Customer engagement

In today’s world of empowered customers, competitive advantage shifts from being purely competing over product and price to building trust. To prosper, you need to consider a customer-centric marketing model built on unwavering trust and loyalty. 

Related topics Consulting Customer

What EY can do for you

Marketing

Everywhere you look, technology is transforming customer experiences and expectations. And it’s happening faster all the time. Marketing is right in the center of this transformation. Organizations need to be agile to combine, redesign and optimize the value propositions and marketing mix of their products and services. To build a marketing capability that lets you reach customers during any stage of the customer life cycle, you need to improve or transform the customer journey across every channel and on every device.

We’ll help your organization maximize its return on marketing spend in campaigns and advertising. Our diverse teams, leveraging our global connectivity and understanding of your industry issues, work with you to come up with the innovative answers that lead to experiences with the transparency, authenticity and integrity that really set you apart from the competition.

Sales

You are not alone if your organization faces challenges in sustainable sales performance. Stagnating or shrinking markets, exhausted cost efficiencies and poor-performing sales departments are all factors. Trusting relationships and excellent service are growing as requirements in the marketplace. Our goal is to set the course for your sales organization to build trusting relationships with your customers.

EY helps your organization improve the productivity of your sales organization, including field sales, inside sales and channel sales. We help your organization align its sales strategy to its business strategy and maximize its value proposition by putting it into action.

Service

The heart of an innovative customer service strategy is more than just a product, price or feature. It’s a trusting relationship — one that’s difficult for your competitors to copy and impossible to steal.

Transitioning toward this customer-centric business model means treating every customer as an individual with unique wants, needs, dreams and goals.

To improve service productivity, your organization’s customized service strategy will include an optimal cost structure that blends digital, innovation, and right-sourcing and consolidation. When thoroughly implemented, this strategy increases the revenue from sales to services and increases customer and employee satisfaction.

Case Study
The better the question. The better the answer. The better the world works.
Case Study

Case study: How a CPG major improved growth and profitability through digital transformation

The Vietnamese division of an Indian consumer packaged goods (CPG) company increased revenue and operational efficiency by reducing sales and supply chain costs, supported by digital transformation of its business.

Case Study
The better the question. The better the answer. The better the world works.
Case Study

What aspects of business transformation can eliminate inefficiencies and impact the top line?

Several inefficiencies were causing high cost of operations and high raw material, procurement and logistics costs.

A large Indian CPG’s Vietnamese business was experiencing slow growth and low profitability for five years. Consequently, it impacted the company’s ability to invest in brand building and growth. The company needed to identify the reasons causing its slow top line growth and dipping profits.
An investigation into the company’s systems, suppliers, and operations revealed that inefficiencies in sales and distribution, operational processes, and supply chain were resulting in higher costs and reducing profitability.

Core inefficiencies impacting a CPG company

Core inefficiencies impacting a CPG company

Source: EY’s engagement team working with an Indian CPG company

Operational processes in supply chain
Case Study
The better the question. The better the answer. The better the world works.
Case Study

High market servicing costs and operating inefficiencies were the focus areas of the business transformation

The transformation constituted optimizing distributor channels, identifying opportunities for digitizing operations and lowering sourcing costs.

Our analysis revealed that there were three areas requiring transformation – sales (sales channel was spending an inordinate amount of effort in servicing fringe outlets, operations (eliminate role and responsibility duplications that were slowing down the decision-making process), and supply chain & procurement (inefficiencies in its dated supply chain and procurement system which translated into high vendor and raw material and procurement costs).

EY formed a three-pronged strategy that looked into the sales strategy, digital processes, and the supply chain and procurement channels to simplify, streamline/rationalize and bring in more efficiency in the system for faster decision making and lower costs.

Digital business transformation in CPG industry
Case Study
The better the question. The better the answer. The better the world works.
Case Study

The digital transformation drove value across revenue, cost, and working capital

EY helped bring a transformative change to increase future profitability and optimize current spending.

We identified a potential saving of approximately ~50% of profit before tax in the three channels – sales, operations and supply chain and procurement.

Efficiency improvements at an Indian CPG company after EY’s business transformation

Efficiency improvements at an Indian CPG company after EY’s business transformation

Source: EY’s engagement team working with an Indian CPG company

EY’s solutions cemented distributor channels and relationships and provided better service for the company and its products. The revamped sales channel proved to be invaluable in boosting revenues, overall firm’s growth and save viral costs, which thereby led to higher profits. This also allowed the company the required time to focus on building the brand.

Transformative change

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