Page 366 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 14: Sales Force Automation

Notes
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Case Study Mobile SFA: Brewery Company

Automating the sales process freed sales staff from tedious paperwork and improved
business analysis accuracy.
Challenges

 All sales processes were manual, so sales staff spent a lot of time on paperwork.
 It was difficult to monitor sales processes and to obtain real-time data for business
analysis.

 The company was looking for a more effective way to manage their sales processes.
 The company required up-to-date and accurate information at the point of sale as
well as increased visibility and sales productivity.
Solution

 The Mobile Sales Force Automation (SFA) system automated all sales processes and
eliminated paperwork.

 Mobile SFA provided real-time data and a range of reports, allowing management
to conduct accurate business analyses.
 Mobile SFA is part of a suite of mobile internet applications that support a wide
range of handheld devices capable of accessing data remotely over mobile
telecommunication networks.
 NEC provided a total solution that included the management of mobile devices,
software customization, ERP integration, and technical support.
Results
 Increase in sales staff productivity with more visits being made per day

 Simplified sales and inventory data collection process
 Automated daily store operations
 Reduced possibility of human error in issuing forms

 Improved business analysis accuracy and customer service
Questions
1. Analyse the case and present your views
2. How far was SFA responsible for the company’s problem solving situation?

Source: http://www.nec.com/en/global/solutions/mobility/mobile_sfa/m_casestudy.html
14.3 Summary

 Sales force automation refers to automating all the actions related to sales of an organization
or business. This is a coordination of applications that chiefly center on scheduling and
contact management.

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