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The F&B sector needs CRM, too

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The food and beverage industry is one of the longest-standing sectors in modern enterprise. Catering to a basic human need, companies in the F&B sector are practically assured of longevity. Still, food and beverage makers compete in their own arena, vying against hundreds of similar-tasting, similarly packaged goods on rows and rows of shelving. And while the aid of technology has allowed food and beverage makers to provide a growing population with sustenance of better quality, cheaper price, and faster preparation time, companies still have to exhaust all avenues to remain top of mind.

With the Internet being the best channel for reaching out to customers, companies in the F&B sector have one by one claimed their virtual spaces. All major food and beverage makers now have official websites, Facebook pages, Twitter accounts, and Pinterest boards, in addition to the microsites and corresponding social network profiles for each brand under the umbrella. While some marketers question the necessity of these– seeing as F&B companies ultimately do not generate income from the Internet– recent events have made the benefit clear.

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The much-hyped Oreo Twitter campaign, a simple tweet that contained a clever message during the Super Bowl blackout, demonstrates how a food product can benefit from effective CRM. Tweeted at the right time, with the right message, the understated message quickly grabbed consumer attention and had been a main topic for days even after the games.

Regulations for food and beverage products are constantly changing, disrupting the distribution chain and ultimately affecting profit. The CEO of a leading CRM provider, Charles Phillips talks about how digital systems track these rule changes and design ways to adjust production and delivery. Read more about his work on this Facebook page.

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