The Customer Collaboration Centre is all about enabling Diageo to build even closer working relationships with their customers and, most importantly, to help them GROW the category and deliver higher profits for everyone involved.
From the outset in 2011, JB Communications' vision was to create an exciting environment to which Diageo could invite their ON- and OFF-Trade customers from all over Europe. It was to be a centre where important strategic plans could be discussed in an atmosphere that would develop both partnership and collaboration.
The centre had to excite, but it also had to be highly flexible. It had to be a place in which customers could talk about THEIR unique visions of the category and then discuss real business opportunities based on the latest consumer, shopper and market data.
Two years later, more than 240 customers have agreed to new initiatives in shopper marketing and category development, delivering profitable growth to both them and to Diageo.
Louise Robinson
Head of Category Development & Customer Collaboration Centre
Diageo Western Europe