JTA was formed in 1999 when Japan Tobacco Inc. acquired the non-US operations of tobacco company R.J. Reynolds. The further acquisition of UK-based Gallaher in 2007 nearly doubled the size of JTI by adding 11,000 new employees. Today, this company has over 26,000 employees, and operations in 120 countries. JTA headquarter is in Geneva, Switzerland. JTA diverse employee base is made up of over 100 nationalities building careers at JTI that span their worldwide operations. JTA is a truly international business. JTA corporate strategy is: build and nurture outstanding brands, continue to enhance productivity, sharpen focus on responsibility and credibility, develop human resources as a cornerstone of growth with a focus on continuous improvement. We customized Japan Tobacco International Email Marketing and made MS Dynamics CRM Integration. How did we it with Microsoft Dynamics CRM? Let’s consider this successful case.
Company Size: 26000 employees
Country or Region: 364 offices in more than 120 countries, 25 factories, 8 R&D centers and 5 tobacco processing facilities
Head Office: Geneva, Switzerland
JTI is a member of the Japan Tobacco Group of Companies. Headquartered in Geneva, Switzerland, JTI has over 26,000 employees across the world representing more than 100 nationalities. The company markets world-renowned brands in more than 120 countries and has 364 offices, 25 factories, 8 R&D centers and 5 tobacco processing facilities. With such a wide geographical and functional spread, JTA has opportunities in areas ranging from Global Supply Chain to General Administration, Sales to Product and Manufacturing. JTA is big enough to offer a wide range of development opportunities to create the career path. Ongoing coaching and on-the-job training – provided by line manager and facilitated by JTA HR team –help broadens stuff skills.
Project Dates Attended:
Product and Services:
- Microsoft Dynamics CRM
- UDS Email Marketing Tool
Email Marketing & CRM Dynamics Integration has been a huge success, not only has the solution virtually eliminated hard copy marketing materials and the costs associated, but it has enabled JTA to deliver and semi-automate personalized, interactive email contentDmitry Staritsky
As of 2015, JTI employed about 26,000 people around the world at 364 offices, 25 factories (producing cigarettes), 9 research & development centers and 5 tobacco processing facilities. Has 300+ corporate philanthropy projects around the world, 9 Global Flagship Brands: Winston, Mevius, LD, Camel, Sobranie, Glamour, Silk Cut, Benson & Hedges and NAS, 10,338 million USD in core revenue, 398 billion cigarettes or cigarette equivalents sold by JTI in 2014.
In 2009, the JT Group acquired part of the worldwide business of Tribac Leaf Limited (a company that trades tobacco in Africa), as well as two Brazilian companies active in the tobacco business, Kannenberg and KBH&C. In the same year, the JT Group also set up JTI Leaf Services, a joint venture with two leaf suppliers in the US – Hail & Cotton Inc. and JEB International.
«Japan Tobacco International» (JTI) is a leader on the CIS tobacco marketplace and the third largest tobacco company in the world with the market share of 10%.
Nowadays the company is among the largest FMCG multinationals in the country with a modern factory based in Kremenchug, Kyiv-based headquarters and 9 regional offices in the largest cities of Ukraine.
The main business objective: JTA Email Marketing & CRM Dynamics Integration
- 300K active customer database
- E-mail marketing campaigns
- SMS mailing
- Data input and mining optimization
- Personalized content & delivery to recipients
- Frequency & content set by recipient
- Marketing decentralized yet in control
- Strengthened stakeholder relationships
- Relevant, up to date information at Partner’s fingertips.
Integration with the company’s web-sites (SSIS technology)
1. Call Centre automation
Using MS Dynamics CRM integrations fully automate and streamline call center processes and improve business efficiency.
Workflow Automation. Building workflows saved massive amounts of time and money because many things that were done manually are now automatically done by the code automation in the CRM. Each department can track the progress of their work, and they only see what they need to see. It’s really helping them do their jobs so much more efficiently and effectively. These workflow efficiencies have resulted in improved speed-to-call, increased customer satisfaction, and decreased cost of lead acquisition.
Real Time Analytics. Before adopting MS CRM, the call center had no way to track key business metrics. Out-of-the-box reporting tools allow management to instantly access dashboards with relevant data. Having a view of what’s going on in real time has transformed the oversight capacity of the company – they have useful information about their business available in real-time at the push of a button.
2. UDS Email Marketing Tool functionality includes:
Advanced built-in email template editor
- Advanced HTML design and text editor
- Personalized emails with the information from recipient’s contact form (client name etc.)
- Add surveys to the emails with ability to automatically send answers back to MS CRM and display analytics
- All the information about previous email campaigns will be available in the recipient’s contact form
- Campaigns monitoring & management
- Quick launch by selecting target group and the template
Campaigns prioritization and cancelling
- Emails are sent both from SMTP server and directly
- Multithreaded application to increase sending speed
- Campaigns analytics
- Amount of open emails
- Amount of clicks to the links
- Amount of unsubscribed
- Detailed sending error analysis (not delivered, spam, etc.)
UDS Consulting ensured the data was connected and flowing freely between the two systems and Marketing were able to build their event registration forms and see that all email engagement metrics were fed back into JTA. All of the touch points between JTA Send and its partners were connected. This included preference management, which allowed their contacts to update personal details and subscription information via an email campaign or from the Field website
By using UDS Email Marketing Tool, JTA has gained deep, actionable insights that enable precise measurement of campaigns that are most valuable in terms of sales closures. Additionally, they now have a better understanding of what is necessary to transform prospects into customers. This has improved deal flow and enabled the company to move prospects through the buying cycle faster. It allows building relationships directly with their customers by gathering profile data and insights to improve customer intelligence
Microsoft Dynamics CRM provides JTA sales and marketing staff with a powerful tool to better identify prospects and convert those prospects to leads. Both JTA salespeople and independent agents use the system to manage customers and prospective customers through the sales cycle. The ability to not only plan campaigns, but to close the loop by tracking the results of planned activities provides JTA with insight into the performance of its sales and marketing efforts. They now understand their prospects in a more nuanced manner, that enables JTA to direct or communications based on persona, segment, or geographic area
Following the introduction of MS Dynamics CRM and UDS Solutions, JTA sales and marketing staff were empowered to more quickly and easily segment their customers for email marketing campaigns and reporting and has enabled improvements in email communications, both in terms of quality and efficiency, between local staff and international clients. JTA Email Marketing & CRM Dynamics Integration provideв focus for JTA business in terms of finding, winning and keeping customers, and allow company stuff to monitor this through user defined reporting. This Solution delivered all this and was easy to implement throughout the business