Welcome to our latest edition of Expert Speak, ”How about we tell you how much we can accelerate your sales?” which comes from Véronique Motte, President CPM Group of Companies in France
How about we tell you how much we can accelerate your sales?
A few weeks ago, our teams organised a conference during the 2018 edition of the MPV trade show which took place in Paris. The title of this conference was “The 4 drivers which really influence sales demos performance”. CPM France teamed up with L’Oréal France to present real-life feedback from this innovative approach.
True fact: sales demonstrations are a sell-out driver for brands
Deployed on a large scale over 40 years ago, at the same time as mass-market retailing, demonstration days are one of the most popular marketing drivers for brands and also one of the most outsourced. Interestingly, according to a study done by EY in France, it is also one of the most preserved media spends:
For a long time in France, sales demonstrations were a sell-in incentive. Nowadays, being a media in its own right, it is therefore central to the concerns of marketing and sales departments.
Measuring sales demonstrations performance: an innovation on the market
Using sales data provided by L’Oréal and a mathematical equation defined by CPM France’s Business Intelligence team, we were able to build a robust statistical model based on linear regression. That’s how the ROI-focused approach for L’Oréal Consumer Products Division came into life.
We found out that in order to achieve a specific ROI, four drivers that can influence performance must be taken into account: the product display, the store environment, the promotion and the ambassadors themselves. This proved that when all the right drivers are aligned, the sales demonstrations performance can be accelerated by over 300%.
Reaching new heights…
I cannot express how proud I am of the teams at CPM who have made this possible. We are reaching a brand new level: we were famous for the quality of the field work execution we provided, which has never and will never be easy, but the right people with the right tools help… we are now able to measure for our clients the performance of the activities they outsource with us.
In other words: at CPM, we make demonstration days work. Oh, and by the way we also measure the performance of our other solutions too…
President CPM Group of Companies in France
Merchandising Online- Is there a secret recipe for how to sell an invisible product online?
No. We are sad to say that there is no known solution nor secret recipe for that. No-one is going to buy a product online if it isn’t there. Sorry.
That’s why making sure a product is visible to consumers should be the most basic requirement of any retailing activity. Online more than ever. Despite this, a recent study found that, on average, FMCG suppliers only have 60-80% of their products visible at their online retailers. Even when shoppers are actively searching for their specific brand or category. So clearly this basic requirement is harder to fulfil, or a lower priority, online than it ought to be.
This valuable insight was shared in a White Paper from category and shopper management specialist Bridgethorne (UK) in early February 2018. According to this report, too many suppliers fail to check what is happening to their products online the way they would in a bricks-and-mortar store. And because they’re not looking for it, they aren’t realising there’s a problem and therefore aren’t investing in putting things right.
This shows that all these suppliers and brands are missing out on a massive sales opportunity that’s there for the taking – both in terms of revenue and market share – if they could only find out where they are unlisted (and thereby invisible) and sort it out.
And this study only looks at FMCG suppliers in the UK. What about invisible products in other markets and industries? If we went looking for it, we would probably see a similar problem wherever we looked.
We believe it’s a waste for suppliers and brands to risk not being visible and not being sold online, when there’s a solution out there. We can’t help you to sell invisible products, but we can easily scour the online retailer landscape to find the needle in the haystack and help fix the problem by ensuring that your products are visible where and how they should be.
Please drop us a note if you want to know more and we’ll be happy to help.
The global Detail merchandising online team
Our solution for merchandising online is probably the most targeted solution in the market for sales and marketing teams, built to embrace this specific challenge – seeking out and finding lost sales opportunities online, fixing them and winning overall sales. With our state of the art technology, we currently cover 50 countries all over the world. Read more @ www.detailonline.com
In celebration of CPM’s brand refresh and new website launch last summer 2017, CPM Barcelona decided to run three employee competitions… Read our “Budding Blogger” winning article from Michelle on working in a multicultural environment at CPM!
