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Reckitt Benckiser Stops Processing Orders – to Improve Customer Service – Press Releases

September 27, 2012 No Comments »

OXFORD, England, September 27, 2012 /PRNewswire/ —

One of the world's largest producers of health, hygiene and home products has taken the radical decision to stop processing orders within their European customer service operations. The result? A material increase in customer service with a lower overhead.

As well as EDI orders, Reckitt Benckiser receives thousands of customer orders that must be manually rekeyed into their ERP system – a common problem for consumer goods companies.  Reckitt Benckiser adopted the OmPrompt Order Automation service to release valuable resource from order keying to focus on higher-value activity such as developing customers.

“We pride ourselves on innovation and delivering great customer service,” explains Frédéric Massoubre, Supply Chain Director, Northern and Central Europe. “Our customers want to order using a variety of methods, including fax, email and EDI. But it doesn't make sense for us to manually rekey customer orders. By using the OmPrompt service, our customers continue to send orders in their preferred format. OmPrompt processes these transactions and within minutes we have clean, valid orders within our JD Edwards system ready for picking and despatch.”

Massoubre makes clear that this initiative is more than an exercise to reduce keying effort. “As well as avoiding rekeying we have increased the speed and accuracy of order capture, reducing our costs and contributing to our perfect order goals,” he said.

According to Jamie Nichols, Director of Consumer Goods at OmPrompt, this is a priority for the whole sector: “All suppliers are struggling to balance the challenge of increasingly demanding customers with a lean operating environment. Retailers are introducing a growing number of initiatives that require support from suppliers, such as reduced lead times and the move to 7-day ordering. OmPrompt allows suppliers to improve the existing service whilst freeing up resource to add value in the customer relationship or supply chain.”

Reckitt Benckiser narrowly missed a top 10 position in the Forbes 2011 'World's Most Innovative Companies' just behind Apple, Google and So can only innovative companies make this work? Massoubre thinks not: “We were processing live orders within weeks. OmPrompt is delivered as a 'black box' service – it required minimal input from our own resources and the OmPrompt team gave us confidence that they had the experience to make the initiative a success. We are delighted with the results and are extending our use of OmPrompt to other regions.”

Contact: Rosie McKee – +44(0)1235-436000


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