Sole-Mizo Zrt.’s new sales system

Sole-Mizo Zrt. is one of the key players in the Hungarian dairy market, a company that never ceases to innovate, to develop a category or production technology. Life at Sole-Mizo Zrt. is about constant renewal and in the spirit of this the company started an active call centre project in the summer of 2013.

Its objective was to develop a new type of system for telephone sales, one that is pro-active. Sole-Mizo Zrt. was the first in the dairy sector to introduce such a solution in Hungary. The company delivers its dairy products to more than 3,000 places and the majority of these receive goods many times a week. Formerly each one of these places called the customer service and placed their orders. The orders automatically made it into the system, without being influenced by negotiation. In the new active call centre system the basic principle is that every order must be the result of negotiation. The SAP CRM module had to be adapted to the company’s special needs. In this process the biggest challenge was to make the system capable of displaying data from many different sources in the same place, in real time and in a manageable way – and of course the same platform had to be the place where orders are registered. In the next phase Sole-Mizo Zrt. recruited well-trained call centre sales personnel, who participated in FMCG- and dairy sector-specific training. In addition to influencing orders, the new system’s key element is its pro-active character: call centre workers follow a virtual route plan and don’t wait for partners to call. Based on ordering frequency, delivery days and earlier orders the system compiles a list with the names of partners call centre workers have to call on a given day. The system is also capable of doing market research tasks and also plays an important role in the so-called critical stock management. You may ask: What happens to the sales team in the field? Taking orders was never their main task, but from now on they focus on in-store work, making sure products are displayed perfectly and keeping in touch with partners. The new system was launched as a pilot in June and went nationwide in October. Sales data are promising, for instance when Mizo Cream Adventure products were launched in August, distribution was built nearly 20 percent faster than in the case of an earlier product launch, using the old system