Telerx’s Partnership With Dean Foods: Developing A Consumer Affairs Department That Protects and Nurtures Dean’s Customer Asset

Dean Foods is one of the leading food and beverage companies in the United States. It is
the largest processor and distributor of milk and dairy products – marketing under recognized
brands like Hershey’s, Land O’Lakes and regional dairy brands.

Executives recognized that then-current consumer communication practices within the dairy industry did not engender one-to-one consumer relationships – and failed to
support the brand identities they sought to build and leverage in the marketplace. Aware of
the potential value of customer feedback and communication, Dean made the strategic decision to centralize consumer services and include toll-free numbers on all products.

Dean set out to find a partner that could provide that could help launch its consumer
affairs initiative.

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