In recent years customer service had moved up the client corporate agenda. Challenges were poor on-shelf availability of key global brands in certain key markets and excessive stocks of non-strategic brands. Delivery of basic order fulfilment was inconsistent across regions combined with the need to drive customer service initiatives. PA Consulting Group has helped British American Tobacco (BAT) to develop a customer service strategy supporting the overall execution of BAT's new global operating model which is designed to deliver £1billion savings.
A highly structured strategy development process rapidly achieved very high engagement and buy in across global and regional supply and demand organisations. This was a unique opportunity for PA to leverage the experience for customer-driven supply and provide BAT with a clear customer service strategy for 2012. Based on designing the supply chain from the 'shelf back' BAT becomes a much more commercially focused organisation through a better understanding of the consumer needs.
The strategy helps BAT to save at least £20million in service failure cost as well as helping the company to improve product's availability, reliability, value and service differentiation. It will help BAT establish a culture where people understand customer needs and where people are committed to providing an outstanding level of service.
To find out how PA can deliver projects with true customer driven supply for consumer demands, please contact us now.
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