Instructions

The purpose of this document is to provide guidance to the markets for

designing their Sales, Marketing and Customer Service teams and have
a consistent approach.

Information provided here is solely for internal purposes and will be

updated from time to time.

Examples are used to elaborate and exhaustively cover different

scenarios, however there may be some unique situations which should
be addressed keeping the overall design principles

Organisational model recommended here are subject to consultation.

Final structure and implementation timelines will be agreed with the MSE
program Steering group and work councils
Go-To-Market Design Playbook: Customer Service
Dated : 01 January 2024
Created by : Sales & Marketing Transformation, Rajiv Vasudeva
Functional Owner : Global Customer Service, Eric Schmid
HR BP : Roberta LaTorraca
Customer Service Playbook
Index of contents

01 Mission

02 Tasks to be done

03 Organisational Model

04 Ways of Working

05 Capability: People, Process & Tools

MSE- Marketing/ 2023

General
Mission
… and key changes

General
 CUSTOMER SERVICE MISSION
Deliver best in class Customer experience, driving Operational &
Quality excellence with continuous improvement in our service
levels and translating customer needs into impactful and time
bound actions while identifying opportunities for growth

MSE Customer Service

General
 KEY CHANGES
o First line of response for all post-sales service and
ONE CUSTOMER
support requests
SERVICE TEAM
o Responsibe for managing recurring orders

o Proactive approach to improve customer experience

across all touchpoints
ACCOUNTABLE FOR
o Drives operational and quality excellence through
POST-SALES CX
measurable and concrete actions
EXCELLENCE
o Strong collaboration with Business Units to amplify and
respond to Voice of Customer

o More digital & automated workflows to become faster

SPEED &
and easier to do business with
EFFICIENCY IN
o More empowered and relieves Sales team of internal
SERVICE LEVELS
administrative/ operational tasks

* Design, PM, AM, Parts, Maintenance, Consumables & Services agreements

Customer Success an established Industry model

► Customer success is the concept of achieving business growth by

adopting a customer centric post-sales approach and mindset
► Organizations focus on customer retention to sustain growth, by
delivering & continuously improving customers’ satisfaction through
our products, services and interactions

MSE Customer Service

General
 From the eyes of the customer?

Proactive Planning Experience

with quality Excellence of
mindset Post- sales service

Faster An accountable
improvements One Customer
and response Service team

MSE Customer Service

Tasks to be Done

General
 Customer Service: Tasks to be done L D P

Manage recurring Sales Orders: From quotation to invoicing of Design, PM, AM, Parts, Maintenance, Consumables & Services agreements

✓ Monitor and follow-up the order pipeline of PM, AM, VMR, Parts, Services (within Services Agreements), including support with order calculation and
SO/DO changes
✓ Order confirmation and communication to customer including contacting customers for Purchase Orders, generating Proforma invoices & CMR where
needed, monitor credit blocked orders, credit limit and resolving any system issues
✓ Ensures timely delivery of materials and services for smooth customer operations including cordination with planning & logistics teams and addressing any X X
customer requests for changes
✓ Invoicing: Secure timely invoicing, credit notes and support for overdues or reconciliation; escalates when needed
✓ Receive services request from customer, quote, request in FSM (Future state), negotiate and align with customer
✓ Receive cases from ORS / Issue Resolution Process - Prepare quotation / initiate FSM (Future State) in case of customers without contracts. Negotiate
and align with customer

Operational Planning & Forecasting

Tasks to be Done
✓ Capture running hours (where manual collection is required) to understand customer production trends
✓ Drive proactive planning with customers to ensure that their operations run smoothly
✓ Forecasts AM/ PM/ VMR and Services with customer and/or based on pipeline, projections and closed sales X
✓ Monitor FG inventory & over/underproduction of PM/ AM/ Parts
✓ Ensures operational design conversion and execution
✓ Supports Account Management with inputs to prepare & execute Account Plans as well as during preparation of Services Agreements

Enhance Customer Experience by driving a common agenda for proactive and continuous improvement actions

