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Customer
Value

We are determined to create unique solutions for our customers and winning together with them for operational excellence across our geographies with superior execution approach.

Superior Execution

Superior Execution

To provide the best experience for our business partners; customers and distributors and win with the customer, we are investing in developing our people and technologies we use.
Goals and Commitments
2019 Goals
Conduct the studies in Kazakhstan, Pakistan and Iraq
Performance
in 2019
Raised customer satisfaction score by 10 points; “Customer Centric League Matrix” showed that CCI moved up to champions league in FMCG and took the leadership role not only in NARTD but also FMCG and beverage sectors. Interviewed 3,582 customers in Turkey and Kazakhstan for their 2019 performance.
Status: Achieved
2020 Goals
Conduct the customer satisfaction survey in all CCI countries except Kazakhstan in 2020.
2019 Goals
Continue providing trainings to our distributors and pre-sellers
Performance
in 2019
A total of 421 distributors from Turkey, Azerbaijan, Kyrgyzstan, Pakistan, Iraq and Turkmenistan participated in Distributor Pre-Seller Online Training in 2019 and 1,448 pre-sellers successfully completed and were certificated.
Status: Achieved
2020 Goals
Continue providing trainings to our distributors and pre-sellers
Winning with the customer is the key motivation behind our customer-centric organization, our joint initiatives with customers, and our superior execution. In order to reach 400 million consumers, we work with more than 780,000 sales points, including supermarkets, restaurants, convenience stores, hotels and other retail outlets. We deliver products from 26 plants ensuring the highest quality products to our customers. We keep on investing in developing our people, technologies we use and cold drink equipment to ensure that our consumers access cold products.
Customer Satisfaction
Understanding the dynamics behind customer satisfaction and taking necessary steps for a stronger and sustainable relationship is crucial for CCI. The Customer Satisfaction Surveys we conduct in all of our operating countries allow us to see our own performance and satisfaction levels from a customer perspective. These studies enable us to focus on the gap between our customers' expectations and our current service levels. We have been conducting customer satisfaction surveys in Turkey since 2005 and in other countries of operation since 2012.

In 2019, total 3,582 customers in Turkey and Kazakhstan were interviewed face-to-face to take the actions necessary to improve our customer services. The customer satisfaction score increased significantly compared to 2018 as the result of our actions to increase in the timely product order delivery as well as relationship health tracking; a measure of customer relationship management
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Distributor Satisfaction
Distributor Satisfaction Surveys are conducted via a third-party service provider annually to evaluate the satisfaction level of our distributors. As a measure of our company reputation, surveys inform us of our strengths and weaknesses about our partnerships with our distributors and our ability to manage the distributor network. CCI Turkey’s 2019 survey score was 89%.
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Distributor Pre-Seller Online Training
We provide CCI Distributors and Pre-Sellers both in-class and online trainings to support their sales capability developments and to equip them with in-depth knowledge through high interaction.

An online training system was launched in 2018 for our sales representatives to enable the newcomers to understand the TCCS and CCI business processes better, and to have a better understanding of their responsibilities. The online training includes modules such as “Basics of Coca-Cola System”, “A Day of a Pre-seller”, “Merchandising and RED”, “Trade Math” and “Dealing with Complaints”.

A total of 421 distributors from Turkey, Azerbaijan, Kyrgyzstan, Pakistan, Iraq and Turkmenistan participated in Distributor Pre-Seller Online Training in 2019 and 1,448 pre-sellers successfully completed and were certificated.
CCI Customer Interaction Center
CCI Customer Interaction Center’s mission is to understand and satisfy customers' and distributors’expectations across CCI geography and exceed their expectations with the best service methods.
We satisfy the customers, distributors and create new customer opportunities through various and flexible work flows that we develop.
We call back most of our incoming callers about their service requests to ensure their satisfaction with the solution provided.
We conduct issue-based customer satisfactions surveys and take proactive actions.
We analyze all our calls instantly and make issue-based reporting.
We monitor our service and quality level daily and take actions when necessary.
In 2019, we received 315,000 service requests in Turkey for different issues regarding customers (both existing and new), distributors, fleet and finance. Moreover, our Customer Interaction Center performed 214,151 outbound calls to check the satisfaction with service levels, reaching 90.000 more customers compared to 2018. Also, in Pakistan, we received about 200,000 calls at two of our call centers.
Customer Trainings
In Turkey, 14 customer development training sessions for 250 participants were organized.
Customer Focus Groups
As a reflection of the emphasis we place on our customers; we occasionally organize Customer Focus Groups for the benefit of our Local Key Accounts (LKA). The main purpose is to create value for our LKA by helping them better internalize their own identity, capability and value.
Joint Business Plan Meetings
In Turkey, to increase customer collaboration, Modern Channel Joint Business Plan (JBP) meetings are held every year with a joint agenda that constitutes top local and national accounts’ priorities and annual marketing plans. Every year, cross-functional teams from both the customer and CCI get together to ensure co-marketing and the alignment of operational plans of both parties. In 2019, we met with 250 participants representing 75 customers at JBP meetings where we shared our plans with our customers.
Route to Market (RTM)
We aim to offer a sustainable Route to Market (RTM) model for delivering superior customer service through perfect commercial execution. CCI Turkey’s indirect RTM model serves as the sustainable “Best in Class Customer Service”.

