Reckitt transforms global marketing operations with TTEC Digital

The challenege

Reckitt, a global manufacturing leader in consumer health and hygiene, manages marketing for iconic brands like Lysol, Enfamil and Mucinex across more than 60 countries. Reckitt sought to migrate its email marketing operations to Microsoft Dynamics 365 Customer Insights. The project quickly evolved into a full-scale modernization of its marketing ecosystem, across all countries and a diverse portfolio of brands. Amid disconnected workflows, escalating operational costs, and growing demands for data oversight, Reckitt partnered with TTEC Digital to deliver a scalable, AI-driven platform that unifies and elevates its marketing capabilities.

The solution

Seeking to go beyond platform migration, Reckitt wanted to also elevate their marketing effectiveness, develop comprehensive buyer profiles, and create seamless journey tracking capabilities. TTEC Digital helped Reckitt achieve their goals by implementing Dynamics 365 Customer Insights across Reckitt’s global marketing team to streamline marketing efforts.  

Key efforts included email marketing automation, data integration and standardization, and end-to-end process optimization. The team created a unified customer profile by integrating existing data and other supporting systems. The new system also improved marketing campaign management with hyper-personalization using AI. 

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The result

The migration of millions of customer records to Dynamics 365 CI transformed Reckitt's marketing operations globally. The new Microsoft platform significantly improved campaign efficiency, data compliance capabilities, and cost structure, while providing scalability for future growth.  Reckitt was able to consolidate marketing campaigns across multiple global brands — improving efficiency and campaign execution speed. They also improved marketing journey tracking through accurate KPIs and real-time insights.  

"TTEC Digital, together with our internal team, delivered the project on schedule and within budget with exceptional partnership throughout the process. Their expertise in navigating complex migrations while maintaining business continuity was invaluable. The new Microsoft platform has significantly synchronized our marketing campaign structure globally and streamlined our cost structure, while giving us the scalability we need for future growth."

Sameen Gul, Global Digital Martech Director, Reckitt