Consumer Packaged Goods (CPG): Cracking the Code

Digital processes are transforming the global business community, and nowhere does this have more impact than among CPG leaders. That said, the scaling up of their digital processes and analytics frequently does not take place quickly enough, because the investment in building the supporting foundation is simply not happening. And as in every other sector – when it comes to new skills and capabilities, operating models, technology and data – leaders outperform laggards.

So how do we crack the code when industry disruptions are driving the need for new capabilities? Let’s look at some of the downsides that CPGs are encountering:

  • Post COVID-19 is presenting a great deal of uncertainty around hybrid and remote work models, supply chain and manufacturing resistance, and the heightened safety awareness of consumers.
  • Small players have exploded into the marketplace, generating 2.5 X their share of growth compared to sales.
  • Consumer preferences have become fragmented, and expectations have risen exponentially.
  • More than ever, influence-economy rules. Today’s brand-building relies on a lifestyle component that is amplified by influencers and social media.
  • Digital engagement and contactless commerce are the new norm.

Now that we’ve identified some of the drawbacks, how can CPGs efficiently address some of these issues?

  • Data-driven, personalized marketing throughout rapid cycles is critical.
  • Analytical mapping, social listening and digital testing should guide accelerated product ideation.
  • Work-flow automation and smart plant technologies can support production and replenishment.
  • Digitizing all touchpoints can be achieved by digital integration of B2B2C partners, to offer new fulfillment options.
  • Non-value-added activities can be outsourced or automated, optimizing core workflow processes and leveraging new capabilities.

CPG companies need to determine which processes (across their front end, middle of the house and back office) generate the most value. It’s important to note that developing robust digital and analytics capability is a journey, and might look like this:

  1.   Develop digital and analytics strategy
  2.   Prioritize portfolio of opportunities and approve funding
  3.   Create an action plan and road map
  4.   Design organization
  5.   Develop digital and analytics talent
  6.   Implement an agile operating model
  7.   Design consumer experience
  8.   Collect, clean, and connect data sources
  9.   Modernize architecture
  10.   Embed security into core
  11.   Apply advanced analytics and create dashboards

Looking at the increased necessity for integrated digital processes, it makes sense to consider how establishing strategic partnerships with BPO outsourcing companies can move CPG companies into leadership roles. Placing some of your most essential business processes with a trusted BPO outsourcing partner like Anexa makes more sense than ever. While many of the nuts and bolts of doing business have transitioned and/or switched because of the pandemic, one thing has not changed: your audience – the customer. Their expectations remain the same (in fact, if anything, they are higher than ever). Today’s consumer is more empowered and in control, understanding that their purchasing options (your competition) put them in the driver’s seat.

With nearly twenty years in the competitive BPO outsourcing market, Anexa relies on a carefully curated pool of highly trained specialists to represent your company and its various departments. Our customer-based services are conducted through various channels including telephone, chat, WhatsApp, Facebook, Twitter, SMS and email. They include operations such as promotion and sale of products, loyalty campaigns, customer service, tech support, requests/claims and tiered troubleshooting. We also offer a range of back-office, marketing, and database services. Developed and perfected to take on your repetitive, core business tasks, outsourcing these services allows you to remain laser-focused on the big picture.

Reach out to Anexa for more information on our exceptional business process outsourcing services.