“Experience is the Future” CPG Industry Roundtable with Coca Cola HBC, Heineken, and Anheuser Busch

In this very special episode host Adam Dorrell is joined by three mega-brands in the FMCG business, all working hard on improving their Account Experience. 

Three senior executives discuss how they have accelerated their business transformation journey: Stuart Ward, head of Sales Capability Coca-Cola HBC; David Aynat, Senior Director of BEES and Head of B2B for Anheuser Busch (USA) and Roderik Rosenbaum, Global Director, Route to Consumer and Sales Capability of Heineken.

Learn how COVID accelerated change in their business, with the digital agenda becoming the number one priority. Acting fast was essential, and voice of customer has driven that.. 

Customer Experience is becoming the new FMCG area of advantage. What’s interesting is how it has become vital in each of these businesses to listen to ALL customers continually, not just sampling a small selection once a year. The challenge is how to deliver Voice of Customer to the front-line staff, not just a central team. 

The panel discuss their current metrics: Engagement coverage (how many accounts give feedback, already at 50% in some countries), speed of close-loop, and Net Promoter (NPS)  

The three companies are committed to driving the customer experience of all customers, across all touchpoints of the business. Listening, acting on feedback and empowering sales teams with the right insights and support they need to close loop with customers. 

So settle back, open the soda or refreshment of your choice and listen to these industry luminaries give insights into the evolving frontline Account Experience.