Multicultural, Multicolour – by Michelle Figueiras Chen
Looking to your right; an Italian stands up from his chair and gestures in the air while explaining to customers the best and most efficient way to solve their problem. Looking to your left; a Spanish speaker, you are not exactly sure from where, laughs with some colleagues at a random GIF that shows up after successfully closing five cases and making five customers happy.
Your working place is as important as your home, after-all you spend many hours there. Working at CPM you are lucky enough to hear more than 8 different languages and have multiple nationalities converge in a space dedicated to receive calls from every corner of the world. Working in this multicultural environment can be one of the most enriching experiences you can have.
There are some obvious advantages to being in such an environment. As an individual you can learn from other cultures and you will sure be motivated to acquire new skills. For instance, being surrounded by French speakers one day you become interested in the language or you become friends with a colleague from Russia who teaches you how to cook traditional food. Also, there is a component of self-discovery. It is known when we are confronted with different beliefs and customs, we can actually start questioning our own preconceptions and habits.
There are other positive aspects and many of them are related to teams and their performance. Highly diverse environments have the potential to increase creativity. Nothing new comes from talking to people similar to you, it is like hearing an eco. Being in a place where people come from different backgrounds allows teams to bread new ideas. Innovation and diversity are two terms that should always go together.
Problem-solving is another task that can benefit from multiculturalism in the workplace. Different people will have different approaches to tackle an issue and when you find yourself stuck without a solution, asking others that will see things differently can help you find that out of the box thinking or that workaround to a problem.
Also, companies benefit from diversity in the workforce. At CPM, it is key that employees have the ability to connect and communicate with different cultures and languages to give a better customer service. But also sends a strong message of non-discriminatory policies, projecting the culture and values of the company.
Company, employees, customers and teams are all positively affected by a diverse working environment. When you enter CPM the first thing you’ll notice is how colourful the place is, working there you realize their people are just as multicoloured.
Written by Michelle Figueiras Chen,
Airbnb Customer Experience Specialist
Leadership #IWD2018 by Lorraine Butler
International Women’s Day creates time in our busy lives, for awareness and reflection on women’s efforts and achievements. It reminds us to stop and reflect on the progress women have made, our contribution and our successes. In turn, it reminds us to continue our future strides to create future success both individually and collectively.
Personally, I have very seldom been comprised in my career because of my gender. That is not to say that I have not seen others (of both genders) who have been less fortunate. I have always taken the approach of the ‘best person for a role’. However as I have matured through business and life, I see that personal circumstances have to be considered and accommodated in order to help the best person be the best they can be. My management team live by this philosophy and I ask that we seek out leaders in all layers of our business who will embrace this philosophy. This philosophy doesn’t happen by accident, it takes time to nurture, develop and appreciate.
The principles of leadership can be taught yes, but it takes a person with leadership inherent in their personality and DNA to truly & naturally lead and embrace leadership principles. I believe leadership can be improved upon and learned over time, even for those who don’t have natural leadership tendencies. But in order to become an effective leader, one has to truly want to lead, for the right reasons and needs to believe in the cause – only then will you win the trust of your people, which is an absolute requirement of effective leadership. And of course you have good and bad leadership; The concept of Shadow Of the Leader is something I have always embraced – being mindful of the shadow that your leadership casts, considering others are likely to follow in the same steps.
People skills are critical to any leadership role in our organisation. Our greatest asset is our people and leaders at all levels need to continuously inspire and motivate our employees. Good empathy and intuition are important skills – and knowing when to dial up or down each. In order to lead teams, you have to build a good team around you, realising that often others on your team are better at certain things than you yourself are. A good leader will show the potential to embrace diversity within a team and take ownership of developing their people – where people grow, business grows.
