KIK Custom Products Selects Astute for More Efficient & Insightful Consumer Care

Leading private label manufacturer chooses Astute's CRM, knowledge management, and analytics solutions

COLUMBUS, Ohio, and TORONTO – Astute today announced they have been selected by KIK Custom Products, one of North America’s largest manufacturers of private label consumer and industrial products, to implement consumer case management CRM, knowledge management, and consumer analytics. KIK’s Consumer Relations team will use the new system to bring a greater level of focus, efficiency, and insight to their interactions with consumers.

After adding several new brands to their portfolio, KIK Custom Products realized that their current approach to consumer case management would not enable them to effectively handle the additional contact volume, nor would it empower their agents with the most up-to-date information on the new product set. After speaking with several existing Astute clients and seeing the suite in action, KIK decided that Astute was the best choice for a truly consumer-focused system.

In addition to implementing Astute’s consumer case management system, KIK will also use Astute’s software to provide agents with instant access to product information embedded within their case screen, allowing them to answer consumer questions consistently and quickly. This functionality will be especially helpful in giving agents accurate information about their recently acquired brands. KIK also decided to leverage Astute’s analytics solution, which will help them understand top consumer data at-a-glance and enable them to take rapid action regarding any issues that may arise.

“We did a great deal of research on different vendors and concluded that Astute had the functionality we needed out-of-the-box, as well as strong support,” said Alexis Ricordi, VP Information Systems at KIK Custom Products. “We liked their consultative approach, and the fact that they guide clients every step of the way using their deep expertise of their suite and of the industry.”

“The Astute team is really looking forward to working with KIK to ensure their consumer care technology accomplishes their goal: driving excellent consumer experiences while delivering more insight back into the business,” said Ray Carey, CEO at Astute. “We’ll use our more than 25 years of specialized expertise to guide this project, and help enable the KIK team to provide best-in-class consumer care.”


KIK is one of North America’s largest independent manufacturers of consumer-packaged goods (“CPG”) with a diversified product portfolio in the household and personal care (“HPC”) and over-the-counter (“OTC”) categories, as well as an extensive lineup of household private label products. KIK is a leader in the development and marketing of pool and spa treatment products, antifreeze/coolant, automotive performance chemicals, and other car care products. For more information about KIK, visit


Astute builds AI-driven software for the future of consumer engagement. We help the world’s best brands enhance engagement with their consumers by contextually blending human and artificial intelligence. Astute’s technology enables companies to provide more efficient customer service, protect their brands, and increase customer loyalty.

Originally published via BusinessWire.