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Omnichannel strategy boosts sales by $150 million

The challenge

For a leading food and beverage company with varied business-to-business (B2B) customers, its existing customer engagement capabilities were mostly limited to telephone-only contacts. The costs to operate the lone call center were going up, and the company felt it was losing business in an industry where self-service options, speed and convenience are critical to being competitive. At the same time, the company had little insight into customer behavior. Its marketing campaigns were broad-based, labor-intensive and difficult to measure.

Crippled by the lack of capital resources, expertise and support necessary to build and deploy an omnichannel strategy that would improve customer service and increase the performance of its marketing campaigns, the company turned to Cognizant for a solution.

Our approach

To meet our client’s requirements, we deployed the Cognizant Digital Customer Service solution to govern channel management, ecommerce, marketing automation and analytics. First, we implemented our multichannel contact engagement platform to support various communication channels. An intelligent desktop integrates the data from these channels and enables contact center personnel to efficiently communicate with customers. Within nine months, we also built a one-stop web-based ecommerce and marketing portal that provides customers with round-the-clock service. They can order products, supplies and equipment, request services, track tickets and manage orders and delivery. The solution, which incorporates the Oracle® Eloqua marketing campaign automation software, also acts as a marketing tool for the client.

Digital solution improves productivity, sales and insights

Since implementing our enterprise business process solution our client has seen an increase in contact center productivity. A 360-degree view of each customer’s interaction history empowers contact center agents to interact intelligently with customers. Not only have sales improved but customers are now motivated to try new products and spend more. The company can easily upload campaigns to the platform, segment its offers and track delivery and open rates. This data feeds into advanced analytics tools to reveal customer ordering patterns and other business intelligence, enabling the company to quickly generate campaigns aimed at specific customer segments and improve its conversion rates. Thanks to our solution, the client can also identify potential high-value customers and reach out to them with relevant offers.


20% improvement

in contact center productivity

$150 million

in elevated sales

Highly automated

campaign management