- Heineken wants to become
the best connected brewer
and actually that's based on our history.
We have super strong
connections with our consumers
and we have known them for 157 years.
We built our strategy
which is called Evergreen.
It is how do we keep growing,
how do we understand the consumers,
where do we invest, where do we innovate.
- It's not possible anymore to do things
the way you did before,
it's a matter of survival
of CPG companies.
- The way we manage
our brands has changed.
From traditionally being brand-focused,
to being very strategically thoughtful
on our route to consumer.
You always start with
your company strategy
and then you look at digital tools.
- Microsoft has a real
understanding of the art
of the possible. Bring
the knowledge of Heineken
where we really know what
makes customers tick,
what the relationship is,
what the pain points are.
Together, with Microsoft,
we can create the dream
of a seamless experience
for all our customers across
the entire value chain.
- When we say focusing on
customers needs and pains,
there is no one-size-fits-all.
So we really tried to move
away from traditionally
looking at the market and just say,
"This is a bar, and the
needs of a bar is X, Y, Z,"
saying, "within the channel bar,
you have different kinds of
customers. The individual.
The person."
The role of these sales reps are changing
because of the digitization.
We need sales reps for
value-add activities.
For example, an outlet owner starts a bar,
he's short on cash;
how can the company
help in a tailored way?
You can talk about design.
You can inform an outlet owner on pricing.
- And we're implementing
the Voice of the Customer
and really trying to find out
what are the key pain points
of our customers,
transforming that into actionable insights
for our customers to really
build a bigger business.
- Data is the new fuel
of the companies, right?
But only having the data is not enough.
But what we are looking
for is to enable the power
behind the data.
To predict what kind of demand
and what are the consumer trends,
how we can connect with
social media events,
how we can check about the weather.
- AI, machine learning are absolutely
the tools of today.
A targeted sales activities,
or next best action,
where's the most value, what
should sales reps discuss.
- And, the data will tell us
where the biggest uplift is coming from.
This is a machine
learning, a data decision.
And then step-by-step in a
very organized and intentional
process that will create
happiness of the customer.
- There is a transformation
that we are doing not only for Heineken,
but for the overall industry.
That's what the mission
is to be the disruptors
and change agents of the
future of this business.
- Heineken and Microsoft together
can build something
which is super powerful.
Microsoft is bringing people together.
We will add the flavor to
that over a beer, in a bar,
we can create a real, true,
and emotional connection
with people.
Bringing those two elements together,
it's going to be magic.