104/01/16 Copyright ©2011 by Oriflame Cosmetics SA

Elena BorisenkoCarlos Munoz

16-04-01 Copyright ©2011 by Oriflame Cosmetics SA

2

From Selling More to Selling Better

steps towards a global complaint

process in a decentralised organization

The Challenge

Problem:No global standards or guidelines on how

customer complaints should be

captured, communicated or utilized

(Some) implications:– Available complaint data provides poor

support for analysis and actions

– Loss of consumer feedback

– Low visibility of total costs associated with dissatisfying products

– Customer Service desks don’t receive enough information support from headquarters

– No comprehensive tool to follow-up on improvements measures

Solution: To design and implement a Global Complaint

Process

1967 1989 2000 2011

Oriflame’s expansion1990 - 2010: CAGR organic sales of over 16%

€m

Decentralization to enable fast expansionFocus on fast turnover of productsKPI – ”newness”Focus on emerging markets

OK.. Where do we start?

End-users

Customer Service

Warehouses, distribution centers

Consultants

Complaints information

QA: analysis, action initiation

Categorymanagers

Supplier management

Marketing

• Lack of standards as what is being entered and how

• Information ends up in different IT systems

• Entered information is not actionable

• Entered information is not complete

• Same codes are used for different reasons in different countries

Claim classification

Product - absent Box - empty

Deliverables

• Claim classification

• Suggestion on input process in different locations

• Suggestion on IT system upgrade

• Explanatory booklet

Quality and Process Management

Challenges of the implementation

The project

CustomerServicedesks

IT

Quality andProcess Management

IT

R&D

Finance

Regionaloperations

CustomerServicedesks

• Project’s scope grew outside the sponsor’s mandate

• No clear ownership

• Difficult to incorporate all different agendas

• Geographical remoteness of different stakeholders

• Scarcity of IT resources

• Operation managers are overloaded

Strategic considerations

• With Oriflame’s market maturing, customer service will become more important

• Complaint and customer service area will receive more attention in the company

• More support to local markets from the headquarters in the future

• First signs of centralization within the area

1204/01/16 Copyright ©2011 by Oriflame Cosmetics SA