SALESFORCE EFFECTIVENESS DRIVERS ANALYSIS TO IMPROVE CUSTOMER SATISFACTION IN SALES DELIVERY

• Main Author: Renetta Anindia, Gabriella
• Format: Dissertations
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42648
• Institution: Institut Teknologi Bandung

As a business process service company, PT OUTSOURCING DIGITAL continuously evaluates its business performance by conducting a customer satisfaction survey annually. Based on customer satisfaction result founded, there are some criteria in sales delivery performance considered as a priority for improvement due to its large gap between customer satisfaction level and customer expectation level. Those criteria are mainly about the lack of understanding about customer needs and the accuracy & prompt services from employees. The purpose of this research is to find the root cause in sales delivery that caused a big gap between customer expectation and service performance and to create the best approach to improve sales delivery performance. Sales Force Effectiveness (SFE) driver analysis was used as a framework to find the root cause. The primary data on this research taken from an in-depth interview with sales department team. From the data analysis, it discovered that the root causes laid on PT OUTSOURCING DIGITAL recruitment selection and their learning & development program. In terms of recruitment selection, current recruitment criteria and process selection could not meet the needs of sales force skill. In terms of learning & development, due to its insufficient number of the sales force, the given training to newly hired was limited to a short amount of time. PT OUTSOURCING DIGITAL also highly depend on one-on-one coaching method to transfer knowledge. Besides, PT OUTSOURCING DIGITAL did not provide any tools or guideline to aid their sales force enough knowledge. In order to improve sales performance, a framework established defining three SFE priorities and four delivery mechanisms that could make them implement the effort into an actual plan. Salesforce structure, recruitment process and criteria, and learning & development are selected as priorities for improvement to boost sales delivery performance. Four delivery mechanisms. PT OUTSOURCING DIGITAL should develop a Sales Competency Model, a reinforced L&D Program, Sales Learning Guide and CRM Database.