CX Manufacturing Case Study in Focus: Twilio and CPG Europe

CPG Strengthens Customer Experiences with Twilio

CX Manufacturing Case Study in Focus: Twilio and CPG Europe
Contact CentreInsights

Published: April 11, 2022

Rebekah Carter

As the expectations of customers continue to evolve in the manufacturing sector, and new business models become increasingly common, agility is becoming crucial to success. Many manufacturing companies looking for the most innovative solutions for CX are prioritising tools with the capability to adapt to changing business needs over time.

Twilio, one of the market leaders in the delivery of powerful CX and API solutions for business leaders around the world could be a fantastic vendor for any team in search of agility. CPG Europe, one of the biggest manufacturing companies in the European landscape, explored the benefits of creating a flexible CX ecosystem with Twilio in recent years.

The manufacturing brand needed a flexible, simple, and effective solution for upgrading their telephony systems and bridging the gap between customers and remote employees in a changing landscape. Here’s how Twilio and CPG Europe worked together on CX success.

Building Better Customer Experiences with Twilio

Today’s manufacturing companies know it takes a number of different elements to build a successful customer experience. You need not just the right team members and quality products, but also access to tools capable of enhancing your service solutions.

Leading provider of construction materials in the manufacturing industry, CPG Europe, believes customer experience is crucial to their long-term growth and success. The company, which produces everything from passive fire protection products, to adhesives, serves a huge range of customers across multiple countries. All of these customers, of course, rely on CPG Europe to deliver a consistently high level of exceptional experience.

According to IT Project Manager for CPG Europe, Alexander Ortmann, the primary customers of the brands are construction site workers, project managers, architects, and other building specialists who need to be able to answer questions and deal with concerns about a product fast. These are professionals who are working with CPG Europe’s products on a daily basis, and they need to be able to reach the manufacturing team with any questions they may have at a moment’s notice.

CPG Europe’s customers expect to be able to order products quickly, reach out to service teams across multiple channels, and get solutions to their problems fast.

Choosing Twilio as a CX Solution

According to Ortmann, Twilio stood out as the ultimate solution for CPG Europe’s customer service needs, because it promised an opportunity to connect with customers through various channels under one simple umbrella solution.

Originally, the brand was simply looking for a SIP provider, but they struggled to find the right offering, because they already had several telephony providers, they were working with from one country to the next.

When the pandemic hit in the UK, the team faced the same challenges of many other manufacturing brands at the time, struggling to maintain customer relationships under rapidly changing circumstances, while many employees were unable to enter the office.

Twilio Flex stood out as the perfect solution in these trying circumstances. The remote contact centre solution allowed CPG Europe to enhance and simplify the customer experience, by bringing clients and agents into a streamlined system for communication, available anywhere with an internet connection.

Focusing on Flexible Solutions for Success

According to CPG Europe, before working with Twilio, the company was balancing a range of different telephony providers at the same time, which meant struggling to keep track of various costs, contracts, and technical problems whenever they arose. This patchwork system of solutions led to a variety of inevitable issues over time, forcing the team to look for something new.

Twilio seemed like the perfect offering for the company because of its inherent flexibility. As a conglomerate of various international brands combined into one, CPG Europe is constantly acquiring new companies and subsequent employees to integrate into their broader workstream. Fortunately, with Twilio portal, scaling the company is simple.

With Twilio’s portal, Ortmann can now add new telephone numbers and SIP trunks in minutes, without having to pay for expensive engineers and professionals. The simplicity of the ecosystem means the company has more time to focus on critical business operations, instead of technical concerns.

When the COVID pandemic arrived, the team knew expanding into a fully remote environment for customer experience would be essential for their success. While some of their teams had used a contact centre solution previously, it had lacked crucial features like real-time reporting, which limited the group’s ability to measure performance.

The pandemic simply accelerated the demand for a solution which would offer the crucial features the CPG Europe brand needed, while also integrating various distributed business operations into one simple environment.

Evolving into a New, Agile Landscape

Ortmann said the CPG Europe team leveraged the time during the first UK lockdown to adopt the features of Twilio Flex fully and make the environment as convenient as possible for agents. This meant calls could then be routed instantly to employees working from home without any disruption.

Rather than relying on various site-specific numbers and physical issues, Flex also meant the company could merge all of their phone numbers into a single IVR system for all of their UK clients. The customer can now go through various options and always reach the right person, without having to be moved between teams. This also makes life easier for agents too.

Flex has enabled CPG Europe to launch specific features to assist their clients, like an emergency mode which even allows customers to leave messages when lines are facing technical issues.

CPG Europe has also announced it’s using Flex to continue the expansion of their engagement options, providing customers with the best possible experience. Bringing all of the European countries they serve into the Flex ecosystem is a major “next step” for the brand.

While the company started with just calling functionality, they’ve quickly begun to implement new channels like SMS and chat, thanks to the flexibility of the Twilio environment.


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Brands mentioned in this article.


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