My advice to women today at all stages of their careers – Anything is possible! Whatever you want to achieve, it is achievable, but you are responsible for your own journey and destination. Surround yourself with good people. People you instinctively trust and can learn from. Regardless of whether you realise it or not – every day you are being interviewed! Do what is expected of you in your current role with excellence, but adopt practices and behaviours of the role you want next! Work to identify and secure a mentor who you respect and will learn from – but ensure to take heed of their advice –they haven’t achieved the success they have without learning a thing or two along the way – so listen, observe and action on their guidance, it will speed up your journey to success
Leading Merchandising as Something Bigger, by Andrew Potter, MD, CPM Australia
As a business who has been deploying merchandising services on behalf of national and multi-national clients for over 20 years, we’re always trying to challenge the status quo and ensure we are leading best practice. We are constantly re-evaluating, re-inventing and re-calibrating the ‘old’ processes and systems and asking ourselves “Is our merchandising model optimizing the best deployment of resources and costs – plus are we creating value for our clients?” These questions keep us in line with our mantra of helping our clients ‘sell more for less.’
Whether it be merchandising, direct sales or customer service, we’re continually rethinking the way an activity can be structured and managed so that it delivers value not only to our clients, but also to retailers and their customers.
One of the best examples of where we got to lead best practice and to trial merchandising as something ’bigger’ is the merchandising work that we’ve implemented and still manage for our national telecommunications client.
In 2016, our telecommunications client recognised that their current field merchandising structure was underperforming. Their ineffective call cycles and below-average compliance results were just a couple of signals that their field approach needed an overhaul. To increase market share in the highly competitive prepaid category, they appointed Retail Safari in Australia to help drive operational excellence and to assist in bridging the gap between their merchandisers and third-party retailers.
The key challenge was to build better retail conversations amid non-branded stores Australia-wide and to undertake this exercise, our first step was to reinvigorate the merchandising function by introducing a sales-led approach.
To ensure higher brand presence than their competitors, the newly formed sales merchandising team were tasked with both traditional and non-traditional merchandising responsibilities, with the main focus on ensuring their in-store influence maintained a positive halo effect post their store visit.
By reinvigorating the merchandising function with this sales-led approach, our client’s product has never been more prominent and as a result their service and sales numbers are at an all-time high. Their time and reach provides valuable engagement time that allows our people to: foster in-store relationships, ensure higher brand presence against their competitors and promote product benefits.
Since the inception of this program, we’ve been arming staff with the appropriate sales skills and value drivers. With this know-how, our field team continue to have meaningful sales conversations in-store with key stakeholders in the retail environment. These informed conversations stem from an insight-led approach where staff can access real-time insights and post-sale data which in turn results in driving orders and incremental in-store space, plus the ability to articulate the latest product features and benefits.
Andrew Potter, Managing Director, CPM & Retail Safari, Australia.
Welcome to our first edition of Leadership Team Blog articles for 2018, from CPM International Contact Centre, Barcelona ” Artificial Intelligence & Machine Learning: Demystified ” which comes from Emanuele Ceppelli, IT Director at CPM International Contact Centre.
Artificial intelligence (AI) is one of the most significant transformational break-throughs – and perhaps least understood – in modern times. In many ways, the charm of AI is that we don´t realize we are using it when we use Siri, Alexa, or when the phone automatically corrects your grammar.
In very good company with the more notorious innovations like the steam engine, electricity, and the combustion engine, AI is the most important general-purpose technology of our era. But, what is AI doing and how quickly is it improving? Two are the areas of progress that best support the AI journey to improvement: perception and cognition.
With regard to the “perception”, some of the most practical advances have been made in relation to speech. Voice recognition is still far from perfect, but millions of people are now using it — think Siri, Alexa, and Google Assistant as an example (by the way – this article was dictated to a computer and transcribed with sufficient accuracy).
These advances in voice recognition have evolved into the ability of a computer to recognize the human natural way of speaking. This ability is known as Natural Language Processing, or NLP. Rather than face limited touch-tone or rigid Directed Dialog, customers can now speak naturally to the device in use.
A study by the Stanford computer scientist James Landay and colleagues found that speech recognition is now about three times as fast, on average, as typing on a cell phone. The error rate, once 8.5%, has dropped to 4.9%. What’s striking is that this substantial improvement has come not over the past 10 years but just since the summer of 2016 (source: Stanford Education Research)
We are also assisting to a rapid improvement in the machine’s ability to recognize images.
