consumer packaged goods call center

Top Customer Service Issues and CustomerServ’s Call Center Expertise in the Consumer Packaged Goods Industry

CustomerServ’s Consumer Packaged Goods Outsourced Call Centers Deliver One-to-One Customer Engagement

Shifts in consumer demands and buying behavior are reshaping the consumer-packaged goods (CPG) market. Large legacy companies that have dominated the landscape for decades are transforming long-standing business models to compete in an era of mobile shopping and multichannel transactions.

The growth of online shopping is accelerating, according to a study conducted by Nielsen and the Food Marketing Institute.¹ While online shopping offers consumers convenience, savings and more control over brand selection, CPG manufacturers and retailers lose the ability to influence shopping behavior and are forced to rethink traditional brand awareness strategies geared toward television advertising and in-store promotions.

Social media and smartphone apps are further fueling the growth of CPG e-commerce, while also offering a level playing field for new niche brands. Small startups are not only able to compete online with entrenched brands, but their digital business models often give them an edge over industry giants. Brands draw on customer data and feedback to form a personal connection with consumers and customize offerings based on their preferences and needs.

Traditional CPG manufacturers have taken note and are shedding the distribution layers that have separated them from their end-users. In recent years, more companies have been embracing direct-to-consumer (D2C) models that put them—often for the first time—in control of the end-to-end customer experience. Direct access to consumer behavior data also enables companies to optimize the effectiveness of brand promotions while reducing operational costs.

The evolution of e-commerce and digital channels has more U.S.-based CPG companies considering emerging markets for growth opportunities.² Succeeding in the global marketplace will require U.S. companies to take a “think globally, act locally” approach: To earn the trust of local consumers, they must first create a presence in the regions in which they are expanding.

Top Customer Service Challenges for Consumer Packaged Goods Companies

Empowered consumers have raised their expectations for the brand experience for everything from big-ticket items like cars and televisions to low-cost food and household products like soda or soap. Traditional consumer packaged goods companies that previously had little control over the in-store brand experience now have been tasked with building relationships with their end-users if they want their brands to remain relevant in the age of social media and mobile shopping. Key customer service challenges for consumer packaged goods companies include:

  • Providing an omnichannel experience that is seamless across consumer touch points, including retail stores, online support, call centers and social media channels.
  • Recruiting, hiring, training and managing skilled customer service staff to handle multiple contact channels, including voice, text and social media.
  • Aligning customer service scripts, processes and training to support the brand promise.
  • Collecting and analyzing customer data and feedback to improve products, packaging, promotions, logistics and distribution channels.

CustomerServ’s World-Class Call Center Vendors Provide Local Expertise in a Global Market

Consumers everywhere have expressed their preference for shopping locally, even when buying online. CustomerServ’s elite contact center outsourcers provide a local customer service presence in markets around the world. Our call center vendors not only provide an exceptional customer experience across channels, their active involvement with social, economic and environmental initiatives within the communities in which they operate distinguish them as trusted local partners.

CustomerServ’s call center vendors provide the following services for CPG companies:

  • Customer service
  • Sales and sales support
  • Business to business
  • Direct to consumer
  • Membership and loyalty programs
  • Live chat and email support
  • Mobile app support
  • SMS support
  • Web support
  • Social media support
  • Data entry and back office support
  • Order processing and fulfillment
  • Market research
  • Recalls
  • US-based, nearshore and offshore support
  • Site based and work-at-home agents
  • PCI compliant call centers
  • Bi-lingual and multi-lingual call centers

¹In 2017, 49% of U.S. consumers reported shopping for CPG products online, and that percentage is predicted to rise to 79% over the next five to seven years. 

²According to Deloitte’s “2018 Consumer Products Industry Outlook,” global retail sales of packaged foods is expected to rise to over $3 trillion by 2020 with emerging markets being the primary driver.