Our goal at Coca-Cola Europacific
Partners (CCEP)
1
is to create value
for all our customers through the
strength of our portfolio, our great
drinks and the quality of the
service we provide. Our operating
model is customer centric and
focused on delivering the best
service to our customers.
As the world’s largest independent
Coca-Cola bottler we work with a huge
range of customers – from the smallest
local convenience stores and cafés, to the
largest supermarkets and venues – from
national to regional accounts as well as
independent outlets, to get our great
products to our consumers.
As markets come out of COVID-19 and
the away from home (AFH) channels have
started to reopen, CCEP has been focusing
on supporting customers throughout this
transition period with field support coupled
with strong activation in outlets to help
drive footfall into customer outlets.
With such a wide array of customers from
retail to AFH, it is vital we take a bespoke,
channel-specific approach to serving
our customers. To enable this approach,
we think about our customers in the
following clusters:
Each of these different clusters requires a
different approach to enable our customers
to grow. Our customer partnership model,
with this segmented approach, allows us
to access powerful insights from customer
data which support tailored execution
plans. Customer data analytics allow us
to understand the challenges and
opportunities that our customers are
encountering. We can easily identify
development areas which will help us to
better serve our customers, partner and
capture growth opportunities.
As a result, we also use several different
measures to understand the quality of the
service we provide and how satisfied our
customers are.
CUSTOMER ENGAGEMENT
Customers are at the heart of our business,
and we work closely with them on many
different levels. Our frontline field sales
teams visit customers every day to support
them with in-store execution, while country
General Managers regularly engage with
customers on product strategy and
planning, along with senior members of
the sales teams.
1. In May 2021, Coca-Cola European Partners completed the acquisition of Coca-Cola Amatil, becoming
Coca-Cola Europacific Partners (CCEP). We are working to update our sustainability action plan targets
to cover our combined business, including Australia, the Pacific and Indonesia (API), by the end of 2022.
OUR APPROACH TO
MEASURING
CUSTOMER
SATISFACTION
Our approach to Measuring Customer Satisfaction | July 2022 | 1
MEASURING CUSTOMER
SATISFACTION
Our retail customers
Our retail customers include the shops,
stores and businesses that sell our drinks to
consumers for consumption later at home.
They represent a huge part of our business,
and we measure their satisfaction through
the Advantage Group Survey.
The survey covers 90% of our retail
customers
2
and asks them to rank CCEP’s
performance across a variety of critical
partnership areas including strategy,
operations, customer service, marketing,
innovation, people and sustainability.
We measure ourselves against our ambition
to be our customers’ number one supplier
within the beverage industry and fast-
moving consumer goods (FMCG). The
survey covers eight of our nine markets in
Europe (GB, France, Belux, Netherlands,
Germany, Sweden, Portugal and Spain).
Due to the impact of COVID, customer
requirements for support increased with
two markets (France and Germany) being
more challenging. In 2020, CCEP continued
to offer the support to customers and listen
to their needs.
In 2021, the CCEP cross-market score
rebounded back to 2019 levels; securing #1
positions within FMCG across GB,
Netherlands and Sweden:
Satisfaction KPI 2019 2020 2021
Average Customer
Ranking number
(from 1 to 15)*
on FMCG
5.8 6.5 5.6
* Average score from our EU markets where we
measure overall customer satisfaction (1=best
score).
2. ~20% in Germany.
3. NielsenIQ FY21 data for GB, France, Germany,
Belux, the Netherlands, Sweden, Norway, Spain,
Portugal, New Zealand and Indonesia. IRI FY21
data for Australia.
4. This data covers CCEP’s European markets only;
Source: NielsenIQ GTC FY21 data for GB, France,
Germany, Belux, the Netherlands, Sweden,
Norway, Spain and Portugal.
Our ‘Away from Home’ customers
The AFH channel refers to those customers
where consumers purchase our drinks to
enjoy at a venue or away from home. It
includes bars, restaurants and cafes as well
as workplaces and other institutions, like
schools and colleges.
To measure the satisfaction of our AFH
customers, we regularly engage with them
to gather feedback.
In 2019, we launched a satisfaction survey
among our AFH customers in Europe that
we cover with our field sales teams. The
survey aims to capture their expectations
and feedback regarding our commercial
approach. The insights we gather help us
to identify opportunities and enable us to
take the appropriate actions to enhance
customer satisfaction.
This survey helps us to:
– understand what determines a healthy
customer relationship in the AFH channel,
what drives superior customer experience
and the weight of the different factors
that influence it
– measure the health of CCEP’s relationships
with its AFH customers and the position
against key competitors in each market
– identify the critical moments in the
Customer-Supplier relationship and
the optimal contact channels
– define clear action points to achieve
a ‘simply brilliant’ customer experience
that drives Relationship Health
Due to COVID-19 restrictions we were
unable to complete a customer satisfaction
survey across the AFH channel in 2020.
Hence the results cover only 2019 and 2021.
In 2021, we extended the scope of the
survey to include all Spirits, Coffee and Beer
suppliers, including small local businesses.
In addition to the AFH customer
satisfaction survey, we also created a
bespoke survey for users of our European
AFH online customer portal to evaluate
their satisfaction and to understand how
they want to interact with CCEP using our
existing contact channels and the future
functionalities, services and solutions we
could offer as part of our technology
development roadmap.
The portal allows customers to easily and
quickly order our products, manage invoices
and contact us. The survey in 2021 covered
over 9,800 direct and indirect customers.
Of these customers, 80% indicated that
they were satisfied with their experience
of using the portal, and over 71% said it
made it easier to do business with us.
MEASURING VALUE
CREATION
Measuring value creation for
our customers
Creating value for our customers is a core
part of our business and one of our primary
objectives. We work with NielsenIQ and IRI
3
– retail and consumer data and insight
providers – to measure how much value
we create for our customers, and how our
individual brands support this value creation.
In 2021, across all our territories in Europe
and Australia, the Pacific and Indonesia
(API), we created €14.4bn in value across
our non-alcoholic ready to drink (NARTD)
categories for our customers in the Home
Channel, a year on year increase of €73 3m.
In Europe, CCEP has four brands appearing
in the top 10 NARTD brands ranked on
absolute value growth with Monster being
#2, Coca-Cola Zero #3, then Coca-Cola
Original Taste and Fanta.
4
Measuring how many customers
we visit each day
Much of our ability to create value for our
customers depends on the quality of the
service we provide and how we execute in
the market. Our focus in delivering this is to
ensure our frontline sales teams are visiting
and engaging with customer regularly –
which we measure by tracking the number
of customer visits we complete each day.
In Europe, we have about 1,500 sales
representatives in the AFH channel who
conduct 12-13 visits per day. This means
that we visit more than 18,000 accounts
daily and have more than 390,000
interactions with our customers on a
monthly basis.
In addition to our Field Sales teams, we
also interact with our AFH customers via
our call agents and digital teams, as part
of our Omni-Contact (Face, Voice and
Digital) strategy.
Within the Home channel, we have about
900 sales representatives covering 55%
of the retail outlets, with an average of 6.5
visits per day.
Our approach to Measuring Customer Satisfaction | July 2022 | 2