An app running on your smartphone will recognize almost any bird in the wild. Image recognition is replacing ID cards and customers analytics, access control; public safety has also started counting massively on facial recognition.
In terms of “cognition” on the other hand, the improvements are going as fast as those around “perception”.
Machine learning (ML), is based on learning from examples rather than a rigid code telling the software what to do and at what time. This is an important break from previous practice.
In a world where DATA are produced at an astonishing rate and machines can learn from examples, we have served the perfect loop for constantly feeding AI engines with relevant information to exponentially grow the ML capability.
A system using IBM technology automates the claims process at an insurance company in Singapore, and a system from Lumidatum, a data science platform firm, offers timely advice to improve customer support. Dozens of companies are using ML to decide which trades to execute on Wall Street, and more and more credit decisions are made with its help. Amazon employs ML to optimize inventory and improve product recommendations to customers. Infinite Analytics developed one ML system to predict whether a user would click on a particular ad, improving online ad placement for a global consumer packaged goods company. JPMorgan Chase introduced a system for reviewing commercial loan contracts; work that used to take loan officers 360,000 hours can now be done in a few seconds. And supervised learning systems are now being used to diagnose skin cancer (source: JPMorgan, Bloomberg)
Let´s see how AI can help our Contact Centres to deliver a better service more efficiently.
Powered by ML and NLP, an Intelligent Front Door replaces and upgrades traditional IVR routing. It allows offering the ease of conversational communication, with Natural Language intent capture at the outset of every call.
An Intelligent Front Door can provide benefits in:
Customers are still calling and every year their expectations are higher than the previous year.
AI helps to offer a proactive and personalized experience from the start. With AI and the right data, customers are recognised and their needs anticipated.
More than half of the customers liaising with a Contact Centre wants to “self-serve”.
With an AI engine and the right DATA, it is possible to provide a personalised and efficient self-service to customers starting from a natural conversation. Many are the processes that can be automated thanks to AI.
By removing the initial contact steps thanks to an intelligent front door, Agents are talking only to the right customers and at the right moment, those that need them most. Customer experience success and failure often revolve around customers’ experiences with Agents.
Since routing and self-service can be automated for the repeatable tasks, Agents are likely to be more engaged. They have access to calls and the most updated customer data through CTI and/or screen pops; warm transfers become the norm thanks to AI and as most of the customers hate repeating information, the Agents do not have to make them.
In summary, AI is likely not a fake and the first to use it effectively will reap the most benefits. Whilst still in its infancy phase, the pace of innovation is exponential and the signs of progress will never be so slow again. Speech recognition has reduced the error rate by 50% only in the last 12 months. This means that in a blink of an eye many Contact Centres will run AI engines as they have configured IVRs until now. But it is only through trial and error that businesses can reach effectiveness in using AI.
To find out more or if you have any questions, please contact Emanuele Ceppelli on: firstname.lastname@example.org.
Outsourcing, How do you make 1+1=3
The pace of change has never been so fast, with all businesses, markets and sectors being challenged by where to invest to grow, skills shortages, new entrants and margin erosion. The need to partner and have a flexible cost, skills and asset base has never been greater, however if you believed the headlines about ‘Outsourcing’ you might take the view, is this model outdated and time for a change…
With so many clear benefits of Outsourcing should the debate not be about how to make Outsourcing a success and why Outsourcers are in the main seen as Suppliers rather than Partners….
Is the term Outsourcing in itself the issue? Should in future the objective be ‘Smart Sourcing’ where Clients identify partners that bring investment in assets that deliver value and agility in a world where the pace of change demands the need to compete with new entrants and start ups that are disrupting their markets.
The benefits of Outsourcing are clear if done well:
So if the argument to ‘Smart Source’ is clear, how do you make this your competitive advantage? The truth is as ever with every partnership both parties have to play their part and work hard at the relationship, however the sentiment has to move from Supplier to Partner!
So, how do you make 1+1=3:
The Partners Role:
Seeing clear value in any Outsourced engagement is key in ensuring that the relationship can be seen as a partnership rather than a Client/Supplier arrangement. Given the recent examples of poor Outsourcing is now the time to re-examine your current relationships and ensure you gaining the value and competitive advantage that is required in this fast paced business world.
