Unilever Food Solutions

Developing a digital CRM capability building program

What they wanted

As the dedicated foodservice business of Unilever, Unilever Food Solutions (UFS) is an industry leader in providing innovative and high quality professional food ingredients and services, created by chefs for chefs. Aiming to increase its reach and relevance to chefs, UFS launched a new platform and CRM approach across its local country organizations. Parallel with this launch, UFS felt the need to build local digital CRM capabilities to allow countries to make use of these new opportunities.

What we did

We started by analyzing all existing (digital) initiatives within the organization and prioritized these to apply focus, and subsequently assessed what content and capabilities were already in place and what main gaps were. Then SparkOptimus and UFS co-created a pragmatic capability building program to build the required skillset within the local country organizations. The workshop materials covered both sharp & simple content as well as practical exercises to ensure that participants could truly run digital CRM in their daily work.

What we achieved

By developing this pragmatic workshop, SparkOptimus and UFS created an integrated approach that ensured focus in the countries’ digital initiatives. And by delivering this workshop in an actionable format, we built awareness and knowledge within the country organizations and left them well-armed to start implementation right away.

What they said

“Faced with the huge challenge of finding the right focus and content for our digital capability program SparkOptimus guided us on both. In an extremely sharp, smart and pleasurable way.”

– Alewijn Brouwer, Global Marketing Capability Manager, Unilever Food Solutions