This document outlines a customer service system (CSS) process for improving route-to-market execution. The 5-step CSS process includes: 1) defining a destination, 2) assessing current capabilities/gaps, 3) designing customer-focused routes/solutions, 4) planning implementation, and 5) executing the plan. Route-to-market activities like account development, order generation, merchandising and delivery are discussed. The goal of CSS is to improve outlet penetration, sales volume, and execution efficiency through a disciplined process.

1. Roy Vincent
Sales Manager
Dubai – Northern Emirates /
OMAN
royvincent60@hotmail.com
Market
Execution

2. The work is really about perfecting our
Execution
Muktar Kent - CEO -CocaCola

3. Aim
Better In store Execution
Achieving perfect Instore execution
is our
never-ending
and
dynamic journey.

4. Executing to Win
Executing to Win - consists of Four main Capabilities, the
first two is discussed in this session
•Customer Driven -route to market
•Customer Service system
•Segmented execution Process
•Actionable Insights

5. Customer Driven -route to market
What is Route to Market ?
Routes to Market are the activities and resources associated
with getting the product to the retail outlet and with
executing within the four walls of the outlet.

6. Four Key Activities
A well defined Route to Market describes how we will execute
four key activities.
 Account Development
 Order Generation
 Merchandising
 Delivery

7. RTM- Activity -01 –Account Development
 New Outlet creation
 Relationship building
 Collaborating with customers to grow the category
 Asset Placement & control
 Space management
 Pricing Control
 Trouble shooting

8. RTM- Activity -02 – Order Generation
 Outlet Inventory assesment.
 Recomend & generate the order
 forecast Demand
 Outlet information.

9. RTM- Activity -03 – Merchandising
 Physical execution of picture of sucess
 Forward inventory stocking & rotation
 Managing point of purchase material
 Backroom Organisation.

10. RTM- Activity -04 – Delivery
• Uploading full goods
• Collecting payment
• record keeping.

11. RTM- tailor made
• Different Routes to Market are tailor made to meet the
needs and opportunities in different types of outlets. A
strong portfolio of RTMs in a local market enables our
System to achieve the market coverage and outlet execution
goals efficiently and effectively.
• Our RTMs are key to helping us achieve our destination for
Executing to Win

12. Our Destinations
Our destination is to build our capability to achieve:
Universal availability :We want to achieve universal
availability in all location in the market where people buy
products or services or where there is a shopper
opportunity.
System-wide implementation of RED
We want to achieve system wide implementation of Right
execution daily (RED) to enable execution of right picture of
success for the unique shopper profile of each selling
location .

14. Customer service system
What is Customer Service System
Customer Service System is a disciplined 5- step process for
creating customer-focused Routes to Market that drive
improved market- level execution and profitability.

15. Our Business Challenge
• How can we grow our business and improve efficiency and
effectiveness of our Routes to Market?
• The answer is with Customer Service Systems (CSS).
• Now that you understand how Routes to Market get our
product from the factory into the Outlets,
the questions become:

16. How can we improve?
• How can we improve our Routes to Market to expand outlet
penetration and volume per outlet profitably?
• Customer Service Systems (CSS) help improve our Routes to
Market by applying a proven process for better
understanding local market conditions and designing
solutions.
• For example, expanding outlet penetration and Volume Per
Outlet without addressing the Route To Market design can
significantly increase costs.

17. CSS-well implemented
• A well-implemented process is key to enabling us to:
• Make the right investments to improve outlet penetration and
execution
• Increased Fleet on the street.
• Equipment Investments etc
• And improve our overall efficiency to support that investment
• Sales Force automation.
• Skill Development inorder to reach higher sales volumes.

18. CSS- five step process
CSS is a disciplined five-step process for improving execution in local
markets. CSS starts by defining our destination, and then assessing,
designing, planning, and executing the most appropriate customer
service solutions to maximize the Picture of Success execution
The Five steps in CSS
Destination
Assesment
.
In Daily Execution, we create value by continuously striving to improve our
efficiency and effectiveness

19. CSS Destination
• CSS Destination is where you want to be locally in a given time frame.
• Determining our destination is the critical first step in CSS
• "Define Destination":
• Typical questions addressed in "Define Destination":
• • What is the total universe of outlets?
• • What penetration do we want to achieve?
• • What are the Pictures of Success that we will implement to drive
growth in each outlet segment?
•
•
•

20. CSS - Assesment
CSS Assessment consists of documenting the current
sceanario
the capabilities,
the capacities,
the gaps.

21. CSS Design
CSS Design creates the Customer Service policy
Some of the elements considered in "CSS Design":
Number and capability of sales force
Compensation and Incentives
Direct or third party service choices, etc.
Financial models on investment needs, costs of new RTM,
and growth scenarios

22. CSS- planning
CSS Planning is to create realistic & workable
implementation plans.

23. CSS- In Daily Execution
• In Daily Execution, we create value by continuously striving
to improve our efficiency and effectiveness

24. Sample CSS Scenario
1)The CSS business destination was to reduce out of stocks in supermarkets by
50% in a given market
2)CSS Results of assessment (store visits, time & motion studies, customer
surveys, financial analysis) showed issues with order management and
merchandising.
3) CSS Design included adjusting service frequency for order generation
(different days), merchandising (more in-line with customer's business) and
increasing amount of time in outlet.
4) CSS planning consists of real plan generated from the CSS Design
5) Daily execution - is the execution of the CSS plan on a day to day basis.