CP companies are increasingly collaborating with customers to tap new sources of value, but their investment in internal customer service processes and systems is less apparent. Customer service leaders in CP companies must redress this imbalance before they collaborate externally.
Impacts and Recommendations
- Consumer products companies are delivering good basic customer service, but it takes a lot of effort because of misaligned structures, poor data management and outdated legacy systems and processes
- Consumer products OTC operations are often inconsistently executed due to fragmented approaches in divisional and country organizations
- Consumer products customer service leaders are leaking value with small, low-volume customers because they are prioritizing collaboration with strategic customers
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