✓ Drive customer experience for respective touch points in the customer journey
✓ Capture customer paint points received from CX and RCX feedback, customer meetings and proactive analysis of quality and operational dashboards
✓ Drive proactive Quality and Operational Improvement with agreed objectives and timebound actions, which are communicated to the customer X X
✓ Build strong relationship with customer’s operational teams, establishing open communication channels and ensuring that Voice of Customer is
documented and acted upon by respective business units
✓ Ensure speed and accuracy in responding to customers’ requests for information such as certificates, specifications, prices and order status

General
 Customer Service: Tasks to be done L D P

Master data quality and Promotion of Digital tools

✓ Coordinate relevant master data updates from customers to maintain accuracy in system such as installed base updates, customer site information and
contact data. Support in case clarifications for the back-office are needed.
✓ Use data and insights both internally and with customers to improve efficiency and effectiveness in processes X X
✓ Promotes Tetra Pak’s digital platforms for customer self serve to drive speed and efficiency in our ways of working: eBusiness, easyDesign, TnT, My Tetra
Pak
✓ Onboard new customers as and when required

Sales Support including generating Up & Cross selling leads

✓ Capturing leads and enquiries coming out of customer interactions

Tasks toof Services
✓ Drives growth be Done sales by increasing TPMS Hit Rate, ensuring Parts and Maintenance coverage and selling consumables to all customer’s
X
installed base (SAR)
✓ Leverage insights from customers to upsell / cross-sell by creating leads and opportunities
✓ Process quotations for low complexity / value opportunities (SAR)
✓ Participate in the MRK process (SAR)

First line of response for receiving customer issues

✓ Receiving customer requirements and issues related to product and service delivery. Coordinate with BU for faster issue resolution and ensuring that all
relevant information is received for timely escalation X
✓ Customer communications regarding status of issues
✓ Coordinate with on-site engineer (SAR)

General
Organization
Model

General
Organisational Model

► The number of resources per position are to be defined

Managing Director
by each market.
► The number of Team Leaders will depend on team size
and complexity. Depending on the need there could be
Customer Service
& Design Director/ one TL for Front Office and one for Back Office.
Manager ► CSR and DD titles as per CST implementation.
► Roles with an (*) are not mandatory in all markets.
Customer Service ► The role of Services Support Representative may be
& Design Team SAR Team Leader* present in a few markets. This should be presented in
Leader *
the GTM proposal with a clear explanation of the need
and tasks to be done
Customer Service Services Account ► Separate CS & D team leaders for BO and FO can be
Representative Representative
made in case larger team

Deviations accepted depending on the context

Supply Chain
Coordinator
► Share resources between markets depending on the
business volume / needs of the market

Design Developer

MSE Customer Service

General
Ways of working
…including interface and
touchpoint

General
Customer Service
Driving Operational & Quality Excellence

Market
Customers Quality Forum Leadership BU & Factories
Team

▪ Identify customer needs & ▪ Provide inputs based on Customer ▪ Keep MLT informed on actions and ▪ Escalate the voice of customer &
challenges incl. improvement interactions and insights from CX customer feedback market to expediate resolution
requests to drive common agenda & ▪ Lead, act and communicate on ▪ Agree on action plans to address
▪ Seek required decisions from MLT
continuous improvements actions related to Customer Service customer issues, complaints or
▪ Close partnership with Sales and
▪ Drive relevant CX touchpoints teams improvement requests
Services Director on updates and ▪ Support implementation of resolution
▪ Support deployment of solutions ▪ Seek timely resolution for customer
Quality Plans to customers
along with Portfolio teams & sales pains
▪ Drive Self serve & adoption of e-biz

General
 Quality & Operational Excellence in Markets
Embedding a proactive approach in customer service

Desired Actions Desired behaviours

► Drive proactive planning and follow-up to ► Take ownership of the customer interface for
ensure customer operations run smoothly their operational needs
► Voice of Customer is acted on and channelled ► Proactively acts based on customer feedback
to business units for improvements
► Think Quality from the eyes of the customer
► Drive customer experience for the relevant
► Be efficient
touch points (TBD) in the customer journey
► Be productive
► Non-CX improvement needs (such as digital
platform improvements, outputs from common ► Be Digital
agendas) are driven & escalated, as needed.
► Right first time, every time.
► Drive efficiency using data analytics leading to
improved ways of working & cost of serve

