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Reckitt – SAP Ariba 

Mastering Marketing Claims

Streamlining Claims Management 

Reckitt, a global leader in consumer goods, faced significant challenges in managing its claims across various brands and regions. With over 4,000 product claims to substantiate and differing legal requirements in each region, Reckitt required a robust solution to mitigate litigation risks, manage geographical localised claims and ensure compliance. The existing disparate claims management process lacked central governance and a unified operational framework, risking legal repercussions and exacerbating inefficiencies. A cumbersome Master Data Management (MDM) system further hampered evolving work methodologies.

To address these challenges, Reckitt sought to leverage existing technologies to establish a more streamlined, governance-supported claims management process, enhancing the integrity and reliability of marketing claims worldwide. Reckitt aimed to leverage existing technology, such as SAP Ariba and Veeva Vaults, to create a unified, efficient claims management process that adhered to regional legislation and standards. By optimising existing technologies, Reckitt could reduce risks and enhance the credibility of its product claims, ultimately supporting marketing efforts and protecting the brand's reputation.

This is How

Key Objectives
  • Implement robust claims management using existing technologies.
  • Establish centralised governance to minimise litigation risks.
  • Ensure claims verification and compliance with regional legislation.
Actions Taken
  • Evaluated existing technologies - SAP Ariba and Veeva Vaults.
  • Designed a target state process based on selected technology.
  • Collaborated with chosen vendor to optimise technology with new target state.
  • Established a change management team for implementation and training.
  • Onboarded and trained all global R&D and legal teams on the new processes.
  • Stood up an internal squad within the legal team to take ownership of process and technology.
  • Deployed a continuous improvement framework for ongoing training and education.
Key Outcomes
  • Established a centralised claims management process.
  • Reduced litigation risk through better governance.
  • Improved alignment and efficiency in claims management across teams.