True customer-centricity is about more than the buying experience – it’s about making every customer interaction as valuable as possible. Coca-Cola Pen Bev wanted to build more than a storefront: it wanted a digital customer hub that could serve any step in every customer journey.

My Pen Bev brings B2B Commerce, Experience Cloud, and Salesforce Service Cloud together, so customers can manage any requirement in a few clicks (or taps) – like browsing and ordering stock, arranging deliveries and equipment maintenance, raising and resolving enquiries, and more.

The addition of Salesforce Marketing Cloud helped the portal become a key channel for proactive communication. Customers never need to ask the most common questions in FMCG (like “where’s my order?”) because the portal automatically pushes out updates and notifications for order and delivery status.

Marketing Cloud has also helped to streamline key processes, like onboarding new customers. A digital customer take-on form means new customers can self-serve the entire set-up process – along with reminders and guidance for partial completion to drastically reduce abandonment rates.

Overall, My Pen Bev is a win for everyone. Customers get a seamless, streamlined end-to-end experience and Coca-Cola Pen Bev’s sales reps and service agents are free to spend more time building strategic, value-added relationships with key customers.

“We knew our portal needed to serve a huge breadth of needs across the entire customer journey. There are two ways to consolidate all that functionality in one place. You can manage a sprawling application landscape, or you can do everything through Salesforce.” Christine Bosman, Business Applications Manager, Coca-Cola Peninsula Beverages.

For sales reps and service teams to provide the best service, they need a clear, joined-up view of every customer, available on demand.

Before Salesforce, that was something Coca-Cola Pen Bev’s agents had to pull together from multiple data sources (like Salesforce, SAP, and Excel spreadsheets) – for every call. Which meant time-to-resolution went up, call availability went down, and customer satisfaction wasn’t growing fast enough.

With a combination of Salesforce Sales Cloud and Service Cloud, CCPB rebuilt its Customer Service Centre (CSC) to give every agent a 360-view of every customer. They’re empowered to have organic and empathetic conversations from the moment they connect.

Agents can see order history, tickets raised, non-delivery issues, equipment maintenance schedules and more – so they have the full context to add the most value, whether that’s resolving issues or upselling.

The new CSC rebuild complements My Pen Bev, meaning Coca-Cola Pen Bev can serve every customer exactly how they want to be helped.

For example, tech-savvy customers can place orders and raise service tickets through the portal – a huge bonus for pubs, bars, and schools who might not be able to order during typical 9-5 working hours. Whereas customers who prefer the human touch – like Coca-Cola Pen Bev’s network of small mom-and-pop corner shops – can still deal with their rep in person.

“Our issue resolution was primarily email-based before Salesforce, and it just wasn’t that effective. It was hard to track, trace and resolve cases – and frankly the close-out rate wasn’t great. Now with Service Cloud, our customers log requests with our ticketing system and every agent has a 360 view of every customer at their fingertips. We’re resolving more cases faster than ever.” Christina Rodrigues Bester, Commercial Process Analyst, Coca-Cola Peninsula Beverages.