United Breweries - Holding (formerly Heineken in Russia) (Remote Sales System (Telesales))

2022: Implementation of the Remote Sales System (Telesales)

Project prerequisites

In connection with the change in the situation in the global economy, the parent company decided to leave Russia and transfer the business to another owner. For this reason, the use of a global automation solution Telesales (based on Microsoft solutions) became impossible, and the Russian business began to search for alternative automation options. As a result, Heineken decided in 2022 to develop its own tool and its subsequent integration with the SFA system.

Project objectives

The main goal of the project is to increase sales by expanding the active customer base while reducing the cost of supporting the sales channel.

Project objectives

• Develop your own import-independent Telesales process automation solution
• Integration with the SFA system and B2B portal, allowing you to synchronize sales across all sales channels
• High operating speed, not limiting the TV operator in conducting telephone conversations with retail outlets
• Availability of all necessary customer information and interaction history
• Maximum consideration of the specifics of the company's business processes

Project Description

The developed solution automates the process of remote sales to retail outlets of the traditional retail segment. The system provides tele-agents with all the necessary information about customers, including the history of interaction with them through all sales channels.

All elements of the system were developed independently, since the priority was maximum integration with systems that support sales in other distribution channels and automation of existing customer business processes.

The system is a WEB portal for the operation of tele-agents, containing the following main blocks:

• Assignment of rights. Linking teleagents to territories
• Routing. Assignment of scheduled TVs in a single interface with assignment of scheduled visits of sales representatives, which allows to synchronize operation of different sales channels as much as possible
• List of TVs for the day. Display scheduled and executed TVs on the selected date
• List of outlets. Used to run unscheduled TVs
• TV card. Display point of sale information and interaction history with the ability to make a call and accept an order