News

Baby food giant enhances multichannel CRM

October 28, 2008

CHICAGO — Sword ciboodle, provider of customer-oriented business software and services, announced that it is working with U.K. baby food giant Nutricia Ltd. to enhance Nutricia's customer-service capabilities. By deploying Sword ciboodle's award-winning CRM platform, Nutricia aims to boost its contact center's performance in order to provide an improved experience for its customers.

Part of Groupe Danone's Baby Nutrition division, Nutricia is the U.K.'s leading baby feeding company and markets and distributes well-known baby food brands Cow & Gate and Aptamil.

Nutricia runs customer relationship programs both in the consumer and healthcare professional marketplace, supported by an expert Careline staffed by dieticians, nutritionists, midwives and experienced mothers. The programs are designed to provide information, support and advice to their respective audiences, via a wide range of contact channels, including phone, postal mailings, Web site, email, SMS, live Web chat and a desktop character.

Sword ciboodle is providing Nutricia with a CRM platform that links the various contact channels, and provides a consolidated, historical view of each customer's interactions with the company. The system is also designed to accommodate an expected growth in the number of contacts over time and, through improved efficiency, is capable of handling increasing volumes without the need to increase staff numbers.

"Sword ciboodle provides us with a much clearer view of the interactions mothers have with our CRM channels and our Careline, which enables us to deliver a highly personalized service that drives advocacy of our services and our brands," said Nic Yates, head of CRM, Nutricia Ltd. "The product will improve the level of service that we can offer our customers across all channels, while also saving costs through efficiency, and we believe that this project will set a CRM best practice standard for our group."

Sword ciboodle will underpin Nutricia's contact center operation, providing its teams of advisors with a simplified, single desktop view of each customer's contact history, allowing advisors to easily access previous contact records to determine what questions have previously been asked and what advice has been provided. All contact-center channels will be integrated into the new platform, ensuring a complete, auditable record of all interactions.

The system is also designed to eliminate the data quality issues that resulted through previous duplication of customer information, and will significantly reduce the number of inefficient manual processes that were once prevalent.