SodaStream is taking a leap into artificial intelligence (AI) as it looks at changing how it goes to market in the coming few years. Complexica will shortly provide SodaStream staff with capabilities for dynamic call planning, guided-selling, route optimisation, CRM, and order processing, through the deployment of its Customer Opportunity Profiler (COP), Touchless CRM, and Order Management System (OMS), which are collectively powered by Complexica’s artificial intelligence (AI) engine, Larry the Digital Analyst. While the AI solution is being rolled out for sales opportunity management initially, it is hoped the project will grow in scope to include above and below the line activities in future.
General manager of SodaStream, Mark Fenton, said as someone who loves data, he is particularly excited to see what AI can do with its database once it is fully implemented. “We used a sales-based CRM called Pepperi previously, which is appropriate for what it does, but it’s basically data collection and doesn’t have any intelligence built-in. The use of AI interested me, particularly for making smart database decisions to improve efficiency and improved rates of sales,” he told CMO.