More than a decade ago, General Mills developed a CRM system called International Contact Entry (ICE), which collects consumer contact data from phone calls, mail, email, and the Web and puts it all into a single Oracle database and a SAP BusinessObjects reporting system.
"We now have a single database for global consumer contact information that spans the various silos of division, plant or country," says Jeff Hagen, the food giant's director of consumer services. The business analytics group develops dashboards and reports to serve not only his group, but also the Quality and Regulatory Operations (QRO) group, whose job is to ensure product quality and safety.
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