PE/2017-09-18 / 16
General
 Quality & Operational excellence ownership
CS Leader and Services Director

CS Leader Services Director

1. Accountable for timely actions and 1. Accountable for mid / long-term quality plans
communication with customers in regards to:
− Market Quality Plan
− Proactive planning and accurate forecasting of recurrent
business, enabling operational excellence − Customer Quality Plans (in KA Plan)
− Action plans based on relevant CX feedback
2. Drives deployment of products and solutions to
− Implementation of improvement activities incl. RK/action order
ensure optimal customer operations
− Product return/replacement to minimize expansion of issues
3. Drives continuous improvements in Services
2. Escalates issues to BU’s and factories and
offers to maximize profitability, minimize
becomes the interface in the market
deviations and deliver world class customer
3. Drives continuous improvements in assigned experience
areas to deliver on targets

Participate in Weekly Issue Pulse / Market Area Quality Forum

Close co-operation with Portfolio to address customer needs

General
 Collaborating to drive Quality excellence
CS Leader and Services Director- Who deals with what?
Services Director
I had an unsterility and I want to I will discuss with the CS Leader
discuss my claim! and support the account team
when discussing with the customer.

I will ensure I follow-up on the

status, action and timelines and
Customer This machine issue has been update the customer via the
going for months and I want to account team
know how TP will fix it !

My team will study your pain

points and prepare a customised
I want to improve my OEE and I plan to improve your OEE
need TP support on that.

Customer Service Leader

My maintenance took I will discuss with CSO and
2 days more. I’m very build an improvement plan to
dissatisfied with TP staff’s be communicated to customer
competence. and account team.

I will ensure SSN has an

My Spare Parts are constantly action plan in place and that
delayed and I want better it’s well communicated to
explanations! customer
General
Cross functional collaboration is key
Defined responsibilities based on products
Parts
Category Activity SAR Sales Manager Inside Sales *
Administration
Preventive Maint. Planning X
Preventive Maint. Offering X X
Parts - Order Handling X
Parts /
Maintenance Corrective Maint. / Troubleshooting
X
Planning

Other Products (Proactive Offering) X X

Proactive Offering X X X
Training
Planning Requests X

Proactive Offering / New Products X X X

Recurrent / Transactional orders

Consumables ** X
(Reactive)

FUP pipeline of existing customers X X

* For Transactional Customers Inside Sales / June-2023 19

** Final portfolio to be confirmed General
What is expected from you?

► Be the leader envisioned

► Take charge & be accountable

► Work closely to improve & share

► Be a stronger voice of customer

& market with stakeholders
Functional
Competence & Skills

… Incl. process and

tools

General
 Customer Service and Design
Functional competencies

Custom Custom Supply Supply Supply

Supply
er er Chain Chain Chain Design Design Design
Chain Design Services Services Services
Service Service CSR CSR CSR Coordin Coordin Coordin Develop Develop Develop
Coordin Develop Support Account Support
Director & (Level (Level (Level ator/Spe ator/Spe ator/Spe er er er
ator/Spe er Team Represe Represe
/ Design F) G) H) cialist cialist cialist (Level (Level (Level
cialist (Level I) Leader ntative ntative
Manage Team (Level (Level (Level F) G) H)
(Level I)
r Leader F) G) H)

L&ISC Customer understanding 4 4 4 3 3 3 2 2 4 3 2 1 4 3 2

L&IS Demand Management 5 5 5 4 3 5 4 3
L&ISC Tools & System knowledge 2 4 4 3 3 5 5 4 3 5 4 3 3 4 3 3
L&ISC Numerical and financial understanding 4 4 3 2 3 3 2 4 3 2
L& ISC Process knowledge 4 4 4 3 3 5 5 4 3 4 3 3 2 4 4 2
L&ISC Product knowledge 4 4 4 3 4 3 3 3 4 3 3 2 3 3 2
L&ISC Supply Chain Management 5 5 4 3 4 3 3 2
PM-WCM basic skill and Tools 3 3 3 3 3 4 4 3 3 4 4 3 2 2 2
Value Selling 2 2 2 1 1 2 2
L&ISC Packaging print design techniques 1 5 4 3 3
L&ISC Packaging print design development 1 5 4 3
L&ISC Repro Process 2 5 4 3 2
Customer Business & Operations understanding​ 3 2 2 2 1 2 2 2
Account Planning & Management 2
Financial Business Understanding​ 4

