30
THECOMMSISSUE
SEE TICKETS
BRITVIC GETS CLOSER
PUTS ZEUS
TRAFFIC SYSTEMS
TO END-CONSUMERS
CENTRE STAGE
B
ritvic Soft Drinks includes brands about product developments that may lead
such as Fruit Shoot, J2O, Robinsons to consumer enquiries, changes to packaging
and Tango, while also manufacturing, being one such example. Corporate
marketing and selling PepsiCo brands, information, including legislation changes, is
including Pepsi, 7Up and Gatorade under also included so that agents can be con½ dent
licence. that the support they provide is accurate.
While Britvic doesn’t sell directly to the Veatriki Harte, consumer affairs and
end consumer, that doesn’t mean consumers corporate communications advisor at Britvic
don’t contact it with a wide variety of said: “RightNow helps us to enhance the
questions. In fact, Britvic’s vast range of consumer’s experience with a timely and
brands and products leads to a high number accurate service. In effect, RightNow has
of customer contacts, 45% of which are via become the ‘ears’ of the company.
email and telephone, while 10% of customers “While the majority of consumers contact
send letters by post. us for informational reasons, every now and
See Tickets, one of the largest ticket
Using RightNow’s self-learning knowledge again contacts occur specifying an incident
companies in Europe is working with
foundation, Britvic or problem,
software-based application traf¼ c
has been able to RightNow’s
management vendor, Zeus Technology to
create a knowledge reporting
deliver a reliable, secure online presence
base containing capabilities identify
in the UK that is scalable to cope with
information any such trends
extreme spikes in web traf¼ c.
about its entire early on and
With 85% of ticket sales made online,
product range, as well as answers to typical helps us resolve the problem so consumers
any downtime would result in a signi¼ cant
questions asked by customers. Agents at can continue to enjoy our products,” added
loss in revenue for See Tickets. To ensure
Britvic’s contact centre can now provide Harte.
its site, as well as the third-party sites
consumers with consistent and accurate “It’s easy for manufacturer’s to become
it supports, are always available and
responses. Queries that cannot be answered disassociated from their consumers when
reliable, See Tickets has deployed the
immediately are escalated and tracked until they don’t have a direct relationship with
Zeus Traf¼ c Manager, coupled with the
the consumer is satis½ ed. them, that’s why Britvic actively encourages
Zeus Application Firewall Module (Zeus
At the end of each day, contact centre contact. However, the real magic comes
AFM).
summary reports highlight enquiry patterns from understanding the ‘why’ and ‘when’ a
See Tickets uses Zeus’ reporting
and ‘spikes’ that identify new knowledge consumer makes contact and it’s here that
metrics to monitor and review the
items that need to be published. In addition, RightNow helps us really listen and learn
patterns of traf¼ c to its websites to
Britvic’s brand teams each provide updates from the interactions.”
make informed business decisions. See
Tickets also chose Zeus because it can
be easily migrated into a virtualised
environment, as part of its 12-month web
SUPPLY CHAIN IT DRIVES HIGH
infrastructure strategy.
Matt Relf, IT manager at See Tickets
STREET FLOWERS PARTNER
said: “We had a market leading Flamingo Holdings, a grower, importer and wholesaler of cut ¾ owers, house plants, ¾ orists
hardware solution in place for sometime sundries and vegetables, has implemented Inovis BizLink, part of the BizManager suite
which never performed as expected. for trading communication and connectivity, to power Marks & Spencer’s direct order
Consequently, our website struggled to ful½ llment process for its ¾ ower website.
cope with the huge demand during peak Flamingo Holdings is also deploying Inovisworks, the value-added network (VAN)
times, especially with short notice ‘on sale’ service from Inovis, to consolidate its electronic data interchange (EDI) environment from
promotions and during the festival season. four VANs to one, cutting complexity and cost out of its supply chain.
“Since the rapid deployment of the “The fact of the matter is that our business literally cannot move without IT. We need
Zeus Traf¼ c Manager, our site performs to make sure that the entire order process from start to ½ nish is always running smoothly,
wonderfully, with 100% uptime and the or else we risk lost sales including markdowns, which are detrimental to our partners’
powerful Zeus AFM security module businesses,” said Martin Jarvis, group IT manager, Flamingo Holdings. “With Inovis, we can
gives us peace of mind and optimum be sure that the needs of our retail partners can be matched minute-by-minute, while
protection.” eliminating costs associated with data ¾ ow and translation.”
RETAIL TECHNOLOGY AUGUST/SEPTEMBER 2009
23-32 The Comms Issue.indd 30 18/9/09 9:09:39 am
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