CPM takes mobile field force “live” Innovations in mobility improve

CPM takes mobile field force “live”
Innovations in mobility improve remote sales
force planning and sales growth
CPM’s mobile field force is an integral part
of providing field marketing services to its
clients. But communication, administration
and reporting between field reps and the head
office were slow and time-consuming. Mobile
solutions like GSMs, faxes, laptops and Excelbased data no longer offered the flexibility and
live views CPM’s clients demanded. Thanks
to innovations in mobile technology, CPM
found a solution that improved the efficiency
and effectiveness of its mobile force from
planning to reporting, allowing the company
to continue to provide the top-level service to
clients that differentiates it in the market.
Laurent Despineux, Client Service Manager, presented this case
at the BELTUG Member Forum on 21 January 2010
CHALLENGES
An effective field force can be your eyes and ears
In CPM’s mission to provide clients with integrated sales strategies, immediate and accurate reporting to clients is a key differentiator.
CPM’s mobile sales force operates as the client’s eyes and ears, through merchandising, auditing and animation. The field force carries
out a wide range of in-store activities, making sure clients’ products are available and visible; auditing competitors’ activities and
promotions; and providing critical data on KPIs – Key Performance Indicators. Being in the “right place at the right time” can make
all the difference. But the information cannot help the client until it has been received.
Since 2004, field reps were keeping in touch with mobile phones and fax, and organising data in Excel files on laptop computers. The
system was time consuming, and didn’t provide the “live view” clients were demanding.
To continue to offer its clients with the best field marketing service, CPM knew it had to develop a mobile strategy to meet 4 goals:
increase and measure product visibility and sales out the shopfloor; increase productivity of field force; streamline communication
between field and backoffice; help the sales representatives during sales process (from preparation to reporting).
This case-study has been discussed at the BELTUG Member Forum
© BELTUG 2010
SOLUTIONS
“Using this solution gives us a professional image
with our clients. It positions us as reliable, and
builds our clients’ confidence in our activities.”
Flexibility to meet the company’s --and
its clients’ -- needs
CPM found its solution in a field force management
application. “We analysed a few months’ data to
see what we needed. Then we looked at what the
providers could offer,” explains Laurent Despineux,
Client Service Manager. “The solution had to meet
our financial criteria, and be flexible for individual
clients’ reporting demands.”
Euremis’ CRMobile application was selected. “From
planning to reporting, our field reps have the
information they need,” says Laurent. “In planning,
by optimising the visits by day we have a potential
time gain of 18% per rep. With weekly planning, our
time gain can become 35%!” During visits, reps can
access a customer’s history and real-time stock view,
and place orders without any more administration.
“Reps no longer have to spend evenings on admin,
CPM is a global leader in
providing companies with
integrated sales strategies. Its
philosophy is to use insight
and influence to drive sales.
Globally, CPM has 1300
permanent staff, plus 20,000
field staff. In Belgium, there are
25 permanent staff and about
370 FTE field staff. Belgium
makes up 8.5€ million of the
company’s total 450€ million
turnover.
CPM’s activities include sales,
from tactical support drives
to fully dedicated teams,
merchandising (keeping a
brand visible, available and
attractive); auditing (giving
clients
up-to-the-minute
information on how customers are experiencing the
brand) and demonstrations
(conveying
the
brand
experience to the customer).
there are no lost papers and no hard-to-read faxes to
decode,” adds Laurent. Finally, each client gets their
reporting exactly as they need it.
LESSONS LEARNT
A challenging partnership
For Laurent, the relationship with the provider is
critical for successfully implementing this kind of
mobile solution. “It’s a balancing act,” he comments.
“On the one hand, you have to challenge the
provider. The solution, as well, has to be challenged,
reviewed and refreshed. But at the same time, the
provider has to be your partner.”
While CPM’s implementation went smoothly, he
does note that communication was important.
“There were differences in the visions of our reps
compared to what was possible with the system.
Alignment meetings allowed us to bridge the gaps,
to successfully introduce the new system.”
This case-study has been discussed at the BELTUG Member Forum
© BELTUG 2010