Excellence Cup
Nov. 19, 2025
Practices that led Femsa Argentina's NPS to almost 100% monthly case closure
At the last Meeting Point of the 2025 Excellence Cup, Florencia Mumare (KOFAR) presented the case of Coca-Cola FEMSA Argentina's NPS, explaining the context of the operation, the methodology used, and the results achieved.
She pointed out that, although the territory covered represents only 0.6% of the country, the operation accounts for 32% of Coca-Cola's volume in Argentina and serves a population of around 14 million people, with strong socioeconomic characteristics, mainly price-sensitive consumers who are increasingly interested in affordable and healthy options.
The company uses two forms of NPS measurement: telephone surveys and surveys sent via Customer Gauge. Based on the responses, the critical process of close the loop is carried out, in which detractors are identified, their drivers are analyzed, and the responsible areas act to solve problems and communicate with the customer.
To improve this process, the operation implemented practices such as:
- automatic reminders for operators and salespeople,
- biweekly reports,
- ongoing CRM training,
- rapid escalation of unanswered cases,
- reduction of follow-up time from 72 hours to 48 hours.
These initiatives enabled the operation to achieve almost 100% case closure on a monthly basis. Two pillars were fundamental: complete organizational integration and a team dedicated to NPS.
In the most recent results (September), the NPS reached 77 points, stable compared to the previous month and 4 points above the previous year, with a response rate of 18%. The conversion of neutral customers and detractors into promoters has also improved over the months.
For the next steps, FEMSA Argentina seeks to expand measurement to new channels (supermarkets, on-premise, and Coca-Cola en tu Casa), continue investing in tools and AI without losing the human touch, and strengthen the integration of information for even more accurate decisions.
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