CRM: Dean Foods
Challenge
Dean Foods needed to address the following challenges:
• Enable live accrual funding for performance-based trade
promotion planning
• Improve post-promotion analysis to help deliver a greater
return on promotional spending
• Transmit a more accurate demand-planning signal to operations
• Improve trade funds visibility for sales management in order
to better anticipate over commitment and under-spend situations
• Share key customer information across the organization
Solution
Perficient was selected to improve Dean Foods'
trade promotion planning, trade funds management (with live accruals),
account planning, sales forecasting and
payment resolution processes while upgrading the Siebel Consumer
Goods suite. Perficient improved the effectiveness of trade promotion
spending by implementing a performance-based live accrual system
and introduced new sales forecasting processes to enhance demand-planning
efforts. A much improved user interface, combined with improved
functional usability, was a key to driving improved user adoption.
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Features
- Integrated analytical dashboards allow greater sales
force effectiveness
- Cleaner system interfaces provide reduction in ongoing
system maintenance costs
- Significantly improved promotional effectiveness from
trade fund investments resulting from better post promotion
analytical capabilities
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Benefits
- Reduction in deduction processing time and improved
deduction accuracy
- Improvement in sales forecast accuracy due to new
demand planning processes
- Greater synergy between account plans and brand objectives
resulting in a more coherent message to the consumer
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