Cadbury

FieldForce Planning

Cadbury recently used CACI’s InSite FieldForce and CallSmart to assist in the planning of its retail sales force. The aim was to plan efficient territories with even workloads, and to schedule their most important calls in a cost effective manner.

In a two-part strategy, InSite FieldForce was used to define the new combined sales territories, generating efficiencies by minimising driving time and balancing workloads. CallSmart was then used to construct a daily call schedule for each salesperson by sequencing clusters of calls in an order that minimises driving time.

Pete Gosling, Divisional Sales Manager at Cadbury who oversaw the integration process highlighted the importance of successfully completing the re-structure against a very tight deadline. He believes that using this software made the process simpler and “ensured that it could be completed successfully with less central resource in what was a very short timeframe”.

Flexibility was a key requirement during the integration process as the territory plan evolved with feedback from regional managers. FieldForce allowed these changes to be made rapidly and the effects to be viewed in terms of workloads and geography.

Once the integrated sales territories were finalised, the software also enabled regional management structures to be mapped so that changes in responsibility could be readily identified to ensure a smooth transition between operations. This was particularly important with a sales team over 100 strong.

CallSmart had the versatility to reflect the parameters within which Cadbury needed to operate, ensuring that the required amount of calls were met and that high value calls were seen as a priority. This increased the return on investment from their sales team. Pete Gosling also believes that CallSmart is a “valuable management tool, allowing managers to know where their sales force will be on a given day”. Territory managers had reports ready and waiting for them to start calling on day one of the new integrated operation.

Cadbury are now able to adjust their integrated territory and journey plans to reflect the changing business requirements in the future.

	Fieldforce Planning
	InSite Field Force
	CallSmart