CPM are experts in Outsourced Sales across sectors such as B2B, B2C, Automotive, FMCG, Utilities and On Trade. ROI for our Clients is core to our DNA, therefore our continued investment in Insight and data intelligence is key to deploying Sales resources to where the greatest return will be delivered. CPM are Omni-channel experts with the ability to blend F2F, Contact Centre and Digital to deliver a seamless Sales experience.
If you want to discuss how to partner to achieve Sales success please contact Phil Roberts 07739 301187 email@example.com
Welcome to our first edition of Expert Speak for 2018, ‘Storytelling’ which comes from Mike Hughes, Chief Executive Officer, CPM International Group.
Last year we lost a client – something I am not used to, something I take personally and something that bothers me. Since then I have spent time reflecting on what went wrong and how we need to be better next time.
Part of this process led me to reflect on the current trend for ‘storytelling’. Storytelling, we are told, is the best way to create chemistry with people, to get you more airtime with customers, colleagues and leaders; apparently, that’s because a great anecdote hooks people, takes them on an emotional journey and conveys a memorable message……stories that resonate with people inspire them to take action.
I completely buy all this and successful pitch meetings need to do all of those things but I think there is one word that is missing which is particularly important in challenging economic times…and that word is ‘true’….because stories need to be true stories backed by evidence, fact and testimonials. Donald Trump has introduced the world to fake news and the blurring of fact and fiction and in a world where performance pressure has never been greater, where the sales director’s door revolves ever faster and where experience is at a premium, it is easy to believe the hubris of a new supplier pitch.
Ideas are easy but execution is difficult and the stakes are high when execution falls below the required standard. I hear increasing numbers of stories where clients are on the receiving end of over promising and under delivering suppliers, for example, thinking they are getting a state of the art reporting system from day one only to find it doesn’t work or where they are told they should not worry because their sales team will transfer to the new supplier only to find out that they have lost 50% within the early months because promises are not matched by delivery. This matters because poor performance stains the image of our industry as well the individual company delivering it and the short term pressures our clients are under means they can’t afford to lose a single sale.
Clients need partners who are going to do what they say they will and this year if you ask CPM to pitch for your work, you can rest assured our stories will be true stories.
What is a High-Tech Account Manager?
According to Business Dictionary the definition of an Account Manager is:
“An employee whose job is the day-to-day support of a particular customer’s account with a business, and who serves as the primary point of contact between the customer and the company. The account manager position can provide customer support, technical support, planning and optimization for the account, as well as developing a relationship with the customer.”
The key phrase we take from the above definition is “developing a relationship with the customer.” This is by far the fundamental building block of Account Management in order to be successful. This is no different in High-Tech Account Management, the main difference being that a higher level of technical knowledge regarding the product is often required.
To be successful in this role is dependent on a range of variables but it essentially comes down to being able to build strong, lasting business relationships. Below we have highlighted some key qualities that are instrumental in this.
What are the qualities that lead to success?
In High-Tech Account Management you may often find yourself talking and presenting technical slide-decks to CEOs, CTOs and Software Engineers; professionals that have years of industry experience and have a real in-depth technical knowledge. Although it is not our place to know the absolute ins and outs of the latest technology, it helps to get a high-level overview in order to be confident in the role.
Presenting via the telephone throws up some interesting points to be considered. Body language is non-existent in this scenario, it is all about phone manner and presentation skills. Practice could not be more important than at this stage and the presentation must be concise, thorough and delivered with confidence. Take the time to learn about the company, present the slide deck to colleagues, partners, dogs – anyone who will listen – because the more natural the presentation, the more at ease the listener will be and the more they will be taking in.
Confidence is key to building trust with accounts. Learning the product knowledge and, therefore, presenting it assertively leads to the audience gaining trust in the information provided.
Like in any relationship, trust is the groundwork that must be laid for success. Stick to your word, when you say you are going to do something – follow that through. Know your account, do your homework. Showing that you know your stuff will let your client know you are serious and they will trust to leave their business with you.
