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Customer Loyalty and Segmentation-Reworking and enhancing the customer segmentation and demand planning system

Customer Loyalty and Segmentation-Reworking and enhancing the customer segmentation and demand planning system

Customer
New Zealand's leading group and the world's largest dairy product exporter, manufactures and markets over 1,000 products to the global food industry.

The Challenge

  • Their demand planning system had unstructured customer hierarchies, mismatch between customers and sales analysis tools and high data redundancy
  • Customer Segmentation Cube (a multidimensional analysis cube) had issues of incorrect segment/customer reporting, wrong mapping and forecasts
  • Delivery levels for different segments not optimal
  • Reconciliation issues of CSC within EMS (sales analysis) with other group-level reporting cubes

HCL’s Solution

  • Reverse Engineering-Moving from data-driven business to business-driven data flow
  • Documenting each business issue both at DP and CSC level and analyzing source data with business owners
  • Implemented Slowly Changing Dimension concept for CSC

Value Delivered

  • A transparent Web-based system leading to accurate and informed buying decisions
  • Reduced error rate in reporting localization of unmapped customer errors
  • Enhanced quarterly reporting-increasing the percentage of customers mapped to correct segment
  • Customer segmentation in EMS aligned with DP segmentation
  • Reconciliation issues with other EMS Group multidimensional reporting cubes resolved
  • Causal analysis of unmapped customers available
  • Happy end-customers of business-getting due credit for their loyalty

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