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+55 11 8327-4360
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Sales History
 Situation:
The planning process in our customer organization in Latin America that year
would be totally based on Customer sales history. However this
information was not available in the region.
Business Impact:
Regional Marketing and Sales executives would
get a high degree of difficulty to justify investments in the region
without such an information and without showing a basic knowledge about customers.
Root cause:
Sales information was spread in several enterprise systems and without an
unique Customer identification number.
Implemented solution:
Developed sales history database
prototype as after
migrated to a SQL Server data mart retrieving sales data from legacy
order systems, at the beginning manually and one year after automatically. An unique
Customer identification number and the parent account concept was implemented
in this database and monthly updated. A RFV (recency, frequency and value)
attribute and an ABCD classification were also implemented for each customer. A 5 years Sales history with details by region,
country, state, city, customer segment, product, sales districts etc. was
implemented. A client tool in MS Excel linked directly to the data mart was
developed. Latin America Sales and Marketing managers and analysts were trained
one-to-one on how to use the new tool to get the required Customer knowledge.
Results and benefits:
A 50 US$ Million investment was approved aiming to
improve the share of wallet in the key Latin America customers. Some of up
and cross selling initiatives begun to be made based on the five
years sales history. By his contribution on this result, Market and Account
intelligence manager received the Latin America Key contributor
reward.
Reading
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