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Brewing company boosts efficiency of their sales force in Africa
Technology Category
- Functional Applications - Enterprise Resource Planning Systems (ERP)
- Functional Applications - Remote Monitoring & Control Systems
Applicable Industries
- Consumer Goods
- Food & Beverage
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Remote Asset Management
Services
- Software Design & Engineering Services
- System Integration
The Challenge
Heineken, a global brewing company, was facing challenges with its sales force automation in emerging markets like Africa and the Middle East. The sales representatives were often in the field, in regions where there were no roads and weak or no Internet coverage. They visited numerous restaurants, bars, hotels, and outlets throughout the day without up-to-date CRM data at hand. The company relied on Microsoft Dynamics CRM 2011 as their back office technology for sales force automation, but the lack of connectivity in these regions made it difficult for the sales reps to access and update the CRM data.
About The Customer
Heineken International B.V. is the world’s most international brewer with its brands available in more than 170 countries around the world. The company produces, distributes and engages in the marketing of international premium, regional, local and specialty beers and ciders. Besides the mature and developed regions, it operates and captures the opportunities in emerging markets such as Africa and the Middle East. This region reached 14.5% of Heineken‘s total revenue in 2013 with an annual production volume of more than 27.4 million hectolitres of beer. Its brands include Heineken, Amstel, Anchor, Biere Larue, Bintang, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster's, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec.
The Solution
In March 2012, Heineken equipped their sales force with Samsung Galaxy tablets and Resco Mobile CRM solution. This allowed the sales reps to have full offline access to Microsoft Dynamics CRM, enabling them to create and edit CRM data while completely disconnected from the Internet. The integrated calendar in the app allowed the salespeople to schedule their visits better and see where they needed to go on a map without leaving the app. The sales representatives could make requests on the tablet that needed to be approved by their managers. This resulted in a higher level of control, as it was possible to see if employees make their calls and see efficiency gaps. The flexible system made it possible to upgrade multiple different markets to next versions of the system, allowing the company to respond quickly to the requirements coming from the markets.
Operational Impact
Quantitative Benefit
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