TTEC Digital Partners with Leading UK Company Reckitt to Transform Global Marketing Operations
London, UK — October 7, 2025 — TTEC Digital, a leading global customer experience (CX) consulting and technology services firm, today announced the successful completion of a major digital transformation initiative with Reckitt, the company behind trusted consumer health and hygiene brands such as Lysol, Finish, and Mucinex.
What began as a migration of Reckitt’s email marketing operations to Microsoft Dynamics 365 Customer Insights quickly evolved into a sweeping modernization of its global marketing ecosystem, spanning 60 countries and multiple brands. Faced with disconnected workflows, escalating operational costs, and growing demands for data oversight, Reckitt partnered with TTEC Digital to implement a scalable, AI-powered solution that would unify and elevate its marketing capabilities.
“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,” said Sameen Gul, Global Digital Martech Director at Reckitt. “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.”
The transformation included the migration of millions of customer records, the creation of unified customer profiles, and the deployment of hyper-personalized marketing journeys powered by AI. Reckitt now benefits from improved campaign efficiency, real-time insights, and the ability to onboard additional markets with ease.
“Reckitt’s commitment to innovation and excellence made this transformation a true success story. Our teams collaborated seamlessly to deliver a solution that not only meets today’s needs but also positions Reckitt for future growth. We’re proud to have played a role in helping Reckitt unlock the full potential of their marketing operations,” said Mahadeven Meikum Perumal, Vice President, Head of Delivery and Client Success, at TTEC Digital EMEA.
About TTEC Digital
TTEC Digital is a global leader in customer experience orchestration, combining technology and empathy at the point of conversation. With in-house expertise in CX strategy, data and analytics, AI and more, TTEC Digital delivers an unmatched skillset for organizations looking to forge deeper customer relationships and drive better business outcomes. Learn more at ttecdigital.com.
