B&G Foods, Inc. (NYSE: BGS) and its subsidiaries manufacture, sell, and distribute a diversified portfolio of high-quality, branded shelf-stable and frozen foods across the United States, Canada, and Puerto Rico. With over 50 iconic brands on its shelf, including Green Giant, it took a massive effort from the B&G Foods Consumer Affairs team to gather, track, resolve, and report on the issues and insights of millions of customers around the world. B&G was struggling with managing nearly 30,000 contacts annually via Excel spreadsheets and wanted to increase the efficiency of its contact center. The team turned to Emplifi for its proven success in working with other industry-leading CPG brands.
A cloud-based CRM with an integrated knowledge base and social media listening tools
In 2013, B&G Foods migrated to Emplifi Agent for greater ease and efficiency. The integrated, single-point-of-contact interface was configurable to their needs that included tailored product category and issue codes, screen layouts, response generation, automated fulfillment, case resolution, and reporting abilities. Within 24 months, the global food manufacturer further supported its agents with the integration of a B&G Foods knowledge base and a social media engagement tool.
Integrating Emplifi Knowledge into their Customer Relationship Management platform enables B&G Foods to easily add product information and alerts the firm to any gaps or needed missing information. The on-screen Agent Assist feature equips agents with the most updated details, such as UPCs, best-by dates, and product availability by location.
With the Emplifi Social Engage, B&G Foods can now quickly engage with their thousands of consumers on Facebook, Twitter, Instagram, and YouTube via their CRM to resolve and capture results. The integrated technology allows agents to manage all telephone, email, social media, and mail with ease, while the built-in alert routing and reporting tools help B&G Foods management track trends and consumer behavior.
Engaging more consumers through improved call center efficiency
With the integration of Emplifi Agent, Emplifi Knowledge, and Emplifi Social Engage, all consumer inquiries are automatically captured within the CRM. The trio provides an easier resolution without having to navigate to other systems to search for information or wade through social media channels. All case information is compiled for auditing and tracking. Resulting email responses are now automatically processed within the brand format, which helped improve response time from an average of two days to within minutes of receipt.
"Emplifi Agent gives my team the power to help our consumers efficiently and effectively, regardless of how they want to communicate—be it on the phone, via the web, through email or social media—without extra keystrokes and effort," said Connie McGinty, Senior Manager of Consumer Affairs at B&G Foods.
The improved efficiency has led to a better consumer service experience overall. B&G Foods' CSAT scores have been resoundingly positive since the Consumer Affairs team started using Emplifi software. On average, 90% of consumers say their question was answered thoroughly by a specialist who was knowledgeable and friendly, and they are likely to buy the product again.
Brand acquisitions are easier, too. While the firm’s purchase of Green Giant is driving a 50% increase in contact volume, agents can quickly access new product information to provide accurate responses. The integrated, central location of information with Emplifi Agent is key for not only the Consumer Affairs team, but for other B&G Foods teams that need access to invaluable consumer information including Marketing, Legal, Q&A, and R&D.
The takeaway
Implementing the Emplifi software has allowed the B&G Foods Consumer Affairs team to provide efficient service to over 80,000 contacts annually, which increased by 176% since implementation.
Do you want to improve the way you communicate with customers via phone, online, through email, or social media? Contact Emplifi to schedule a demo today.
