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Dos Pinos / Advanced automation and segmentation for digital marketing campaign management

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Industry

Manufacturing

Challenge

Dos Pinos faced inefficiency due to a lack of integration and automation in key processes, impacting operations and information management. The contact center also struggled with handling queries via a single phone line without a self-management system.

Results

Improved Operational Efficiency: Manual processes replaced by automation, reducing response times and case management. Greater Control and Visibility: Integration of commercial and service areas into a single digital ecosystem. Customer Service Optimization: Implementation of the Knowledge Base and centralized customer service processes that increased response capacity. Improved Commercial Management: Automated processes that improved portfolio management and lead generation.

Key Product

leches.dospinos.com/
$500M
company's Annual turnover
Big
Company size
CRM, CX/UX
Project type

ICX Consulting designed customized strategies for each area, developed automated processes and trained the teams in the efficient use of the implemented platforms, achieving tangible results in operational efficiency and customer service.

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About Cooperativa Dos Pinos

Is a leading Costa Rican cooperative specializing in the production of dairy products, beverages, and candies. Founded in 1947 by 25 dairy farmers aiming to stabilize milk sales amidst fluctuating demand, it has grown into the largest producer and marketer of milk and its derivatives in Costa Rica, boasting a portfolio of over 900 product varieties.

The company maintains a significant presence in Central America and the Caribbean, exporting to 11 countries and employing over 5,800 individuals across the region. Dos Pinos was ranked among the top eight most chosen consumer brands in Central America by Kantar World Panel's global Brand Footprint classification. The cooperative continues to innovate and expand, reinforcing its commitment to quality, sustainability, and community well-being.

The Challenge

Dos Pinos' main difficulty was the lack of integration and automation in its key processes, which affected operational efficiency and information management in different areas. In addition, the contact center received queries through a single telephone line, without a self-management system that would allow for more agile and effective case management. 

 

Type of Service Contracted

  • HubSpot Marketing Hub Implementation
  • Communication Flow Automation
  • Contact Center with Knowledge Base
  • Business Process Optimization in Agroveterinary Area
  • Digitized Quality Management
  • SAP - HubSpot Integration for Refrigeration  

 

The Solution

ICX Consulting led a comprehensive digital transformation project, addressing challenges in various operational and commercial areas of Dos Pinos. Through a robust and collaborative strategy, significant advances in marketing, commercial and service management were achieved. 

Digitized Contact Center: Creation of a Knowledge Base that enables self-management of requests through forms. All inquiries are routed to a centralized pipeline, where the contact center team assigns them to the relevant department, ensuring visibility at all times.

Quality Area Automation: Elimination of manual processes using the HubSpot mobile app. Technicians now record cases directly on the platform from the inspection site, reducing paper use and improving response time.

Refrigeration and Maintenance: Integration of SAP with HubSpot to centralize maintenance notifications in one place, allowing technicians to log case closures in real time.

Commercial Automation in Agroveterinary: Implementation of automated commercial processes including lead management, deals, objectives, and customized reports, streamlining the tracking of business opportunities.

Improved Operational Efficiency: Manual processes replaced by automation, reducing response times and case management. 

Greater Control and Visibility: Integration of commercial and service areas into a single digital ecosystem. 

Customer Service Optimization: Implementation of the Knowledge Base and centralized service processes that increased response capacity. 

Improved Commercial Management: Automated processes that improved portfolio management and lead generation.

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