McCormick & Co.

McCormick integrates CRM and social platforms for increased efficiency and deeper insights.

photo of mccormick spice blends

The Challenge

Empowering a small consumer affairs team to handle growing audience

As a global leader in flavor, serving nine out of the top 10 food and beverage companies in the world, McCormick & Co. was looking for a CRM platform that was easy to use, with flexible, configurable data capture fields that could keep pace with its evergrowing brand portfolio. They needed reliable and smart software to handle 100,000 cases annually in both English and French — and their next challenge was finding a way to manage and integrate social media commentary from their 5.6K Twitter followers and 1.8 million Facebook fans.

The Solution

Integrated CRM and social software with customized filters.

In 2001, they selected Astute Agent™ (formerly ePowerCenter™) for their consumer engagement CRM and in 2014, adopted Astute Social™ for social media management. Astute Agent provides their management team with in-depth reporting on length of time spent on each case to real customer comments, as well as survey capabilities, in-system messaging and training. With the ability to easily see consumer histories and receive pop-up alerts, both by case and by agent, McCormick’s team was empowered to continue connecting their consumers with answers fast.

Astute Social provides up-to-the-minute engagement opportunities using sentiment tracking and natural language processing. Having Astute Social directly integrated into their Astute Agent CRM helped McCormick agents handle cases even more efficiently without needing to leave the interface or navigate to another system, and the tag and topic functionality within the software helped filter relevant, serviceable consumer commentary from their eight Facebook pages and Twitter account.

“Astute helped us establish tags and topics for the unstructured ‘chaos’ of social media, and this allows us to better manage and prioritize what we need to react to. I can’t stress how key this control can be for a small team. We are now able to better focus on assisting those consumers who truly need help. It’s improved our response time significantly.”

– Deb Riley, Assistant Manager of Consumer Affairs

The Results

Improved response time and consumer engagement.


With the integration of Astute Agent and Astute Social, McCormick & Co. has seen an increase in the company’s consumer engagement and responsiveness, with little to no additional resources. They’ve reduced the time it takes to resolve a case by over half — 58% — with the software.

The use of specific tags, topics and alerts within the Astute Social platform delivers faster, better identification of issues and influencer commentary.

And the automatic capture of posts and responses within the CRM saves time too, as agents no longer have to copy and paste any information after responding to consumers’ native posts.

“One of our favorite parts of the Astute Social tool is the alerts. We are 100% committed to quality, so our volume of messages regarding highly sensitive issues, like illness, allergy, injury, hospital, etc. are low. However, with our new alert capability, we can now immediately react to urgent matters, regardless of time or our locale during off hours.”

– Deb Riley, Assistant Manager of Consumer Affairs

About McCormick & Co.

McCormick & Company, Incorporated is a global leader in flavor.  With $4.4 billion in annual sales, the company manufactures, markets and distributes spices, seasoning mixes, condiments and other flavorful products to the entire food industry – retail outlets, food manufacturers and foodservice businesses.  Every day, no matter where or what you eat, you can enjoy food flavored by McCormick.  McCormick Brings the Joy of Flavor to Life™.

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