Case Study: Heineken Mexico achieves a customer service center of excellence with Genesys PureConnect

Heineken Mexico creates a customer service center of excellence

Heineken Mexico, part of the global brewer with six plants and over 16,000 employees, faced a legacy contact center reliant on manual processes to handle roughly 190,000 outbound and 40,000 inbound calls monthly. The challenge was to automate workflows, enable future omnichannel and self-service capabilities, and build a world-class customer service operation.

Heineken implemented the Genesys PureConnect all‑in‑one platform—adding predictive dialer, IVR, business process automation, SAP integration and front‑end scripting to create blended agents and streamlined workflows. In six months they boosted outbound productivity by 20%, increased outbound contact success by 40% and sales effectiveness by 5%, raised inbound answering to 97% (86% within 20 seconds), and grew annual survey responses from 4,000 to 150,000, becoming an internal center of excellence that now supports other Heineken markets.

Heineken Mexico

Adrián Lozano Cantú

Customer Service Manager