Sales And Customer Centricity

✔ The metrics that represents the creation of value for the company and the customers. Learn their proper management and analysis to transform your business.

✔ Identification of what comprises the important aspects for the customer. Devising a systematic way to measure and manage them.

✔ Social strategy designed to effectively monitor customers in social space.

✔ Review and recommendations for an effective support strategy

✔ Credible analysis of the complexity and influence of social media.

✔ With simulated and proven frameworks, we stand firm with our assured delivery of elite-quality service. Utilize the rare opportunity of our insights and experience playing a pivotal role in your business, resulting in astounding revenue growth with the lowest possible cost.

A global beverage and food manufacturer marketing products in multiple categories across a significant number of Business Units concluded that it could gain competitive advantage and amplify customer-centricity by consolidating the sales organizations. The company held several sales organizations. It distributed its products through warehouses and DSD systems to various retail channels. Some number of sales representatives maintained the practice of calling on most retail stores. Some number of account manager’s practised calling headquarter locations. The envisioned integrated organization had immense potential and ability for customer satisfaction on every buying occasion.

➤ The organization was intended into being:

➤ Significantly Effective: Increased account growth. Optimum availability. Achievement of business objectives. Ambitious CAGR objectives.

➤ Fast: More speed to shelf productivity. In comparison with newly introduced products and categories.

➤ Additionally Efficient: Strategic realignment of sales investments for increased ROI.

➤ Progressively Competitive: Transformation of culture. More Accountability. Synchronous Team Development. Redefining Retail Culture.

Chools primarily prioritized the initiation by establishing a clear and emphatic vision, mission, objectives, metrics, principles, timelines and the potential scope for the transformation process. An elite Sales Transformation Team was created. It had the seasoned senior managers and the support managers representing the client organization. Up in the hierarchy was the Corporate Steering Committee. It composed of leaders experienced in Sales Organizations and Human Resources. An executive committee Business Unit general managers and Corporate Leadership Team. The Sales Transformation initiative was phased into Conceptual Design, Detailed Planning and Implementation.

➤ A new customer-focused sales structure was created. A customer segmentation model was adopted. Through it, sales investment was optimized, a financial model was developed, a staffing strategy was implemented and job descriptions were updated for all positions in Sales Organization. Business System Integration team was created along with the teams of Performance Measurement, Sales Incentives Alignment and Change Management. All aimed at cultural assimilation.

➤ The new organizational designs had key components. Internal Sales Support Structure was realigned and consolidated. Geographically aligned outlet selling organizations were created. BU was realigned. Cross Brands promotion team was created. Business Development Sales Organization was created. Customer Service Function was realigned.

➤ The critical success factor lies in the alignment of business objectives with field sales priorities. BU sales development department was exclusively created to achieve this alignment. BU objectives are accomplished by establishing route-to-market strategies, developing strategic sales approach and by developing tactical trade spending.

➤ Chools supported and monitored all critical aspects of transformation. Majorly heading administration, strategy and organization design, financial analysis and detailed implementation.

The Transformation was accomplished with effective execution way before the set period. The project methodology gained acclaim globally. Significant regional initiatives adapted it. The Customer-Centric sales organization positioned the company on an elevated platform to witness the achievements of long term business objectives. The Business segment investment plans significantly altered the function’s cost structure. A significant percentage of sales growth target was achieved in the following year.

➤ A large FMCG chain with a global recognition aimed to shift their priority from product focus to a customer-centric approach. They were keen on improving the effectiveness surrounding its market spend. Additionally, they were interested in delving deep into improving their customer insights and understanding.

➤ Chools was designated with being a trusted partner, capable of providing smart assistance in selecting the right technology, sound expertise and professional consulting, to ensure the seamless shift to customer-centricity.

➤ The primary strategy adopted by Chools consultants was transforming the transactional data into actionable marketing knowledge. The process was initiated by obtaining the daily transactional data covering several stores. We merged and analyzed the data to create a customer-centric view.

➤ Data analytics was used for the generation of critical marketing information. The inputs used for the process are potential spend, price sensitivity, wallet share and the shopped categories.

➤ A secured online dashboard was developed to effectively deliver customer insights. The key management reports with detailed observations were presented.

The analysis resulted in the identification of the topmost segment of the retailer’s customer base, particularly in the aspects of spend and profitability. The customers highlighted had traits such as high income, tertiary qualification and self-employment. Knowing the spending habits of these high-value customers, the adopted strategy for the company guided them to provide relevant offers promptly to this group. This move achieved them exponential promotional response rates with an exceptional return on investment.