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Kimberly-Clark

Capgemini helps Kimberly-Clark, a $13.6 billion global consumer products company, to implement a CRM solution for improved customer service.

Its tissue, personal care and health care products are manufactured in 42 countries and sold in more than 150. It is home to some of the world’s most trusted and recognized brands, including Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend.

The Challenge

In order to improve customer service, Kimberly-Clark recently implemented a service center to handle orders and queries from customers across Europe. To help realize the benefits of the new service centre, Kimberly-Clark needed a solution to:

• Speed up recording and processing of customer queries ensuring that no queries were lost and that they were responded to as rapidly as possible
• Ensure open communication between customer service agents in the service center and country based account managers
• Create a “corporate memory” enabling work to be taken over in the event of absence of the owning agent
• Enable more efficient ways of working in the shared service center including workload levelling
• Provide accurate analysis of queries allowing underlying problems to be identified and the workload and customer service performance to be measured.

Kimberly-Clark already had an existing query management system, however this had a number of limitations, including:

• Slow, cumbersome and difficult to maintain, and lacking integration with the corporate SAP ERP system
• Inadequate provision of information required to manage the shared service centre
• Being unpopular with users, requiring significant re-keying of information such as customer details and document numbers
• Only available to service center users and an obstacle to effective communication between agents and country based account managers

Capgemini Approach

A short study undertaken by Capgemini substantiated Kimberly-Clark’s view that there were a number of opportunities to further improve customer service levels and ensure that the new organization delivered the expected benefits.

While the study pointed to both business and IT opportunities, a key recommendation was to implement a replacement query management solution. The study also confirmed the suitability of SAP CRM to support the service center going forward.

Capgemini was chosen to implement the SAP CRM solution due to its demonstrable skills in the SAP CRM solution and an unrivalled contact center experience. Capgemini recommended a rapid, time-boxed approach to deliver early benefits at minimal risk. In conjunction with Kimberly-Clark, it was decided to focus the initial implementation on the team dealing with UK customers. The project was planned to be live in 3 months from project inception.

The project comprised a rapid blueprinting phase of 2 weeks. Realization started soon afterwards and the first set of over 40 users went live three months later. Business Warehouse reporting functionality went live shortly afterwards. In order to gain maximum benefit a small number of new queries were written, again using standard business content, to reflect specific shared service centre KPI’s. Ultimately the solution is expected to serve some 500 users covering continental Europe and Scandinavia.

The technical Solution consists of:

• SAP CRM
• Customer Interaction Center, Activity Management including Activity Monitor, Intelligent Interactive Agent and Cross Application Fact Sheet.
• SAP Business Warehouse
• Using standard business content
• Integration with Fax and eMail.

Value Delivered

A measurement process has been put in place to measure benefits delivered. Prior to go-live, KPI measures were taken and a post go-live exercise to measure improvement is planned for the near future. However, early feedback indicates the following benefits are being realized:

• Elimination of need to re-key information
• Faster more responsive solution
• Easier access to information related to a query
• Improved visibility of workload
• Better tracking of query status through automated reminders of overdue resolutions

Better corporate memory due to more information being stored on the system e.g. contact names and details. This allows agents to take on each other’s work e.g. during absence. Additional management benefits are expected with the implementation of Kimberly-Clark specific Business Warehouse queries. These include the ability to act in a more timely and proactive manner through ease of access to up to date performance measures and the identification of bottlenecks and trends.