General22
MSE Customer Service
Definition of competency levels

1 2 3 4 5
Acquire Develop Apply Lead Shape
At this level you At this level you At this level you At this level you At this level you
demonstrate broad expertise
demonstrate a specialized in this competency. You apply this competency with a
are able to apply this depth of expertise in this demonstrate the ability to Iong-term focus, to a global
are learning concepts and competence under guidance competency. You coach and develop others, organization and/ or
basic steps and to standard and demonstrate independence and can apply this externally. You demonstrate
assigned tasks and ability to apply it to competency across the the ability to create the
complex problems organization beyond your organizational environment
immediate team

Details of levels
Training links Levels and
(WIP for SARs) Training links

General
MSE Sales
Portfolio Competence
Levels defined and Links

For new employees or new to role : Tetra Pak (edcast.eu), “Tetra Pak Services Sales Induction”;
General
MSE Customer Service
Tools needed to execute Customer Service tasks
System Today’s State

Services Cloud/RPAs Channeling all customer requests to CSD. RPA for automated Sales Order or delivery request creation.

CRM (Services) Request training and services activities, housekeeping, create services orders, check customer information and request cost transfers.

Salesforce (SmartSales) Account objectives and tasks. Open sales leads and opportunities

Bizagi Open an authorization request for a Credit Note.

Ariba PR for services not in CSO scope. Few cases with external design.

SAP Create contracts, manual services order SM01/SM02, credit memo request, DMR, Invoices, quotes, housekeeping

SAP Business client Create and update customer information.

BO Used for detailed analysis outside Power BI.

QuTI-P Create a technical Issue or Query (Claims)

PME / FSM Plan and check resource availability

PowerBI Services Sales Reports, Parts Logistics (delays). Customer operational information (PM / AM).

PIV Review information about parts

E-business Place orders on behalf of customers

Customer Systems Upload invoices on markets where the SAR oversees invoicing

On Key Plus Download TPMS List and create SM01 related to contracts

My Tetra Pak Limited availability of documents required by the customer.

RPAs Some markets have specific repetitive tasks to perform

Script Develop specific program to mass load data/perform transaction. Catalogue under construction for Back Office (PM/AM) productivity

Easy-design Already in place

General
MSE Customer Service
The Learning Journey
for Customer Service

General
How we will progress with the CS leader forum in 2024
Stage wise together we get to success

Q1
Change Q3
Understand the Execute
vision, initiate Execute the
change and new way of
embrace new Q2 working
way of working Learn Q4
Plan for the new Share
way of working. Share and learn
Identify from success
opportunities and stories
obstacles

General27
Tools for the CS Leaders
Ensuring communication and driving improvement

Detailed Playbook for

CS Leaders teams channel Questions & Answers
Customer service

A list of questions with

A teams channel dedicated A detailed Playbook having
answers which you may face
to communicate, interact everything to excel in
from your team & other
and share Customer service
stakeholders in market

General
 We are just starting our journey
Customer Service Excellence Roadmap

NOV DEC JAN FEB MAR Q2 Q3 Q4

Workshop 1 Workshop 2
Dec

Customer Service Leaders forum

Vision  Customer Service Playbook  Way of working  KPI Dashboard  IOs  Touchpoints for CX  Interface improvements
Feb

Learning and capability building

Understanding CSR & SAR work  Trainings for SARs  My TetraPak
Apr

Tools & Systems improvements

Automation roadmap  Tool improvements for CSRs/SARs

General
Workshop details in Jan’24
Marketing & Sales
Excellence

General