected

Powered by AI and

intelligence

On one intelligent

platform

Deliver Intelligent Service Conversations Across Every Channel

Low Touch Conversations

No Touch Conversations

High Touch Conversations

Field Service

Lightning

Omni-channel Routing and

Supervisor

Social Customer Service

Self-Service Communities

Connected Products

Service Journeys

Service Analytics

Cross-sell & Upsell

Service Bots

LiveMessage

Agent Console

eCommerce

Average Percentage Improvements Reported by Salesforce Customers

Salesforce for Service Drives Customer Success

Source: Salesforce Customer Relationship Survey conducted 2014-2016 among 10,500+ customers randomly selected. Response sizes per question vary.

Decrease in

Support Costs

22%

Customer

Retention

+ 26%

Agent

Productivity

+ 28%

Faster Case

Resolution

+ 31%

Increase in

Customer

Satisfaction

+35%

Salesforce Continues Leadership in Customer Engagement

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Magic Quadrant for CRM Customer

Engagement Center

April 2017

Analyst(s): Michael Maoz, Brian

Manusama9 Years

in a row

A L E A D E R

Engaging consumers

How Nesté is transforming and personalizing the consumer

experience

Personalization Through Services:From Engage to OMNI

September, 28th 2017

Jan DetertPCE Service Manager – Nestlé

Agenda Nestlé Group

Personalized Consumer Experience Nestlé

Engage as part of Personalized Consumer Experience

From Engage to OMNI

Case Study: machine learning for process efficiency standardization

14

Nestlé ambition

Enhancing people’s quality of life…

… through nutrition health and wellness…

… with science-based innovations

02/10/2017

Nestlé Corporate Presentation

Nestlé at a glance

02/10/2017

CHF 88.8 billion in sales in 2015

1 billion Nestlé products sold every day

Named one of “World’s Most Admired Food Companies” in Fortune magazine for the 19th consecutive year, Nestlé provides quality brands and products that bring flavor to life every day.

Nestlé Corporate Presentation

17

335,000Employees worldwide

2,000+Global and local brands

440Factories worldwide

196Countries with Nestlé products

What is Personalization @ Nestlé?

Personalization is tailored communications and experiences across channels to be highly

relevant to individuals, what they are doing and the context in which they are doing it.

ContextualSeamlessDynamic UniqueData-powered

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Service – deeper engagement, personalization

CONSUMER NEED

• Make my life easier

• Make me feel like I

matter

• Give me tangible rewards

• Anticipate my needs –

saving me effort

• Guide me through my

brand and product

experience

WHERE BRANDS

CAN HELP

• Inspiration &

recommendation

•Support

•Educational advice

•Automated, easily

repeated tasks

•Transparency through

access to my data

•Personal services &

offers

CONSUMER

EXPERIENCE

19

ENGAGE in a Nutshell

ENGAGE is at core of

Consumer Engagement

Services (CES) whose

objective is to maximize the

future value of business by

interacting and engaging

efficiently with consumers

across all contact points.

• ENGAGE manages multi-

channel consumer

contacts from end-to-end

and is a database to

store the full history of

consumer contacts (in

accordance with local

consumer data retention

policies).

• ENGAGE is Nestlé Global

solution for Consumer

Services based on

Salesforce.com Service

Cloud as a core module

supplemented by several

Salesforce.com modules

(Social Customer Service,

Knowledge base, etc.)

Transformation from the traditional Consumer Services function to the digitally

savvy Consumer Services that brings new value proposition for consumers

and internal stakeholders.

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Engage and CES as part of PCE: Four Pillars

CONNECTMEASURE

&

OPTIMIZE

Enabling Communicating

with the Brands for

satisfaction, inquiries, in

the first step pf their

engagements

CONSUMER

DATA

RESPOND

&

ENGAGE

Making Sure the Voice of The

Customer is heard and enabling

the Contact Center to respond

and re-engage

Providing Access to Consumer

and enriching profile enables the

right access to all PCE

dimensions

Capability of assessing

the services performance

through Surveys,

Consumer Feed-back and

Service Experience feed-

back

ENGAGE: A multi-channel Consumer Services Platform

Consumer Services Solution

Script

MgmtProcess

MgmtFulfillment

Survey

MgmtReports &

Entitlement

Roles &

Profiles

Consumer

Mgmt

Consumer

Contact

Mgmt

Knowledge

Mgmt

Crisis

Mgmt

Collaboratio

n Mgmt

Core Capabilities

Benefits

Multi-channel consumer engagement …

… going beyond traditional channels.

Reducing local maintenance and support …

… support level is provided by global team

Enabling structured collaboration …

… extended teams are able to work on the same

solution

Global solution evolution …

… markets evolve together and profit from global

strategy and initiatives

Increased automation ...

… lessen the manual operational processes and effort

53 markets have already joined the ENGAGE family.

Accenture is collaborating with Nestlé to develop, deploy, support and evolve Nestlé’s Consumer

Services Platform supporting Nestlé’s digital vision.

