It was important
for us to work harder
with customers
ii
CUSTOMER FOCUS
From Head to Hands
'Perfect Execution' works by gathering all
the information the sales force needs into
one place. Through a single programme,
accessed through a personal tablet, sales
teams can easily find and input the data
that's relevant for themselves, their cus
tomer and HEINEKEN.
New products are
viewed and stocks
checked using the
new system
Solving Distributor Issues
in Rwanda
'Perfect Execution' (PE). Created through
a close collaboration between HEINEKEN
global headquarters and the operating
companies in Africa, PE helps ensure
all sales teams work at the same high
level, structuring each customer visit so
the right questions are asked and correct
data gathered.
Practically, all sales teams now use PE
on their tablet before, during and after
every customer visit. Before, they can view
relevant customer facts, including details
on their stock level of HEINEKEN brands,
product range and affordability. Also
shown are any outstanding points from
previous visits - for example, the need to
bring a new packaging sample - so they
can make sure they are fully prepared and
can meet customers' expectations.
During visits, PE data allows sales teams
to centre the conversation on what
is important for customers and their
consumers. This better enables them
to provide advice on ways to improve
performance, for example on adequate
stock cover for the weeks based on
depletion rate, or on pricing.
Sales teams can also record vital checks,
such as the quality of Heineken®
Extra Cold draught columns in case
While it's essential for HEINEKEN to work
closely with and support customers, it's also
important that distributors are part of this
collaborative picture.
HEINEKEN in Rwanda is piloting a new IT
system that allows its sales teams to work
with distributors to identify and fix issues,
such as failure to deliver on-time or in full.
'Distributor Connect' allows data from
depots and sub-depots to be collected and
shared. Automatic alerts notify HEINEKEN
of any areas of under-performance, which
can then be discussed and remedied
together with the distributor.
Distributor Connect has received positive
initial feedback, with other operating
companies across Africa and Middle East
discussing its use.
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