Kimberly-Clark uses CommBox to leverage customer engagement for multiple brands, sectors, languages and communication channels

Founded in 1872, the Kimberly-Clark Corporation is listed among the Fortune 500, with 43,000 employees worldwide. Kimberly-Clark Israel is the largest marketer of non-food, disposable consumer products in Israel. The local company (previously known as “Hogla-Kimberly”) manufactures and markets a broad range of products to the household, the retail and the institutional markets in the following diversified categories: baby & child care, toilet paper products, feminine hygiene, adult care and household care products.

The Challenge

The vast scope of Kimberly-Clark’s activities as one of the largest retail companies in Israel obliged it to deal with an increasing customer interest in social networks. At the same time, the company wanted to reduce the call centers load through digital transformation into communication channels that could be managed more simply and effectively than the traditional ones.

Every technological solution had to take into consideration that Kimberly-Clark’s service and sales activities are carried out in various fields, in different languages (mainly Hebrew and Arabic) and in various brands, which are not necessarily related to each other in the eyes of the common customer.

The Solution

With CommBox, Kimberly-Clark Israel effectively manages 15 popular social media pages (mostly on Facebook and YouTube) which are focused mainly for the main brands that the company represents in Israel, such as Huggies, Lily, Kleenex, Molett, Nikol, Kotex, and others.

Since the initial social media implementation, Kimberly-Clark has also started managing customer communications through CommBox on the other main digital channels, such as emails, chat, and SMS.

An interactive navigator implemented on Kimberly-Clark’s websites and social media pages controls the flow of the customers and takes them where they need to go in the fastest way possible, taking into account the relevant brand, the customer’s language and its specific inquiry. The customers can decide on which communication channel the agents will contact them according to their personal preferences.

The Results

Kimberly-Clark’s executives and agents who use the system expressed high satisfaction from CommBox, and noted that it has greatly improved both internal work processes and customer satisfaction.

In view of this, Kimberly-Clark is constantly connecting additional social media pages to CommBox and embracing the new features of the platform, in order to further enhance digital customer engagement.