Engage by the Numbers

1585 Users 53 Markets 1,73 M Consumers

2013 Go-Live 2,3M+ Cases/Year

11K+ Case/Day

11% 1 Day

Cases

2% Critical

Cases

900+ Contact

Reason

23

Engage Global Presence

24

Markets Live

Live in

Jan 18

Omni-Channel Program• “... a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.”

• A response to the willingness of the Group to be able to orchestrate such efforts, to leverage common components and central investment, and to bring central functional leadership

• To support the Business Transformation of several Nestlé Businesses (e.g. Nespresso, Nestlé Waters, Nestlé Professional, Japan, NESCAFE Dolce Gusto, Special-T, Babynes,..) and Markets are serving and engaging with Consumers and small trade Customers in different sales channels and digital touch points

25

From Engage to Engage Omni

26

New Omni-Channel solution for the Group Contact Center, piloted at

Nespresso

Nespresso is the biggest Contact Center within the Nestlé Group in

terms of volume, activities and expectations

25MContacts x year

1500FTEs

1500Outsourcers

80+Markets

28 Languages

10%Total Order Taking

Engage Omni: Challenges and Journey

27

• From 5M contacts per year to a 25+M

contacts per year mission critical high

volume/high performance

• Nespresso Contact Center is the

business fallback for every other

platform: if Boutique, eCommerce,

Trade, self service, .. systems goes

offline then consumer calls the Contact

center who needs to be highly available

and highly fault tolerant

Main Challenges

• Consolidate an omnichannel experience with

phone as main contact point (both inbound and

outbound for communication, customer

acquisition and retention, campaign

management)

• Integration within a mostly-SAP landscape

including back-office and ecommerce

websites for transactional case management

• Multi language multi country

• Extension of live chat services with video chat

• Consolidated reporting

• Integrated knowledge management with

troubleshooting tool for machine repair and

after sales services, and advance issue

management to understand and cascade

product related issues

The Journey

Long term strategy to evolve Engage bringing to standard with one code base for all needs (Engage Omni)

28

Engage OmniConsumer Engagement Services + Transactional Call Centers

Including Commerce & Service

Engage+Transactional Call Centers

Including Commerce & Service(enhancement on top of Engage)

EngageConsumer Engagement Services

Salesforce Service Cloud platform

Social

CTI

SearchA

PI

Kn

ow

ledge

Base

Ch

at

Messagin

g

Pre

ference

Mgm

t

Marketin

g

Field

ServicePulseProduct

ComplianceQuality

Omni

Roadmap to

Omni

Platform

Extensions

Contact Us Hub Marketing Cloud

In-bound

Out-bound

Reports

Case Study: Process Efficiency Standardization

29

• 400 different case qualification are

today available and processes within

internal call centers (25) and outsourcers

are not completely standardized

• Around 200 different processes are

executed in any contact center to treat

any contact, whether it is for ordering,

satisfaction, suggestion, complaint or

after sales

• Freedom to local markets in some part of

the processes does not help to

standardize and make the “best agent”

share his knowledge with his/her peers

From Issues

• Case creation from any object with one click

• Automated Execution of pre-configured

business processes so that knowledge of the

“best agent” is already implemented by the

system

• Recommended suggestions of the best

process to execute based on the current

contact information

To Outcomes

Solution Detail

• The tool works as a time & data based analysis of the cases opened for

a market and globally

• Based on input (associated assets such as machines, order data, coffee

capsules, …) and verbatim text data, the system is able to:• Predict the best processes to be run for such input, and propose them to the agent through a rating-suggestion

mechanism relying on past SLAs on the successful treatment

• Identify possible issues before they are known to the company – for example in case of a product defect, the system is

able to “understand and predict” a larger problem than isolated consumer complaint and manage it as a Global Issue,

escalating the information to the management and the production lines and cascading it to the agents as a suspect

30

Journey Example

31

1. Customer calls 2. Customer complains

about bad coffee taste3. The system is pre-

configured with a list of

possible procedures to

resolve the case, and

proposes automatically

a rating for the most

relevant ones. In this

case “machine

descaling” could

proposed

Based on a “smart”

algorithm looking at the

successfully closed

cases

4. Coffee Specialist

picks or selects a

procedure, and

executes it

Suggested Procedures • Once Case is saved, the User

lands in the Case Feed mask:

the Suggested Resolution tab

highlights the most fitting

Resolution Procedures

• Resolution Procedures are

listed with the respective rating

index, which shows how

frequently said procedures are

leveraged to sort similar Case

Requests. Case Reasons,

Verbatim parts, potentially

Case-related objects are

shown, such as: associated

Orders; Product Type (e.g.:

machine model; coffee type;

etc.)

• The User can now select the

most appropriate Resolution

Procedure for the Case

Request.32

Procedure Details • The Case mask now

shows all of the steps of

the Resolution

Procedure, which may

consist of both Steps

and Activities

• Activities are tasks

assigned to the Case

Owner; Steps involve

Case Assignment to

other User Ques (i.e.:

another department or a

different group within the

same department)

• Steps and Activities in

blue have a Knowledge

Article associated to

them

33