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British Sugar's new extranet takes web interaction.

British Sugar, the leading supplier of sugar to the UK food and drink industry, has launched a new extranet, called BS Connect, designed specifically to provide British Sugar customers with information to suit their individual company requirements.

"British Sugar is responding to customer needs for 'real-time', confidential and instant access to information. BS Connect will revolutionise the way British Sugar communicates with its customers," says Myra Hales, British Sugar's marketing operations manager. "It means we will be able to offer access to relevant information at the touch of a button," she continues.

"Each customer will have a company password to enter the new portal. Once there, they will be able to access general information relevant to their role, such as product and technical specifications. There will also be a daily update of the unofficial sugar conversion rate (USCR) pricing information," she says. "Certain individuals within companies will also have a specific password to access confidential information, a bit like internet banking, for specific areas of interest."

"We're very confident that BS Connect will make business more efficient for both ourselves and more importantly, our customers," she says. From a low-key start, the new site will be expanded with new areas to become a channel for a variety of customer-only, value-added services, promotions, online discussion, market research and webcasts.

"The new site is all part of a huge cultural change which is underway at British Sugar," says Myra Hales. "We are working closely with our customers to provide solutions to their real-life problems. That means building partnerships based on openness and trust." The full potential of BS Connect will be realised gradually, as areas are added over the coming months. "It's a service our customers have asked for," explains Myra, "which we hope will be very useful, and to ensure that it is, we plan to conduct a short on-line questionnaire via BS Connect to get their feedback."

Contact Brtish Sugar on tel: 01733 563171 or visit
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Title Annotation:INFORMALIA
Publication:Food Trade Review
Date:Jun 1, 2006
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