case study

SITUATION & CHALLENGE

• The new management team at the Indonesian branch of mobile phone manufacturer was struggling. The overall market was growing and the product was good. But sales growth lagged the market and needed a 45% yearly increase to satisfy overall targets. 
• Morg&Co was asked to identify and help resolve human capital issues that lay at the heart of the problem. 

SCOPE OF WORK

• Over a two-month period, Morg&Co visited the market. Our team reviewed training schedules, field force assessment & deployment, employee engagement and incentives. 

• Salesforce bonus payments were high but their low frequency harmed retention. In-store product presentation was weak. Engagement and brand pride were low. The head office sales function had not yet established a disciplined approach to recruitment, training and performance. 

• Our consultants assessed and coached the head of commercial leadership to help develop a rhythm and discipline that permanently improved field-force management.  

• Our team also partnered with the Managing Director and head of commercial leadership to develop field force training, deployment and reward models that improved the customer experience. 

IMPACT & OUTCOME

• Within 6 months, field force attrition had dropped 20%. Engagement and pride in the brand had improved, and employees were almost 10% more likely to recommend the Company to their friends. 

• In-store evaluation scores improved. Within 6 months, sales in key stores and customer perceptions of the brand increased beyond those of the leading competitor. 

• The commercial leadership position was strengthened by the addition suitable leader with a mindset suited to rigour, discipline and energetic team leadership across the sales function.