We implement FutureProof RTM which is a new and innovative RTM model in our Turkey operation to better serve our small traditional segment customers. We use omni channel capabilities and take orders through Customer Interaction Center. This enables us to re-evaluate the vehicles we need in the field and optimize the number of vehicle movements, the mileages and the time spent on a daily basis. This implementation gives us an opportunity to decrease CO2 emissions.

We track all potential customers every two to three years via our Every Outlet Survey (EOS). “One Number Score” is our monthly commercial KPI that helps us track 10 performance metrics which covers availability, visibility, cold drink equipment efficiency and effective customer call.
Right Execution Daily (RED) Practices
The Right Execution Daily (RED) system helps us offer products to our customers and consumers in the most optimal ways. “Right Execution Daily” is a process that enables us to apply and monitor superior execution in line with commercial strategy at a sales point level. Ultimate goal of RED is to accelerate growth, with four pillars; “Picture of Success”, “Execution”, “Tracking” and “Coaching” across all CCI regions.
We switched to a higher level of monitoring in our RED project in Turkey by introducing image recognition technology in 2016. This new technology enables us to cover all of our traditional sales points. It allows our sales teams to follow their own customers’ merchandising standards and practices through photography.  It has been a game changer for reaching execution excellence on field with solid business results and for being a volume growth driver. Following Turkey’s successful implementation, we started to use this technology in Iraq in 2017, Kazakhstan, Azerbaijan, and Kyrgyzstan in 2018. With Jordan and Pakistan, we reached seven countries in 2019. In addition, we have expanded this technology to On Premise Channel as well in Turkey and in Kazakhstan regions. We plan to roll-out in Tajikistan as well within 2020.

At Global Customer and Commercial Leadership Awards
(GCCL)
CCI won the 1st Place Award
Best All-Around the World & Commercial Market in Turkey
&
RED became one of the finalists
“How to Build a Sustainable Growth Momentum with RED”

Excellence in Supply Chain


Our far-reaching regional presence requires us to manage a large value chain that creates significant social, environmental and economic impacts. We believe that It is our responsibility to diligently follow our sustainability policies, monitor our targets and disseminate our best practices in all our operations, and implement them within all parts of our value chain.

Excellence in Supply Chain


Owing to our far-reaching regional presence, we have to manage a large value chain resulting in significant social, environmental and economic impacts. Thus, we see it as our responsibility to diligently follow our sustainable methodology, and remain unlimited in our sustainability policies and practices in our own operations, and implement them within all stages of our value chain.
Goals and Achievements
2019 Goals
Increase the number of OE (Operational Excellence) Project and savings in all operations
Performance
in 2019
Saved 2.09 million USD through 29 new projects in all countries and reached total savings of 73.21 million USD since 2008
Status: Achieved
2020 Goals
Increase the number of OE projects and savings in all operations

A Case of Success In Turkey In OE Projects

Throughout our organization, we strive to incorporate a culture of Operational Excellence (OE) with the long-term intention of meticulously improving our business processes and systems. The OE Model is based on Lean Six Sigma methodologies and applied to all company functions. While the model focuses on maximizing quality & efficiency and minimizing failure, it also aims to decrease the environmental impacts that arise from our bottling operations. are given
OE Performance (2019)
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* Other CCI countries; Jordan, Kazakhstan, Azerbaijan, Pakistan, Kyrgyzstan and Tajikistan.
OE Performance (2008 to 2019 Cumulative)
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* Other CCI countries; Jordan, Kazakhstan, Azerbaijan, Pakistan, Kyrgyzstan and Tajikistan.
CCI Turkey Operations Innovation Day
EFQM Model’s fundamental goal, “harnessing creativity and innovation” along with CCI’s vision to become the best FMCG company were our inspirations in establishing CCI Turkey Operations Innovation Day. This dynamic event provides an opportunity to all employees for sharing their ideas and fostering the innovation culture and to CCI to be able to recognize and reward innovation and stimulate new ideas that can lead to a positive impact on our communities and business operations, within CCI. The Innovation Day brings together CCIdea, OE projects and the Innovation Competition under a single roof.
Fourth CCI Innovation Day was held in 2019 with the concept of “Alchemy of Innovation and Failure & Innovation”. Seven finalist projects in OE category and 11 finalist projects in Innovation category were presented. The first three projects in each category were selected by televoting and were rewarded. We received 394 ideas in 2019 with a total of 3,499 ideas from our employees within the scope of CCIdea since 2014.
An Idea Festival of Anadolu Group
Bi’ Fikir Festivali (An Idea Festival) is open for participation by Group companies and rewarding the ones successful in innovation. CCI's 'Palletization Unit Occupational Safety System' was selected as the second-best project in Explorer category and 'First-Phone Charging Beverage' project was ranked as third best in the Inventor category.

CCI participated in the festival with the highest number of projects and rewarded as 'The Most Successful Company' where various innovative and creative projects have gained great appreciation.
Consumer-Well Being
Human Rights