Data analytics at the service of sales forces during customers visits step: an improved business efficiency for FMCG companies / Clara DIVERSI / 2021

Titre : Data analytics at the service of sales forces during customers visits step: an improved business efficiency for FMCG companies Type de document : Mémoire Auteurs : Clara DIVERSI, Auteur Année de publication : 2021 Importance : 39 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management ANALYSE ; DONNEES CHIFFREES ; VENTE Résumé : The paper aimed at proving that a way to understand business efficiency during the customers visits step of FMCG companies’ salesforces, is to approach it from the perspective of data analytics. In this context, after having reviewed field research and literature, the methodology was based on a qualitative study. This study’s objective was to explore and precise both the FMCG sector and the special part of the use of data analytics during the visits of salesforces, and not in their general work. These two elements were not precise enough and present enough in the general literature addressed by authors. The qualitative study was based on semi-structured interviews of professional from sales field, sales management, and data departments of FMCG companies. The result of the study showed that data analytics is a crucial tool during salesforces visits for improved business performance. The process in which data analytics improve salesforces performance during visits are based on an increase in motivation, selling opportunities being able to be caught, competitive intelligence, customer relationship building, identifying the right arguments to convince, information sharing, be transparent as well as referent for customers and having an edge on competitors. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538150