This follows on nicely from the previous point – stay in touch. After a successful initial reach out with newer accounts, follow-up is vital. Working with Software Engineers, it is essential to build the engagement pipeline to ensure the momentum continues. An effective engagement pipeline will map out the activities paved out for the next year; embarking on technical projects to produce results that show the valuation of such advancements in the latest products.
Don’t leave an account in the dark, as soon as you know the latest information that impacts this account, inform them. They will respect you for that.
Being a High-Tech Account Manager often means being the middle-man between the client and the Software Engineers, whom will be working hard on technical projects. Build a rapport with both sides to ensure you keep yourself in the know at all times. Keep everyone in check, it is not the responsibility of the Software Engineers to manage your relationship – they manage the project. Linking back to the above point, make sure everything is communicated well; if everything runs smoothly, your client is likely to want to use your services again.
The Final Result
All-in-all our role as an Account Manager is to grow the account base. This will only be done through successful relationship building and management. If all of the above points are done correctly, your rapport will lead to your client having a high level of respect for you and in turn, you will have more influence over the account and where they choose to take their business. Leverage this with some hard work and great client management skills and a successful business relationship will last years and produce many prosperous ventures.
Location, location, location! The importance of share of shelf online ? Detail, online merchandising tool
Holiday shopping is continuing to set new sales records, especially online. In Sweden for example 1/3 of all gifts are estimated to be purchased online. That’s a 14% increase in e-shopping over just last year, according to the prognosis from the Swedish Trade Association Quite a lift. And most other markets are looking the same. Is your brand ready to profit from that? Are you visible online? How are your SKU’s looking? Your digital share of shelf? Do you know? A lot of brand managers don’t. That’s where Detail, our online merchandising tool can help.
Online visibility is crucial for your brand
The digital shelves are where the customers find your product, read about it and compare it to other products. Studies show that over 80% of all shoppers turn to their smartphones to find information about a product, while in a physical store.* This means that your visibility online is of double importance – for information and awareness as well as for actual shopping. But while physical retailing has been studied for decades, the strategies for online sales are quite new.
Consumer behavior – nothing new under the sun
A comforting notion for brand managers wondering how to reach customers online is that people are pretty much the same as before. It’s just the channels that are different. People still prefer products at eye level, which in the digital era translates to being in the top spots of the search result page. Because that’s pretty much the attention span we have. The majority of shoppers who enter a site use the search function (roughly 70% of all shoppers) and the rest rely on menus and navigation to find what they are looking for. Research suggests that shoppers using the search function are the ones most ready to make a purchase. Hence the importance of being in the top tier of the search results. People buy what they see, the only difference is that they now do it from the couch. Hence the rise of “couch commerce”**.
Your keywords – your brand
Since people don’t scroll through page after page of products looking for just your brand, keywords have become increasingly important. Not only for visibility in big search engines like Google and Bing, but also onsite at the different retailers. The modern brand manager needs to be observant about which keywords different brands and products appear under, both generic as well as more specific. Detail helps with this by letting you choose which keywords you would like to keep track of, and gives you clear information on how your brand ranks in relation to the chosen keywords as well as current and historical trends and competitors.
Be visible, be in stock and be purchased
Successful brand managers make sure that their brand is at the top of the digital shelf by bidding on the right keywords. And the products get bought if they are in stock. This is where Detail comes in. Detail is a revolutionary new way to supervise your brand’s online visibility, the in-store availability of your products, the past and present price and consumer ratings and feedback. Detail gives you a comprehensive ranking of your brand’s and products’ position on each retailer site. It even lets you keep track of what your competitors are up to. An easy-to-read interface gives you an instant overview of the current situation … and lets you dig deeper into products or retailers that you wish to investigate more thoroughly.
Stay on top of your game (and the digital shelf)
We have several different packages ranging from a simple status check to the full standing of your brand’s presence online. And once set up, Detail provides daily reports on how well you’re performing. Detail helps your brand to stay visible and on top of the digital shelf wherever you want.