Food and beverage / Beer
Heineken: Recommending sales visits and offers
- Company
- Heineken
- Country
- Netherlands
- Adoption stage
- In operation
- Source published
- Date basis
- The date the source was published. It can differ from the date adoption started.
- How the source was checked
- Checked a source excerpt through a search tool
The work problem
The time a sales representative spends with a customer is the resource HEINEKEN values most. In the past a large part of that time went into taking orders and checking product stock. The company wanted to digitise that process so representatives could spend their time talking about product innovation, promotions and a better customer experience.
Technology and data
AIDDA is short for AI Data-Driven Advisor. It predicts the next action to take with a customer and tells the sales representative. It chooses which action to take and which channel to use based on the value potential of the customer and the company's business strategy. HEINEKEN embedded AIDDA and other analytics products inside its existing CRM applications and its B2B platform. The people who actually carry out the recommendation are the sales representatives and the telesales agents.
Results
HEINEKEN said it first applied the model in Mexico. It reported revenue growth of more than 5 percent in the first year. In 2024 it extended the model to Brazil, Mexico, France, Italy, the United Kingdom, Austria and Ireland. More than 3,700 sales representatives and telesales agents in these markets use the AI recommendations. As a qualitative change the company pointed to the shift in the representative's job from taking orders towards acting as a business adviser.
Limits and open questions
The 5 percent revenue growth is a first-year figure from the single market of Mexico. The source gives no revenue effect for the other markets it expanded into.
Sources
- Brewing with Artificial Intelligence (AI)theheinekencompany.com, Accessed
Compiled from public sources. These are not results from ATF Works customers.