Back in the ’80s, sales reps migrated their Rolodexes to DOS programs to keep tabs on their top customers and most exciting prospects. Fast-forward 30 years later, and Complexica aims to leapfrog the likes of Salesforce with "Larry", a ‘Digital Analyst’ in the cloud that is already helping the like of Bunzl, DuluxGroup and PFD Foods to sift through datasets to match the right offers at the right time to the right customers.
Dulux Group partnered with Complexica for its Customer Opportunity Profiler to make its in-field salespeople more efficient. “[It is] a key tool for sales staff to optimise their daily activities, personalise conversations and interactions with customers, and analyse data to generate actionable insights,” says Stephen Mooney, the paint maker’s Group Sales Capability Manager.
Bunzl Group is a distributor of products such as food packaging and cleaning supplies for businesses. For Bunzl, ensuring its 300 account managers spent less time in front of screens and more in face-to-face meetings was a key factor in deploying Larry. “Complexica’s Order Management System and Larry… empower decision making and enhanced support ," says Kim Hetherington, Managing Director of Bunzl Australasia.
Larry’s strength is its ability to micro-segment and personalise a sales call by generating “unique and creative conversation points”. Integration is through application programming interfaces to speed and simplify deployment while almost eliminating data migration. Another critical component of Complexica’s suite is its real-time Customer Opportunity Profiler that analyses sales volumes, social media activity, complaints and other factors that tend to influence a customer’s decisions. Complexica claims the profiler will increase sales yield, lift sales rep productivity by cutting down on non-selling actions, boost sales success by putting prospects in ‘micro segments’ and personalise customer conversations that will build rapport.
To read the full story, please visit: https://www.crn.com.au/feature/2018-crn-impact-awards-complexica-488259