Sanjay Kotha, Hindustan Coca-Cola Beverages
Sep 14th 2015

Digital Innovation Strategy

HCCB wanted a solution that can enable tele-sell order management process for more than three million retailers. For this, they set up a new business shared services. HCCB had local customer care / tele-sell centers facilitating the order taking. They built the tele-sell CRM to facilitate tele-sell operations, MEP order taking, and cold drink call-center operations. It now has one consolidated business shared services based in Bengaluru for all three operations.

It has a disaster recovery site for tele-sell operations in Hyderabad to manage a few zones for retail order-taking, and also to serve as a DR location. In order to ensure better synergies, HCCB has decided to use a common CRM platform which provides all the functionalities for tele-sell as well as service management. The advantage is that the new system is more scalable. With the increase in business transactions, HCCB now has the capability to support other regional countries and new business transactions. Also, centralization of processes allows greater optimizations.